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Data Science for Marketing Analytics

You're reading from   Data Science for Marketing Analytics Achieve your marketing goals with the data analytics power of Python

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Product type Paperback
Published in Mar 2019
Publisher
ISBN-13 9781789959413
Length 420 pages
Edition 1st Edition
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Authors (3):
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Tommy Blanchard Tommy Blanchard
Author Profile Icon Tommy Blanchard
Tommy Blanchard
Debasish Behera Debasish Behera
Author Profile Icon Debasish Behera
Debasish Behera
Pranshu Bhatnagar Pranshu Bhatnagar
Author Profile Icon Pranshu Bhatnagar
Pranshu Bhatnagar
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Table of Contents (12) Chapters Close

Data Science for Marketing Analytics
Preface
1. Data Preparation and Cleaning FREE CHAPTER 2. Data Exploration and Visualization 3. Unsupervised Learning: Customer Segmentation 4. Choosing the Best Segmentation Approach 5. Predicting Customer Revenue Using Linear Regression 6. Other Regression Techniques and Tools for Evaluation 7. Supervised Learning: Predicting Customer Churn 8. Fine-Tuning Classification Algorithms 9. Modeling Customer Choice Appendix

Introduction


In the previous chapter, we introduced the concept of clustering, and practiced it using k-means clustering. However, several issues remained unresolved, such as how to choose the number of clusters and how to evaluate a clustering technique once the clusters are created. This chapter aims to expand on the content of the previous one and fill in some of those gaps.

There are a number of different methods for approaching the problem of choosing the number of clusters when using k-means clustering, some relying on judgment and some using more technical quantitative measures. You can even use clustering techniques that don’t require you to explicitly state the number of clusters; however, these methods have their own tradeoffs and hyperparameters that need to be tuned. We’ll study these in this chapter.

We also have only dealt with data that is fairly easy for k-means to deal with: continuous variables or binary variables. In this chapter, we’ll explain how to deal with data containing...

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