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Hands-On Data Science for Marketing

You're reading from Hands-On Data Science for Marketing Improve your marketing strategies with machine learning using Python and R

Product type Paperback

Published in Mar 2019

Publisher Packt

ISBN-13 9781789346343

Length 464 pages

Edition 1st Edition

Languages

Python

Tools

Keras

Concepts

Data Science

Author (1):

Yoon Hyup Hwang

View More author details

Table of Contents (20) Chapters

Preface

1. Section 1: Introduction and Environment Setup FREE CHAPTER

2. Data Science and Marketing

3. Section 2: Descriptive Versus Explanatory Analysis

4. Key Performance Indicators and Visualizations

5. Drivers behind Marketing Engagement

6. From Engagement to Conversion

7. Section 3: Product Visibility and Marketing

8. Product Analytics

9. Recommending the Right Products

10. Section 4: Personalized Marketing

11. Exploratory Analysis for Customer Behavior

12. Predicting the Likelihood of Marketing Engagement

13. Customer Lifetime Value

14. Data-Driven Customer Segmentation

15. Retaining Customers

16. Section 5: Better Decision Making

17. A/B Testing for Better Marketing Strategy

18. What's Next?

19. Other Books You May Enjoy

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Technical requirements

You will require Python and R installed to run most of the code throughout this book, and you can find the installation code at the following link: https://github.com/PacktPublishing/Hands-On-Data-Science-for-Marketing/tree/master/Chapter01.

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Authors (1)

Yoon Hyup Hwang

Yoon Hyup Hwang

Yoon Hyup Hwang is a data science and engineering leader who has authored multiple books on applied ML and data science. He has over a decade of experience and expertise in delivering extremely high ROI data products and solutions that result in multi-million-dollar annual recurring revenue and savings across various industries that include finance, insurance, ads and marketing, manufacturing, and supply chain. He holds an MSE degree in Computer and Information Technology from the University of Pennsylvania and a BA in Economics from the University of Chicago.

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