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Hands-On Data Science for Marketing

You're reading from   Hands-On Data Science for Marketing Improve your marketing strategies with machine learning using Python and R

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Product type Paperback
Published in Mar 2019
Publisher Packt
ISBN-13 9781789346343
Length 464 pages
Edition 1st Edition
Languages
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Author (1):
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Yoon Hyup Hwang Yoon Hyup Hwang
Author Profile Icon Yoon Hyup Hwang
Yoon Hyup Hwang
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Table of Contents (20) Chapters Close

Preface 1. Section 1: Introduction and Environment Setup
2. Data Science and Marketing FREE CHAPTER 3. Section 2: Descriptive Versus Explanatory Analysis
4. Key Performance Indicators and Visualizations 5. Drivers behind Marketing Engagement 6. From Engagement to Conversion 7. Section 3: Product Visibility and Marketing
8. Product Analytics 9. Recommending the Right Products 10. Section 4: Personalized Marketing
11. Exploratory Analysis for Customer Behavior 12. Predicting the Likelihood of Marketing Engagement 13. Customer Lifetime Value 14. Data-Driven Customer Segmentation 15. Retaining Customers 16. Section 5: Better Decision Making
17. A/B Testing for Better Marketing Strategy 18. What's Next? 19. Other Books You May Enjoy

Predictive analytics in marketing

Predictive analytics is a process of analyzing and extracting information from historical data to identify patterns and make predictions about future outcomes. Numerous statistical and machine learning models are typically used to find the relationship between the attributes or features in the dataset and the target variable or behavior that you would like to predict. Predictive analytics can be utilized and applied in many different industries.

For example, it is often used in the financial industry for fraud detection, where machine learning models are trained to detect and prevent potential fraudulent transactions. The healthcare industry can also benefit from predictive analytics to help physicians in their decision-making processes. Furthermore, there are various parts of marketing that can also benefit from predictive analytics, such as...

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