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

Product typeBook

Published inSep 2021

Reading LevelIntermediate

PublisherPackt

ISBN-139781800560475

Edition2nd Edition

Languages

Python

Tools

GDI

Concepts

Data Science

Authors (3):

Mirza Rahim Baig

Gururajan Govindan

Vishwesh Ravi Shrimali

View More author details

Introduction

Azra, a large, high-end, fast-fashion retailer that has operations all over the world, has approved its marketing budget for the latest campaign in a particular country. The marketing team is now looking to allocate the budget to each marketing channel, but they have many questions:

How much should they spend on email? Read rates are low, but the quality of conversions is high.
How about social media? It seems to be an effective channel in general.
Should they do any offline promotions? If so, to what extent?
How about paid search as a channel?

The company understands that each channel provides a different return on investment (ROI) – that is, some channels are more effective than others. However, all channels should be considered, nonetheless. Naturally, different distributions of allocation to these channels would provide different results. Incredibly low spending on a channel with great ROI is missed potential and high spending on an extremely...

The rest of the page is locked

You have been reading a chapter from

Data Science for Marketing Analytics - Second Edition

Published in: Sep 2021Publisher: PacktISBN-13: 9781800560475

Authors (3)

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.
Read more about Mirza Rahim Baig

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.
Read more about Gururajan Govindan

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.
Read more about Vishwesh Ravi Shrimali

Other recommended products

Related to this chapter

Hands-On Data Science for Marketing

This book will be an excellent resource for both Python and R developers and will help them apply data science and machine learning to marketing with real-world data sets. By the end of this book, you will be well equipped with the required knowledge and expertise to draw insights from data and improve your marketing strategies.

BookMar 2019464 pages

Machine Learning with scikit-learn Quick Start Guide

Scikit-learn is a robust machine learning library for the Python programming language. It provides a set of supervised and unsupervised learning algorithms. This book is the easiest way to learn how to deploy, optimize and evaluate all the important machine learning algorithms that scikit-learn provides.

BookOct 2018172 pages

Data Preprocessing with Python for Absolute Beginners

This book is dedicated to data preparation and explains how to perform different data preparation techniques on various datasets using different data preparation libraries written in the Python programming language. Whether you are new to programming or beginning your journey toward data science and machine learning, a solid foundation in data preparation is a must.

BookMar 2021248 pages

Ensemble Machine Learning Cookbook

This book uses a recipe-based approach to showcase the power of machine learning algorithms to build ensemble models using Python libraries. Through this book, you will be able to pick up the code, understand in depth how it works, execute and implement it efficiently. This will be a desk reference to implement a wide range of tasks and solve the common and uncommon problems in ensemble machine learning domain.

BookJan 2019336 pages

The Data Science Workshop

Cut through the noise and get real results with a step-by-step approach to data science

BookJan 2020818 pages

Hands-On Gradient Boosting with XGBoost and scikit-learn

This practical XGBoost guide will put your Python and scikit-learn knowledge to work by showing you how to build powerful, fine-tuned XGBoost models with impressive speed and accuracy. This book will help you to apply XGBoost’s alternative base learners, use unique transformers for model deployment, discover tips from Kaggle masters, and much more!

BookOct 2020310 pages

Python Data Mining Quick Start Guide

This book is an introduction to data mining and its practical demonstration of working with real-world data sets. With this book, you will be able to extract useful insights using common Python libraries. You will also learn key stages like data loading, cleaning, analysis, visualization to build an efficient data mining pipeline.

BookApr 2019188 pages

scikit-learn Cookbook

scikit-learn has evolved as a robust library for machine learning applications in python with support for a wide range of supervised and unsupervised learning algorithms. This edition brings to you the various enhancements to its model implementations, API and bug fixes in the latest major release of scikit-learn to support Python. This book covers easy to follow recipes right from mathematical operations to implementing various supervised, unsupervised and deep learning algorithms with scikit-learn. Get practical hands-on knowledge to implement various models and algorithms like Multi-Layer Perceptrons, time-series split, MAE criterion for regression, criteria for gradient boosting, Classifier, Regressor, and much more.

BookNov 2017374 pages

Practical Machine Learning with R

Practical Machine Learning with R gives you the complete knowledge to solve your business problems - starting by forming a good problem statement, selecting the most appropriate model to solve your problem, and then ensuring that you do not overtrain the model.

BookAug 2019416 pages

The Data Science Workshop

The Data Science Workshop equips you with the basic skills you need to start working on a variety of data science projects. You’ll work through the essential building blocks of a data science project gradually through the book, and then put all the pieces together to consolidate your knowledge and apply your learnings in the real world.

BookAug 2020824 pages5

Machine Learning Fundamentals

As machine learning algorithms become popular, new tools that optimize these algorithms are also developed. Machine Learning Fundamentals explains the scikit-learn API, which is a package created to facilitate the process of building machine learning applications. By explaining the differences between supervised and unsupervised models and by applying some popular algorithms to real-life datasets, this course gives you the skills and confidence to start programming machine learning algorithms.

BookNov 2018240 pages

The Machine Learning Workshop

With expert guidance and real-world examples, The Machine Learning Workshop gets you up and running with programming machine learning algorithms. By showing you how to leverage scikit-learn's flexibility, it teaches you all the skills you need to use machine learning to solve real-world problems.

BookJul 2020286 pages

Personalised recommendations for you

Based on your interests and search pattern

Et al.

Ever wonder why speech recognition systems don't understand the Scottish accent, or what would happen if an astronaut only ate mac 'n' cheese, or other spurious reflections you'd have at a bar? We did, then collated those deliberations into absurd research articles with fake figures and methodologies inspired by even more fictionally absurd studies.

