Tommy Blanchard - Data Science for Marketing Analytics: Achieve your marketing goals with the data analytics power of Python

Explore new and more sophisticated tools that reduce your marketing analytics efforts and give you precise results

Data Science for Marketing Analytics covers every stage of data analytics, from working with a raw dataset to segmenting a population and modeling different parts of the population based on the segments.

The book starts by teaching you how to use Python libraries, such as pandas and Matplotlib, to read data from Python, manipulate it, and create plots, using both categorical and continuous variables. Then, youll learn how to segment a population into groups and use different clustering techniques to evaluate customer segmentation. As you make your way through the chapters, youll explore ways to evaluate and select the best segmentation approach, and go on to create a linear regression model on customer value data to predict lifetime value. In the concluding chapters, youll gain an understanding of regression techniques and tools for evaluating regression models, and explore ways to predict customer choice using classification algorithms. Finally, youll apply these techniques to create a churn model for modeling customer product choices.

By the end of this book, you will be able to build your own marketing reporting and interactive dashboard solutions.

Data Science for Marketing Analytics is designed for developers and marketing analysts looking to use new, more sophisticated tools in their marketing analytics efforts. Itll help if you have prior experience of coding in Python and knowledge of high school level mathematics. Some experience with databases, Excel, statistics, or Tableau is useful but not necessary.