Hands-On Data Science for Marketing

Conducting customer analytics with Python

In this section, we are going to discuss how to conduct customer analytics using Python. We will be mainly using the pandas and matplotlib packages to analyze and visualize the customer behavior observed in the dataset. For those readers who would like to use R instead of Python for this exercise, you can skip to the next 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/ ...