Doing marketing data science means working with clients and understanding the business context of research. Case studies demonstrate the process. This appendix introduces case studies in marketing data science. Case study data and programs for analyzing these data are provided on the book’s website:
Following its breakup in 1986, AT&T wanted to identify factors relating to customer choice of long-distance carriers. The firm collected respondent data from telephone interviews, household service and billing information from corporate databases, and census data linked to household addresses. Table C.1 shows variable names and definitions.