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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

Summary

In this chapter, we learned how to evaluate regression models. We used residuals to calculate the MAE and RMSE, and then used those metrics to compare models. We also learned about RFE and how it can be used for feature selection. We were able to see the effect of feature elimination on the MAE and RMSE metrics and relate it to the robustness of the model. We used these concepts to verify that the intuitions about the importance of the "number of competitors" feature were wrong in our case study. Finally, we learned about tree-based regression models and looked at how they can fit some of the non-linear relationships that linear regression is unable to handle. We saw how random forest models were able to perform better than regression tree models and the effect of increasing the maximum tree depth on model performance. We used these concepts to model the spending behavior of people with respect to their age.

In the next chapter, we will learn about classification...

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