Search icon
Arrow left icon
All Products
Best Sellers
New Releases
Books
Videos
Audiobooks
Learning Hub
Newsletters
Free Learning
Arrow right icon
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

Using Recursive Feature Selection for Feature Elimination

So far, we have discussed two important evaluation metrics – the MAE and RMSE. We also saw how these metrics can be used with the help of the scikit-learn library and how a change in the values of these metrics can be used as an indicator of a feature's importance. However, if you have a large number of features, removing one feature at a time would become a very tedious job, and this is where RFE comes into the picture. When a dataset contains features (all columns, except the column that we want to predict) that either are not related to the target column or are related to other columns, the performance of the model can be adversely affected if all the features are used for model training. Let's understand the basic reasoning behind this.

For example, consider that you want to predict the number of sales of a product given the cost price of the product, the discount available, the selling price of the...

lock icon The rest of the chapter is locked
Register for a free Packt account to unlock a world of extra content!
A free Packt account unlocks extra newsletters, articles, discounted offers, and much more. Start advancing your knowledge today.
Unlock this book and the full library FREE for 7 days
Get unlimited access to 7000+ expert-authored eBooks and videos courses covering every tech area you can think of
Renews at $15.99/month. Cancel anytime}