Data Smart: Using Data Science to Transform Information into Insight

Contents

Introduction

1 Everything You Ever Needed to Know about Spreadsheets but Were Too Afraid to Ask

Some Sample Data

Moving Quickly with the Control Button

Copying Formulas and Data Quickly

Formatting Cells

Paste Special Values

Inserting Charts

Locating the Find and Replace Menus

Formulas for Locating and Pulling Values

Using VLOOKUP to Merge Data

Filtering and Sorting

Using PivotTables

Using Array Formulas

Solving Stuff with Solver

OpenSolver: I Wish We Didn't Need This, but We Do

Wrapping Up

2 Cluster Analysis Part I: Using K-Means to Segment Your Customer Base

Girls Dance with Girls, Boys Scratch Their Elbows

Getting Real: K-Means Clustering Subscribers in E-mail Marketing

Joey Bag O'Donuts Wholesale Wine Emporium

The Initial Dataset

Determining What to Measure

Start with Four Clusters

Euclidean Distance: Measuring Distances as the Crow Flies

Distances and Cluster Assignments for Everybody!

Solving for the Cluster Centers

Making Sense of the Results

Getting the Top Deals by Cluster

The Silhouette: A Good Way to Let Different K Values Duke It Out

How about Five Clusters?

Solving for Five Clusters

Getting the Top Deals for All Five Clusters

Computing the Silhouette for 5-Means Clustering

K-Medians Clustering and Asymmetric Distance Measurements

Using K-Medians Clustering

Getting a More Appropriate Distance Metric

Putting It All in Excel

The Top Deals for the 5-Medians Clusters

Wrapping Up

3 Naïve Bayes and the Incredible Lightness of Being an Idiot

When You Name a Product ...