March 2019
Beginner to intermediate
464 pages
10h 57m
English
Content preview from Hands-On Data Science for Marketing
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Section 4: Personalized Marketing
In this section, you will learn how to use data to understand customer behavior better, how to use machine learning to predict the likelihood of marketing engagement and the value of individual customers over their lifetime, and how to use data science for better customer retention. This section consists of the following chapters:
- Chapter 7, Exploratory Analysis for Customer Behavior
- Chapter 8, Predicting the Likelihood of Marketing Engagement
- Chapter 9, Customer Lifetime Value
- Chapter 10, Data-Driven Customer Segmentation
- Chapter 11, Retaining Customers
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