Data Science for Marketing Analytics

Chapter 5

Predicting Customer Revenue Using Linear Regression

Learning Objectives

By the end of this chapter, you will be able to:

• Describe use cases for regression modeling
• Prepare transaction data for regression
• Engineer features for regression analysis
• Perform regression modeling and interpret the results

This chapter covers regression and explains how to transform data to use for regression analysis and interpret the results.

Introduction

In the previous lesson, you learned about applying and assessing various unsupervised clustering techniques to segment data into groups. In this chapter, you will learn about regression, a supervised learning technique used to predict continuous outcomes. We will begin with an explanation of regression. ...