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Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python Tapa dura - 2015
de Thomas Miller
Descripción de contraportada
To solve real marketing problems with predictive analytics, you need to master concepts, theory, skills, and tools.
Now, one authoritative guide covers them all. Marketing Data Science brings together the knowledge you need to model consumer and buyer preferences and predict marketplace behavior, so you can make informed business decisions. Using hands-on examples built with R, Python, and publicly available data sets, Thomas W. Miller shows how to solve a wide array of marketing problems with predictive analytics. Building on the pioneering data science program at Northwestern University, Miller covers analytics for segmentation, target marketing, brand and product positioning, new product development, choice modeling, recommender systems, pricing research, retail site selection, demand estimation, sales forecasting, customer retention, and lifetime value analysis. Miller brings together essential concepts, principles, and skills that were formerly scattered across multiple texts. You'll gain realistic experience extending predictive analytics with powerful techniques from web analytics, network science, programming, and marketing research. As you practice, you'll master data management and modeling skills you can apply in all markets, business-to-consumer and business-to-business alike. All data sets, extensive R and Python code, and additional examples are available for download at www.ftpress.com/miller/. In a world transformed by information and communication technology, marketing, sales, and research have merged--and data rule them all. Today, marketers must master a new data science and use it to uncover meaningful answers rapidly and inexpensively. This book teaches marketing data science through real-world examples that integrate essential knowledge from the disciplines that have shaped it. Building on his pioneering courses at Northwestern University, Thomas W. Miller walks you through the entire process of modeling and answering marketing questions with R and Python, today's leading open source tools for data science. Using real data sets, Miller covers a full spectrum of marketing applications, from targeting new customers to improving retention, setting prices to quantifying brand equity. Marketing professionals can use Marketing Data Science as a ready resource and reference for any project. For programmers, it offers an extensive foundation of working code for solving real problems--with step-by-step comments and expert guidance for taking your analysis even further. ADDRESS IMPORTANT MARKETING PROBLEMS:
Now, one authoritative guide covers them all. Marketing Data Science brings together the knowledge you need to model consumer and buyer preferences and predict marketplace behavior, so you can make informed business decisions. Using hands-on examples built with R, Python, and publicly available data sets, Thomas W. Miller shows how to solve a wide array of marketing problems with predictive analytics. Building on the pioneering data science program at Northwestern University, Miller covers analytics for segmentation, target marketing, brand and product positioning, new product development, choice modeling, recommender systems, pricing research, retail site selection, demand estimation, sales forecasting, customer retention, and lifetime value analysis. Miller brings together essential concepts, principles, and skills that were formerly scattered across multiple texts. You'll gain realistic experience extending predictive analytics with powerful techniques from web analytics, network science, programming, and marketing research. As you practice, you'll master data management and modeling skills you can apply in all markets, business-to-consumer and business-to-business alike. All data sets, extensive R and Python code, and additional examples are available for download at www.ftpress.com/miller/. In a world transformed by information and communication technology, marketing, sales, and research have merged--and data rule them all. Today, marketers must master a new data science and use it to uncover meaningful answers rapidly and inexpensively. This book teaches marketing data science through real-world examples that integrate essential knowledge from the disciplines that have shaped it. Building on his pioneering courses at Northwestern University, Thomas W. Miller walks you through the entire process of modeling and answering marketing questions with R and Python, today's leading open source tools for data science. Using real data sets, Miller covers a full spectrum of marketing applications, from targeting new customers to improving retention, setting prices to quantifying brand equity. Marketing professionals can use Marketing Data Science as a ready resource and reference for any project. For programmers, it offers an extensive foundation of working code for solving real problems--with step-by-step comments and expert guidance for taking your analysis even further. ADDRESS IMPORTANT MARKETING PROBLEMS:
- Reveal hidden drivers of consumer choice
- Target likely purchasers
- Strengthen retention
- Position products to exploit marketplace gaps
- Evaluate promotions
- Build recommender systems
- Assess response to brand and price
- Model the diffusion of innovation
- Analyze consumer sentiment
- Build competitive intelligence
- Choose new retail locations
- Develop an efficient and rigorous marketing research program, drawing on a wide range of data sources, internal and external
Detalles
- Título Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python
- Autor Thomas Miller
- Encuadernación Tapa dura
- Páginas 480
- Volúmenes 1
- Idioma ENG
- Editorial Pearson FT Press
- Fecha de publicación 2015-05
- Ilustrado Sí
- Features Bibliography, Glossary, Illustrated, Index
- ISBN 9780133886559 / 0133886557
- Peso 2.05 libras (0.93 kg)
- Dimensiones 9.3 x 7 x 1.3 pulgadas (23.62 x 17.78 x 3.30 cm)
- Library of Congress subjects Data mining, Python (Computer program language)
- Número de catálogo de la Librería del Congreso de EEUU 2015937911
- Dewey Decimal Code 658.8
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Marketing Data Science : Modeling Techniques in Predictive Analytics with R and Python
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Marketing Data Science: Modeling Techniques In Predictive Analytics With R And Python
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Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python (FT Press Analytics)
de Miller, Thomas
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Marketing Data Science
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Hardback. New. New Book; Fast Shipping from UK; Not signed; Not First Edition; Now, a leader of Northwestern University's prestigious analytics program presents a fully-integrated treatment of both the business and academic elements of marketing applications in predictive analytics. Writing for both managers and s
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Marketing Data Science: Modeling Techniques in Predictive Analytics With Python and R
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Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python (FT Press Analytics)
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Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python (FT Press Analytics)
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Pearson FT Press, 2015-05-22. Hardcover. Good. Textbook, May Have Highlights, Notes and/or Underlining, BOOK ONLY-NO ACCESS CODE, NO CD, Ships with Emailed Tracking
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Marketing Data Science: Modeling Techniques in Predictive Analytics With Python and R
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