Who this book is for

There are some assumptions I have about who you are as a reader. Although an attempt is made to explain the most complex Python code snippets, you need to have a basic understanding of Python and be comfortable with it. By comfortable, I mean you know what a function is, how to define it, how to import a module, and the basic language syntax. Another requirement is you should not be afraid of mathematics. This point is contentious, but some chapters will have some formulation and theory before we get into actual code. Some people might disagree, but while copilots such as GitHub Copilot or ChatGPT can help you produce the code, you still need fundamental theoretical knowledge. In fact, with code copilots becoming better and better, most likely, the distinction between a good and an average analyst will be the theoretical grounding they have. I will attempt to give you the basic toolbelt of math techniques early on, starting from how to calculate a mean, but this book assumes you are comfortable with high-school-level mathematical notation.

This book is primarily aimed at data analysts who want to understand the full suite of techniques available to them in marketing analytics. You can also be a marketing professional aiming to move to the analytical side, but if this is you, I advise you to first brush up on the basics of Python programming, math, and statistics.