Home > Store > Home & Office Computing > The Web/Virtual Worlds/Social Networking

Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python

Register your product to gain access to bonus material or receive a coupon.

Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python

Best Value Purchase

Book + eBook Bundle

  • Your Price: $91.99
  • List Price: $159.98
  • We're temporarily out of stock, but order now and we'll send it to you later.
  • Includes EPUB, MOBI, and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

More Purchase Options

Book

  • Your Price: $63.99
  • List Price: $79.99
  • We're temporarily out of stock, but order now and we'll send it to you later.

eBook (Watermarked)

  • Your Price: $63.99
  • List Price: $79.99
  • Includes EPUB, MOBI, and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    MOBI MOBI The eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

    Adobe Reader PDF The popular standard, used most often with the free Adobe® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

About

Features

The fully-integrated, expert, hands-on guide to predictive analytics and data science for marketing 

  • Fully integrates everything you need to know to address real marketing challenges – including all relevant web analytics, network science, information technology, and programming techniques
  • Covers analytics for segmentation, targeting, positioning, pricing, product development, site selection, recommender systems, forecasting, retention, lifetime value analysis, and much more
  • Includes multiple examples demonstrated with Python and R
  • By Thomas W. Miller, leader of Northwestern's pioneering predictive analytics program, and author of Modeling Techniques in Predictive Analytics

Description

  • Copyright 2015
  • Dimensions: 7" x 9-1/4"
  • Pages: 480
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-388655-7
  • ISBN-13: 978-0-13-388655-9

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 students, Thomas W. Miller explains essential concepts, principles, and theory in the context of real-world applications.

Building on Miller's pioneering program, Marketing Data Science thoroughly addresses 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.

Starting where Miller's widely-praised Modeling Techniques in Predictive Analytics left off, he integrates crucial information and insights that were previously segregated in texts on web analytics, network science, information technology, and programming. Coverage includes:

  • The role of analytics in delivering effective messages on the web
  • Understanding the web by understanding its hidden structures
  • Being recognized on the web – and watching your own competitors
  • Visualizing networks and understanding communities within them
  • Measuring sentiment and making recommendations
  • Leveraging key data science methods: databases/data preparation, classical/Bayesian statistics, regression/classification, machine learning, and text analytics

Six complete case studies address exceptionally relevant issues such as: separating legitimate email from spam; identifying legally-relevant information for lawsuit discovery; gleaning insights from anonymous web surfing data, and more. This text's extensive set of web and network problems draw on rich public-domain data sources; many are accompanied by solutions in Python and/or R.


Marketing Data Science will be an invaluable resource for all students, faculty, and professional marketers who want to use business analytics to improve marketing performance.

Downloads

Downloads

Download supporting files for this book at https://github.com/mtpa/mds.

Source Code

Access the code files from this book.

Sample Content

Table of Contents

Preface    vii
Figures    xi
Tables    xv
Exhibits    xvii
1 Understanding Markets    1
2 Predicting Consumer Choice    13
3 Targeting Current Customers    27
4 Finding New Customers    49
5 Retaining Customers    65
6 Positioning Products    87
7 Developing New Products    111
8 Promoting Products    121
9 Recommending Products    139
10 Assessing Brands and Prices    159
11 Utilizing Social Networks    193
12 Watching Competitors    221
13 Predicting Sales    235
14 Redefining Marketing Research    247
A Data Science Methods    257
B Marketing Data Sources    291
C Case Studies    353
D Code and Utilities    397
Bibliography    415
Index    453

Updates

Submit Errata

More Information

Unlimited one-month access with your purchase
Free Safari Membership