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Hands-on data science for marketing : improve your marketing strategies with machine learning using Python and R /
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Hwang, Yoon Hyup, author. |
| 서명/저자사항 | Hands-on data science for marketing :improve your marketing strategies with machine learning using Python and R /Yoon Hyup Hwang. |
| 발행사항 | Birmingham, UK : Packt Publishing, 2019. |
| 형태사항 | 1 online resource : illustrations |
| 소장본 주기 | Added to collection customer.56279.3 |
| ISBN | 178934882X 9781789348828 |
| 내용주기 | Cover; Title Page; Copyright and Credits; About Packt; Contributors; Table of Contents; Preface; Section 1: Introduction and Environment Setup; Chapter 1: Data Science and Marketing; Technical requirements; Trends in marketing; Applications of data science in marketing; Descriptive versus explanatory versus predictive analyses; Types of learning algorithms; Data science workflow; Setting up the Python environment; Installing the Anaconda distribution; A simple logistic regression model in Python; Setting up the R environment; Installing R and RStudio; A simple logistic regression model in R Chapter 3: Drivers behind Marketing EngagementUsing regression analysis for explanatory analysis; Explanatory analysis and regression analysis; Logistic regression; Regression analysis with Python; Data analysis and visualizations; Engagement rate; Sales channels; Total claim amounts; Regression analysis; Continuous variables; Categorical variables; Combining continuous and categorical variables; Regression analysis with R; Data analysis and visualization; Engagement rate; Sales channels; Total claim amounts; Regression analysis; Continuous variables; Categorical variables Combining continuous and categorical variablesSummary; Chapter 4: From Engagement to Conversion; Decision trees; Logistic regression versus decision trees; Growing decision trees; Decision trees and interpretations with Python; Data analysis and visualization; Conversion rate; Conversion rates by job; Default rates by conversions; Bank balances by conversions; Conversion rates by number of contacts; Encoding categorical variables; Encoding months; Encoding jobs; Encoding marital; Encoding the housing and loan variables; Building decision trees; Interpreting decision trees Decision trees and interpretations with RData analysis and visualizations; Conversion rate; Conversion rates by job; Default rates by conversions; Bank balance by conversions; Conversion rates by number of contacts; Encoding categorical variables; Encoding the month; Encoding the job, housing, and marital variables; Building decision trees; Interpreting decision trees; Summary; Section 3: Product Visibility and Marketing; Chapter 5: Product Analytics; The importance of product analytics; Product analytics using Python; Time series trends; Repeat customers; Trending items over time |
| 요약 | Section 2: Descriptive Versus Explanatory Analysis; Chapter 2: Key Performance Indicators and Visualizations; KPIs to measure performances of different marketing efforts; Sales revenue; Cost per acquisition (CPA); Digital marketing KPIs; Computing and visualizing KPIs using Python; Aggregate conversion rate; Conversion rates by age; Conversions versus non-conversions; Conversions by age and marital status; Computing and visualizing KPIs using R; Aggregate conversion rate; Conversion rates by age; Conversions versus non-conversions; Conversions by age and marital status; Summary |
| 요약 | This book will be an excellent resource for both Python and R developers and will help them apply data science and machine learning to marketing with real-world data sets. By the end of this book, you will be well equipped with the required knowledge and expertise to draw insights from data and improve your marketing strategies. |
| 일반주제명 | Marketing -- Data processing. Machine learning. Marketing research. Python (Computer program language) R (Computer program language) Machine learning. Marketing -- Data processing. Marketing research. Python (Computer program language) R (Computer program language) |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Hwang, Yoon Hyup.Hands-On Data Science for Marketing : Improve Your Marketing Strategies with Machine Learning Using Python and R.Birmingham : Packt Publishing Ltd, 짤20199781789346343 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2094760 |
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| No. | 등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 예약 | 서비스 | 매체정보 |
|---|---|---|---|---|---|---|---|---|
| 1 | WE00017063 | 658.834 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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