BookAug 2023230 pages5

Generative AI with LangChain

This book is a comprehensive introduction to LLMs and LangChain, demystifying the basic mechanics of LangChain, its functionalities, and the myriad of applications it can be integrated into.

BookDec 2023360 pages4

Generative AI with LangChain

This book is a comprehensive introduction to LLMs and LangChain, demystifying the basic mechanics of LangChain, its functionalities, and the myriad of applications it can be integrated into.

BookDec 2023360 pages5

Generative AI with LangChain

This book is a comprehensive introduction to LLMs and LangChain, demystifying the basic mechanics of LangChain, its functionalities, and the myriad of applications it can be integrated into.

BookDec 2023360 pages1

Generative AI with LangChain

This book is a comprehensive introduction to LLMs and LangChain, demystifying the basic mechanics of LangChain, its functionalities, and the myriad of applications it can be integrated into.

BookDec 2023360 pages5

Mastering Tableau 2023

This book is a comprehensive resource to mastering your Tableau skills and becoming a BI expert. As you progress, you will learn how to build advanced dashboards and improve your storytelling to derive key business insight, as well as make you well-versed with advanced functionalities of Tableau in the business intelligence domain.

BookAug 2023684 pages

Building AI Applications with ChatGPT APIs

This guide covers all ChatGPT API features for effortless creation of robust AI powered apps. With its help, you’ll be able to leverage ChatGPT’s cutting-edge NLP models to take your app development skills to the next level. You’ll also work on ten exciting projects that will give you the practical know-how that you can apply to your existing applications.

BookSep 2023258 pages5

Building AI Applications with ChatGPT APIs

This guide covers all ChatGPT API features for effortless creation of robust AI powered apps. With its help, you’ll be able to leverage ChatGPT’s cutting-edge NLP models to take your app development skills to the next level. You’ll also work on ten exciting projects that will give you the practical know-how that you can apply to your existing applications.

BookSep 2023258 pages2

Data Engineering with AWS

Embark on a journey to master data engineering pipelines on AWS! Our book offers a hands-on experience of AWS services for ingesting, transforming, and consuming data. Whether you're an absolute beginner or someone with basic data engineering experience, this guide is an indispensable resource.

BookOct 2023636 pages5

Modern Data Architecture on AWS

Every organization wants an agile, performant, and cost-effective data platform that meets all their current and future business needs. Purpose-built AWS analytics services and their features play a big part in building such a modern data platform. This book brings to you all the design and architectural patterns that’ll help you achieve this goal.

BookAug 2023420 pages5

Practical Guide to Applied Conformal Prediction in Python

Discover the power of Conformal Prediction with the "Practical Guide to Applied Conformal Prediction in Python." Master the latest techniques to quantify uncertainty in machine learning and computer vision models, and seamlessly apply them to your industry applications.

BookDec 2023240 pages

TinyML Cookbook

With over 70 project-based recipes, the TinyML Cookbook is a practical guide that will help you to get the most out of your microcontrollers. It provides a comprehensive understanding of the theoretical foundations while giving you hands-on experience training ML models for deployment on Arduino Nano 33 BLE Sense, Raspberry Pi Pico, and SparkFun RedBoard Artemis Nano microcontrollers.

BookNov 2023664 pages

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

Introduction

Unlock this book and the full library FREE for 7 days

Authors (3)

Hands-On Data Science for Marketing

Machine Learning with scikit-learn Quick Start Guide

Data Preprocessing with Python for Absolute Beginners

Ensemble Machine Learning Cookbook

The Data Science Workshop

Cut through the noise and get real results with a step-by-step approach to data science

Hands-On Gradient Boosting with XGBoost and scikit-learn

Python Data Mining Quick Start Guide

scikit-learn Cookbook

Practical Machine Learning with R

Practical Machine Learning with R gives you the complete knowledge to solve your business problems - starting by forming a good problem statement, selecting the most appropriate model to solve your problem, and then ensuring that you do not overtrain the model.

The Data Science Workshop

Machine Learning Fundamentals

The Machine Learning Workshop

With expert guidance and real-world examples, The Machine Learning Workshop gets you up and running with programming machine learning algorithms. By showing you how to leverage scikit-learn's flexibility, it teaches you all the skills you need to use machine learning to solve real-world problems.

Et al.

Generative AI with LangChain

This book is a comprehensive introduction to LLMs and LangChain, demystifying the basic mechanics of LangChain, its functionalities, and the myriad of applications it can be integrated into.

Generative AI with LangChain

This book is a comprehensive introduction to LLMs and LangChain, demystifying the basic mechanics of LangChain, its functionalities, and the myriad of applications it can be integrated into.

Generative AI with LangChain

This book is a comprehensive introduction to LLMs and LangChain, demystifying the basic mechanics of LangChain, its functionalities, and the myriad of applications it can be integrated into.

Generative AI with LangChain

This book is a comprehensive introduction to LLMs and LangChain, demystifying the basic mechanics of LangChain, its functionalities, and the myriad of applications it can be integrated into.

Mastering Tableau 2023

Building AI Applications with ChatGPT APIs

Building AI Applications with ChatGPT APIs

Data Engineering with AWS

Embark on a journey to master data engineering pipelines on AWS! Our book offers a hands-on experience of AWS services for ingesting, transforming, and consuming data. Whether you're an absolute beginner or someone with basic data engineering experience, this guide is an indispensable resource.

Modern Data Architecture on AWS

Practical Guide to Applied Conformal Prediction in Python

Discover the power of Conformal Prediction with the "Practical Guide to Applied Conformal Prediction in Python." Master the latest techniques to quantify uncertainty in machine learning and computer vision models, and seamlessly apply them to your industry applications.

TinyML Cookbook