[Download] PDF Marketing Data Science: Modeling Techniques
in Predictive Analytics with R and Python
By Thomas W. Miller Jr.
In Marketing Data Science , a top faculty member of Northwestern University's
prestigious analytics program presents a fully-integrated treatment of both the
business and academic elements of marketing applications in predictive
analytics. Writing for both managers and students, Thomas W. Miller explains
essential concepts, principles, and theory in the context of real-world
applications. Building on his predictive analytics program at Northwestern,
Miller covers segmentation, target marketing, brand and product positioning,
new product development, choice modeling, recommender systems, pricing
research, retail site selection, demand estimation, sales forecasting, customer
retention, and lifetime value analysis. Starting where his widely-praised
Modeling Techniques in Predictive Analytics left off, he integrates crucial
information and insights that were previously segregated in texts on web
analytics, network science, information technology, and programming.
Coverage includes:
