Data Science for Marketing Analytics

5. Predicting Customer Revenue Using Linear Regression

Overview

In this chapter, you will learn how to solve business problems that require the prediction of quantities. You will learn about regression, a supervised learning approach to predict continuous outcomes. You will explore linear regression, a simple yet powerful technique that is the workhorse for predictive modeling in the industry. Then you will learn how to implement some key steps in the modeling process – feature engineering and data cleaning. Later, you will implement your linear regression models and finally interpret the results to derive business insights.

Introduction

Azra, a large, high-end, fast-fashion retailer that has operations all over the world, has approved its marketing ...