Hands-On Data Science for Marketing
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Free ChapterSection 1: Introduction and Environment Setup
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Data Science and Marketing
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Section 2: Descriptive Versus Explanatory Analysis
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Key Performance Indicators and Visualizations
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Drivers behind Marketing Engagement
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From Engagement to Conversion
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Section 3: Product Visibility and Marketing
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Product Analytics
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Recommending the Right Products
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Section 4: Personalized Marketing
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Exploratory Analysis for Customer Behavior
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Predicting the Likelihood of Marketing Engagement
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Customer Lifetime Value
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Data-Driven Customer Segmentation
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Retaining Customers
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Section 5: Better Decision Making
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A/B Testing for Better Marketing Strategy
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What's Next?
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Other Books You May Enjoy
About this
book
Regardless of company size, the adoption of data science and machine learning for marketing has been rising in the industry. With this book, you will learn to implement data science techniques to understand the drivers behind the successes and failures of marketing campaigns. This book is a comprehensive guide to help you understand and predict customer behaviors and create more effectively targeted and personalized marketing strategies.
This is a practical guide to performing simple-to-advanced tasks, to extract hidden insights from the data and use them to make smart business decisions. You will understand what drives sales and increases customer engagements for your products. You will learn to implement machine learning to forecast which customers are more likely to engage with the products and have high lifetime value. This book will also show you how to use machine learning techniques to understand different customer segments and recommend the right products for each customer. Apart from learning to gain insights into consumer behavior using exploratory analysis, you will also learn the concept of A/B testing and implement it using Python and R.
By the end of this book, you will be experienced enough with various data science and machine learning techniques to run and manage successful marketing campaigns for your business.
- Publication date:
- March 2019
- Publisher
- Packt
- Pages
- 464
- ISBN
- 9781789346343
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