2. Predicting Consumer Choice
“It is not our abilities that show what we truly are. It is our choices.”
—RICHARD HARRIS AS PROFESSOR ALBUS DUMBLEDORE IN Harry Potter and the Chamber of Secrets (2002)
I spend much of my life working. This is a choice. When I prepare data for analysis or work on the web, I use Python. For modeling or graphics, I often use R. More choices. And when I am finished programming computers, writing, and teaching, I go to Hermosa Beach—my preference, my choice.
Consumer choice is part of life and fundamental to marketing data science. If we are lucky enough, we choose where we live, whether we rent an apartment or buy a house. We choose jobs, associations, friends, and lovers. Diet and exercise, health and fitness, everything ...
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