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Data Science for Marketing Analytics

You're reading from Data Science for Marketing Analytics A practical guide to forming a killer marketing strategy through data analysis with Python

Product type Paperback

Published in Sep 2021

Publisher Packt

ISBN-13 9781800560475

Length 636 pages

Edition 2nd Edition

Languages

Python

Tools

GDI

Concepts

Data Analysis

Authors (3):

Vishwesh Ravi Shrimali

Mirza Rahim Baig

Gururajan Govindan

View More author details

Table of Contents (11) Chapters

Preface

1. Data Preparation and Cleaning

2. Data Exploration and Visualization FREE CHAPTER

3. Unsupervised Learning and Customer Segmentation

4. Evaluating and Choosing the Best Segmentation Approach

5. Predicting Customer Revenue Using Linear Regression

6. More Tools and Techniques for Evaluating Regression Models

7. Supervised Learning: Predicting Customer Churn

8. Fine-Tuning Classification Algorithms

9. Multiclass Classification Algorithms

Appendix

Logistic Regression

If a response variable has binary values, the assumptions of linear regression are not valid for the following reasons:

The relationship between the independent variable and the predictor variable is not linear.
The error terms are heteroscedastic. Recall that heteroscedastic means that the variance of the error terms is not the same throughout the range of x (input data).
The error terms are not normally distributed.

If we proceed, considering these violations, the results would be as follows:

The predicted probabilities could be greater than 1 or less than 0.
The magnitude of the effects of independent variables may be underestimated.

With logistic regression, we are interested in modeling the mean of the response variable, p, in terms of an explanatory variable, x, as a probabilistic model in terms of the odds ratio. The odds ratio is the ratio of two probabilities – the probability of the event occurring, and the probability...

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Authors (3)

Mirza Rahim Baig

Mirza Rahim Baig

Mirza Rahim Baig is a Data Science and Artificial Intelligence leader with over 13 years of experience across e-commerce, healthcare, and marketing. He currently holds the position of leading Product Analytics at Marketing Services for Zalando, Europe's largest online fashion platform. In addition, he serves as a Subject Matter Expert and faculty member for MS level programs at prominent Ed-Tech platforms and institutes in India. He is also the lead author of two books, 'Data Science for Marketing Analytics' and 'The Deep Learning Workshop,' both published by Packt. He is recognized as a thought leader in my field and frequently participates as a guest speaker at various forums.

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Vishwesh Ravi Shrimali

Vishwesh Ravi Shrimali

Vishwesh Ravi Shrimali graduated from BITS Pilani, where he studied mechanical engineering, in 2018. He also completed his Masters in Machine Learning and AI from LJMU in 2021. He has authored - Machine learning for OpenCV (2nd edition), Computer Vision Workshop and Data Science for Marketing Analytics (2nd edition) by Packt. When he is not writing blogs or working on projects, he likes to go on long walks or play his acoustic guitar.

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Gururajan Govindan

Gururajan Govindan

Gururajan Govindan is a data scientist, intrapreneur, and trainer with more than seven years of experience working across domains such as finance and insurance. He is also an author of The Data Analysis Workshop, a book focusing on data analytics. He is well known for his expertise in data-driven decision-making and machine learning with Python.

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