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Marketing Data Science: Modeling Techniques in Predictive Analyt....pdf

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    About This eBook
    Title Page
    Copyright Page
    Contents
    Preface
    Figures
    Tables
    Exhibits
    1. Understanding Markets
    2. Predicting Consumer Choice
    3. Targeting Current Customers
    4. Finding New Customers
    5. Retaining Customers
    6. Positioning Products
    7. Developing New Products
    8. Promoting Products
    9. Recommending Products
    10. Assessing Brands and Prices
    11. Utilizing Social Networks
    12. Watching Competitors
    13. Predicting Sales
    14. Redefining Marketing Research
    A. Data Science Methods
    A.1 Database Systems and Data Preparation
    A.2 Classical and Bayesian Statistics
    A.3 Regression and Classification
    A.4 Data Mining and Machine Learning
    A.5 Data Visualization
    A.6 Text and Sentiment Analysis
    A.7 Time Series and Market Response Models
    B. Marketing Data Sources
    B.1 Measurement Theory
    B.2 Levels of Measurement
    B.3 Sampling
    B.4 Marketing Databases
    B.5 World Wide Web
    B.6 Social Media
    B.7 Surveys
    B.8 Experiments
    B.9 Interviews
    B.10 Focus Groups
    B.11 Field Research
    C. Case Studies
    C.1 AT&T Choice Study
    C.2 Anonymous Microsoft Web Data
    C.3 Bank Marketing Study
    C.4 Boston Housing Study
    C.5 Computer Choice Study
    C.6 DriveTime Sedans
    C.7 Lydia E. Pinkham Medicine Company
    C.8 Procter & Gamble Laundry Soaps
    C.9 Return of the Bobbleheads
    C.10 Studenmund’s Restaurants
    C.11 Sydney Transportation Study
    C.12 ToutBay Begins Again
    C.13 Two Month’s Salary
    C.14 Wisconsin Dells
    C.15 Wisconsin Lottery Sales
    C.16 Wikipedia Votes
    D. Code and Utilities
    Bibliography
    Index
    Code Snippets
    Download from www.finelybook.com girro@qq.com About This eBook ePUB is an open, industry-standard format for eBooks. However, support of ePUB and its many features varies across reading devices and applications. Use your device or app settings to customize the presentation to your liking. Settings that you can customize often include font, font size, single or double column, landscape or portrait mode, and figures that you can click or tap to enlarge. For additional information about the settings and features on your reading device or app, visit the device manufacturer’s Web site. Many titles include programming code or configuration examples. To optimize the presentation of these elements, view the eBook in single-column, landscape mode and adjust the font size to the smallest setting. In addition to presenting code and configurations in the reflowable text format, we have included images of the code that mimic the presentation found in the print book; therefore, where the reflowable format may compromise the presentation of the code listing, you will see a “Click here to view code image” link. Click the link to view the print-fidelity code image. To return to the previous page viewed, click the Back button on your device or app. 2
    Download from www.finelybook.com girro@qq.com Marketing Data Science Modeling Techniques in Predictive Analytics with R and Python THOMAS W. MILLER 3
    Download from www.finelybook.com girro@qq.com Publisher: Paul Boger Editor-in-Chief: Amy Neidlinger Executive Editor: Jeanne Glasser Levine Operations Specialist: Jodi Kemper Cover Designer: Alan Clements Managing Editor: Kristy Hart Manufacturing Buyer: Dan Uhrig ©2015 by Thomas W. Miller Published by Pearson Education, Inc. Old Tappan New Jersey 07675 For information about buying this title in bulk quantities, or for special sales opportunities (which may include electronic versions; custom cover designs; and content particular to your business, training goals, marketing focus, or branding interests), please contact our corporate sales department at corpsales@pearsoned.com or (800) 382-3419. For government sales inquiries, please contact governmentsales@pearsoned.com. For questions about sales outside the U.S., please contact international@pearsoned.com. Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners. All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher. 4
    Download from www.finelybook.com girro@qq.com Printed in the United States of America First Printing May 2015 ISBN-10: 0-13-388655-7 ISBN-13: 978-0-13-388655-9 Pearson Education LTD. Pearson Education Australia PTY, Limited. Pearson Education Singapore, Pte. Ltd. Pearson Education Asia, Ltd. Pearson Education Canada, Ltd. Pearson Educación de Mexico, S.A. de C.V. Pearson Education—Japan Pearson Education Malaysia, Pte. Ltd. Library of Congress Control Number: 2015937911 5
    Download from www.finelybook.com girro@qq.com Contents Preface Figures Tables Exhibits 1 Understanding Markets 2 Predicting Consumer Choice 3 Targeting Current Customers 4 Finding New Customers 5 Retaining Customers 6 Positioning Products 7 Developing New Products 8 Promoting Products 9 Recommending Products 10 Assessing Brands and Prices 11 Utilizing Social Networks 6
    Download from www.finelybook.com girro@qq.com 12 Watching Competitors 13 Predicting Sales 14 Redefining Marketing Research A Data Science Methods A.1 Database Systems and Data Preparation A.2 Classical and Bayesian Statistics A.3 Regression and Classification A.4 Data Mining and Machine Learning A.5 Data Visualization A.6 Text and Sentiment Analysis A.7 Time Series and Market Response Models B Marketing Data Sources B.1 Measurement Theory B.2 Levels of Measurement B.3 Sampling B.4 Marketing Databases B.5 World Wide Web B.6 Social Media B.7 Surveys B.8 Experiments 7
    Download from www.finelybook.com girro@qq.com B.9 Interviews B.10 Focus Groups B.11 Field Research C Case Studies C.1 AT&T Choice Study C.2 Anonymous Microsoft Web Data C.3 Bank Marketing Study C.4 Boston Housing Study C.5 Computer Choice Study C.6 DriveTime Sedans C.7 Lydia E. Pinkham Medicine Company C.8 Procter & Gamble Laundry Soaps C.9 Return of the Bobbleheads C.10 Studenmund’s Restaurants C.11 Sydney Transportation Study C.12 ToutBay Begins Again C.13 Two Month’s Salary C.14 Wisconsin Dells C.15 Wisconsin Lottery Sales C.16 Wikipedia Votes 8
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