This section briefly introduces the authors, the coverage of this book, the technical skills you'll need to get started, and the hardware and software requirements required to complete all of the included activities and exercises.
About the Book
Data Science for Marketing Analytics covers every stage of data analytics, from working with a raw dataset to segmenting a population and modeling different parts of it based on the segments.
The book starts by teaching you how to use Python libraries, such as pandas and Matplotlib, to read data from Python, manipulate it, and create plots using both categorical and continuous variables. Then, you'll learn how to segment a population into groups and use different clustering techniques ...