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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

Tree-Based Regression Models


Linear models are not the only type of regression models. Another powerful technique is to use regression trees. Regression trees are based on the idea of a decision tree. A decision tree is a bit like a flowchart, where at each step you ask whether a variable is greater than or less than some value. After flowing through several of these steps, you reach the end of the tree and receive an answer for what value the prediction should be. The following figure illustrates the workings of regression trees:

Figure 6.10: A regression tree (left) and how it parses the feature space into predictions

Decision trees are interesting because they can pick up on trends in data that linear regression might miss or capture poorly. Whereas linear models assume a simple linear relationship between predictors and an outcome, regression trees result in step functions, which can fit certain kinds of relationships more accurately.

One important hyperparameter for regression trees is...

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