Hands-On Data Science for Marketing

Conducting customer analytics with R

In this section, we are going to discuss how to conduct customer analytics using R. We will be mainly using the dplyr and ggplot2 libraries to analyze and visualize the customer behavior observed in the dataset. For those readers who would like to use Python instead of R for this exercise, you can refer to the previous section. We will start this section by analyzing and understanding the behaviors of engaged customers and then discuss a simple way to segment the customer base by certain criteria.

For this exercise, we will be using one of the publicly available datasets from IBM, which can be found at this link: https://www.ibm.com/communities/analytics/watson-analytics-blog/marketing-customer-value-analysis/ ...