Chapter 11
Making Marketing Improvements
IN THIS CHAPTER
Uncovering popular use cases
Mapping and scoring your sales-and-marketing channels
Getting hip to modern data privacy requirements
Rolling your own marketing mix models
Each and every customer has their own, unique set of preferences, needs, and wants. The better you can align your business and its offerings with the most intimate desires of your customers, the easier it is to convert leads into new customers and make repeat sales with existing customers. Luckily for you, data science, when combined with data analytics, is the perfect vehicle by which to offer the personalization that today’s tech-savvy consumer craves. In this chapter, I have you look at several ways to go about using data science in marketing to improve the profitability of your company’s marketing efforts.
Exploring Popular Use Cases for Data Science in Marketing
You can use data science in a lot of ways to increase your marketing return on investment. These are the most common marketing use cases for data science:
- Recommendation engines: Whether you build ...
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