Skip to Main Content
Data Analytics for Marketing
book

Data Analytics for Marketing

by Guilherme Diaz-Bérrio
May 2024
Beginner to intermediate content levelBeginner to intermediate
452 pages
11h 32m
English
Packt Publishing
Content preview from Data Analytics for Marketing

4

Econometrics and Causal Inference with Statsmodels and PyMC

All models are wrong, but some are useful.

– George Box

As a marketing analyst, usually you will not have the luxury of big data to feed into machine learning models. The data will be sparce or made up of low-frequency, time series, or panel data, which will prevent you from brute forcing your way through. You need a solid understanding of econometrics and the principles of causality to answer common questions your stakeholders will have.

As you can recall from Chapter 1, What is Marketing Analytics?, some questions you will encounter in your daily work will be “Why did something happen?”. This is diagnostic analytics. As a marketing data analyst, you will be asked, “What is the impact ...

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

Hands-On Data Science for Marketing

Hands-On Data Science for Marketing

Yoon Hyup Hwang
Data Science for Marketing Analytics - Second Edition

Data Science for Marketing Analytics - Second Edition

Mirza Rahim Baig, Gururajan Govindan, Vishwesh Ravi Shrimali

Publisher Resources

ISBN: 9781803241609Supplemental Content