English | 2019 | ISBN: 1789346347 | 464 pages | True Retail (EPUB) | 24.84 MB

Optimize your marketing strategies through analytics and machine learning

Key Features
Understand how data science drives successful marketing campaigns
Use machine learning for better customer engagement, retention, and product recommendations
Extract insights from your data to optimize marketing strategies and increase profitability

Book Description
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.

What you will learn
Learn how to compute and visualize marketing KPIs in Python and R
Master what drives successful marketing campaigns with data science
Use machine learning to predict customer engagement and lifetime value
Make product recommendations that customers are most likely to buy
Learn how to use A/B testing for better marketing decision making
Implement machine learning to understand different customer segments

Who this book is for
If you are a marketing professional, data scientist, engineer, or a student keen to learn how to apply data science to marketing, this book is what you need! It will be beneficial to have some basic knowledge of either Python or R to work through the examples. This book will also be beneficial for beginners as it covers basic-to-advanced data science concepts and applications in marketing with real-life examples.

Table of Contents
Data Science and Marketing
Key Performance Indicators and Visualizations
Drivers behind Marketing Engagement
From Engagement to Conversion
Product Analytics
Recommending the Right Products
Exploratory Analysis for Customer Behavior
Predicting the Likelihood of Marketing Engagement
Customer Lifetime Value
Data-Driven Customer Segmentation
Retaining Customers
A/B Testing for Better Marketing Strategy
What's Next?

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