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Data Analytics for Marketing

You're reading from   Data Analytics for Marketing A practical guide to analyzing marketing data using Python

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Product type Paperback
Published in May 2024
Publisher Packt
ISBN-13 9781803241609
Length 452 pages
Edition 1st Edition
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Author (1):
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Guilherme Diaz-Bérrio Guilherme Diaz-Bérrio
Author Profile Icon Guilherme Diaz-Bérrio
Guilherme Diaz-Bérrio
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Table of Contents (20) Chapters Close

Preface 1. Part 1: Fundamentals of Analytics FREE CHAPTER
2. Chapter 1: What is Marketing Analytics? 3. Chapter 2: Extracting and Exploring Data with Singer and pandas 4. Chapter 3: Design Principles and Presenting Results with Streamlit 5. Chapter 4: Econometrics and Causal Inference with Statsmodels and PyMC 6. Part 2: Planning Ahead
7. Chapter 5: Forecasting with Prophet, ARIMA, and Other Models Using StatsForecast 8. Chapter 6: Anomaly Detection with StatsForecast and PyMC 9. Part 3: Who and What to Target
10. Chapter 7: Customer Insights – Segmentation and RFM 11. Chapter 8: Customer Lifetime Value with PyMC Marketing 12. Chapter 9: Customer Survey Analysis 13. Chapter 10: Conjoint Analysis with pandas and Statsmodels 14. Part 4: Measuring Effectiveness
15. Chapter 11: Multi-Touch Digital Attribution 16. Chapter 12: Media Mix Modeling with PyMC Marketing 17. Chapter 13: Running Experiments with PyMC 18. Index 19. Other Books You May Enjoy

What is a linear regression?

A linear regression is a statistical model that allows us to understand the relationship between two or more variables. The most common use case is for understanding the relationship between a dependent variable and one or more independent variables. The dependent variable is the variable we are trying to explain and the independent variables are the variables we are using to explain the dependent variable. We can use such a model to either predict the dependent variable given the independent variables or compare the predictions for different values of the independent variables to make comparisons.

Before diving into the underpinnings, let’s have a look at the intuition for what we are trying to achieve with a linear regression. Let’s imagine a simple random dataset:

x N(100,50)

y = 2 * x + error

error N(10,50)

We know the relationship is linear because we have designed the dataset to be so. A linear regression...

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