Hands-On Data Science for Marketing

Data analysis and visualization

Before we dive into regression analysis, let's first take a more detailed look at the data, in order to have a better understanding of what data points we have and what patterns we can see in the data. If you look at the data, you will notice a column named Response. It contains information on whether a customer responded to their marketing calls. We will use this field as a measure of customer engagement. For future computations, it will be better to encode this field with numerical values. Let's take a look at the following code:

# Encode Response as 0s and 1sdf$Engaged <- as.integer(df$Response) - 1

As you can see in this code, using the as.integer function, we are encoding those who did not respond to marketing ...