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Data Science for Marketing Analytics - Second Edition

You're reading from  Data Science for Marketing Analytics - Second Edition

Product type Book
Published in Sep 2021
Publisher Packt
ISBN-13 9781800560475
Pages 636 pages
Edition 2nd Edition
Languages
Authors (3):
Mirza Rahim Baig Mirza Rahim Baig
Profile icon Mirza Rahim Baig
Gururajan Govindan Gururajan Govindan
Profile icon Gururajan Govindan
Vishwesh Ravi Shrimali Vishwesh Ravi Shrimali
Profile icon Vishwesh Ravi Shrimali
View More author details

Table of Contents (11) Chapters

Preface
1. Data Preparation and Cleaning 2. Data Exploration and Visualization 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

K-Means Clustering

K-means clustering is a very common unsupervised learning technique with a wide range of applications. It is powerful because it is conceptually relatively simple, scales to very large datasets, and tends to work well in practice. In this section, you will learn the conceptual foundations of k-means clustering, how to apply k-means clustering to data, and how to deal with high-dimensional data (that is, data with many different variables) in the context of clustering.

K-means clustering is an algorithm that tries to find the best way of grouping data points into k different groups, where k is a parameter given to the algorithm. For now, we will choose k arbitrarily. We will revisit how to choose k in practice in the next chapter. The algorithm then works iteratively to try to find the best grouping. There are two steps to this algorithm:

  1. The algorithm begins by randomly selecting k points in space to be the centroids of the clusters. Each data point is then...
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