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Hands-On Data Science for Marketing

By Yoon Hyup Hwang
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This book & 7000+ ebooks & video courses on 1000+ technologies
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50+ new titles added every month on new and emerging tech
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50+ new titles added every month on new and emerging tech
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Mobile App with offline access
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This book & 6500+ ebooks & video courses on 1000+ technologies
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50+ new titles added every month on new and emerging tech
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50+ new titles added every month on new and emerging tech
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Download this book in EPUB and PDF formats
This book & 6500+ ebooks & video courses on 1000+ technologies
60+ curated reading lists for various learning paths
50+ new titles added every month on new and emerging tech
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Personalised content suggestions
Customised display settings for better reading experience
50+ new titles added every month on new and emerging tech
Playlists, Notes and Bookmarks to easily manage your learning
Mobile App with offline access
What do you get with a Packt Subscription?
This book & 6500+ ebooks & video courses on 1000+ technologies
60+ curated reading lists for various learning paths
50+ new titles added every month on new and emerging tech
Early Access to eBooks as they are being written
Personalised content suggestions
Customised display settings for better reading experience
50+ new titles added every month on new and emerging tech
Playlists, Notes and Bookmarks to easily manage your learning
Mobile App with offline access
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  1. Free Chapter
    Section 1: Introduction and Environment Setup
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

About the Author
  • Yoon Hyup Hwang

    Yoon Hyup Hwang is a seasoned data scientist in the marketing and financial sectors with expertise in predictive modeling, machine learning, statistical analysis, and data engineering. He has 8+ years' experience of building numerous machine learning models and data products using Python and R. He holds an MSE in computer and information technology from the University of Pennsylvania and a BA in economics from the University of Chicago. In his spare time, he enjoys practicing various martial arts, snowboarding, and roasting coffee. Born and raised in Busan, South Korea, he currently works in New York and lives in New Jersey with his artist wife, Sunyoung, and a playful dog, Dali (named after Salvador Dali).

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Latest Reviews (2 reviews total)
good book, clear examples, it goes to the point
Really good book with real examples
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Hands-On Data Science for Marketing
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