Analytics and data science business case studies to identify opportunities and inform decisions about products and features. Topics include Markov chains, A/B testing, customer segmentation, and machine learning models (logistic regression, support vector machines, and quadratic discriminant analysis).

EcommerceTools is a Python data science toolkit for ecommerce, marketing science, and technical SEO analysis and modelling and was created by Matt Clarke.

Hands-On Data Science for Marketing, published by Packt

Achieve your marketing goals with the data analytics power of Python

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An ANN is a model based on a collection of connected units or nodes called "artificial neurons", which loosely model the neurons in a biological brain. Each connection, like the synapses in a biological brain, can transmit information, a "signal", from one artificial neuron to another. An artificial neuron that receives a signal can process it and then signal additional artificial neurons connected to it. In common ANN implementations, the signal at a connection between artificial neurons is a real number, and the output of each artificial neuron is computed by some non-linear function of the sum of its inputs. The connections between artificial neurons are called "edges". Artificial neurons and edges typically have a weight that adjusts as learning proceeds. The weight increases or decreases the strength of the signal at a connection. Artificial neurons may have a threshold such that the signal is only sent if the aggregate signal crosses that threshold. Typically, artificial neurons are aggregated into layers. Different layers may perform different kinds of transformations on their inputs. Signals travel from the first layer (the input layer) to the last layer (the output layer), possibly after traversing the layers multiple times. The original goal of the ANN approach was to solve problems in the same way that a human brain would. However, over time, attention moved to performing specific tasks, leading to deviations from biology. Artificial neural networks have been used on a variety of tasks, including computer vision, speech recognition, machine translation, social network filtering, playing board and video games and medical diagnosis. Deep learning consists of multiple hidden layers in an artificial neural network. This approach tries to model the way the human brain processes light and sound into vision and hearing. Some successful applications of deep learning are computer vision and speech recognition.[68] Decision trees Main article: Decision tree learning Decision tree learning uses a decision tree as a predictive model to go from observations about an item (represented in the branches) to conclusions about the item's target value (represented in the leaves). It is one of the predictive modeling approaches used in statistics, data mining, and machine learning. Tree models where the target variable can take a discrete set of values are called classification trees; in these tree structures, leaves represent class labels and branches represent conjunctions of features that lead to those class labels. Decision trees where the target variable can take continuous values (typically real numbers) are called regression trees. In decision analysis, a decision tree can be used to visually and explicitly represent decisions and decision making. In data mining, a decision tree describes data, but the resulting classification tree can be an input for decision making. Support vector machines Main article: Support vector machines Support vector machines (SVMs), also known as support vector networks, are a set of related supervised learning methods used for classification and regression. Given a set of training examples, each marked as belonging to one of two categories, an SVM training algorithm builds a model that predicts whether a new example falls into one category or the other.[69] An SVM training algorithm is a non-probabilistic, binary, linear classifier, although methods such as Platt scaling exist to use SVM in a probabilistic classification setting. In addition to performing linear classification, SVMs can efficiently perform a non-linear classification using what is called the kernel trick, implicitly mapping their inputs into high-dimensional feature spaces. Illustration of linear regression on a data set. Regression analysis Main article: Regression analysis Regression analysis encompasses a large variety of statistical methods to estimate the relationship between input variables and their associated features. Its most common form is linear regression, where a single line is drawn to best fit the given data according to a mathematical criterion such as ordinary least squares. The latter is often extended by regularization (mathematics) methods to mitigate overfitting and bias, as in ridge regression. When dealing with non-linear problems, go-to models include polynomial regression (for example, used for trendline fitting in Microsoft Excel[70]), logistic regression (often used in statistical classification) or even kernel regression, which introduces non-linearity by taking advantage of the kernel trick to implicitly map input variables to higher-dimensional space. Bayesian networks Main article: Bayesian network A simple Bayesian network. Rain influences whether the sprinkler is activated, and both rain and the sprinkler influence whether the grass is wet. A Bayesian network, belief network, or directed acyclic graphical model is a probabilistic graphical model that represents a set of random variables and their conditional independence with a directed acyclic graph (DAG). For example, a Bayesian network could represent the probabilistic relationships between diseases and symptoms. Given symptoms, the network can be used to compute the probabilities of the presence of various diseases. Efficient algorithms exist that perform inference and learning. Bayesian networks that model sequences of variables, like speech signals or protein sequences, are called dynamic Bayesian networks. Generalizations of Bayesian networks that can represent and solve decision problems under uncertainty are called influence diagrams. Genetic algorithms Main article: Genetic algorithm A genetic algorithm (GA) is a search algorithm and heuristic technique that mimics the process of natural selection, using methods such as mutation and crossover to generate new genotypes in the hope of finding good solutions to a given problem. In machine learning, genetic algorithms were used in the 1980s and 1990s.[71][72] Conversely, machine learning techniques have been used to improve the performance of genetic and evolutionary algorithms.[73] Training models Usually, machine learning models require a lot of data in order for them to perform well. Usually, when training a machine learning model, one needs to collect a large, representative sample of data from a training set. Data from the training set can be as varied as a corpus of text, a collection of images, and data collected from individual users of a service. Overfitting is something to watch out for when training a machine learning model. Federated learning Main article: Federated learning Federated learning is an adapted form of distributed artificial intelligence to training machine learning models that decentralizes the training process, allowing for users' privacy to be maintained by not needing to send their data to a centralized server. This also increases efficiency by decentralizing the training process to many devices. For example, Gboard uses federated machine learning to train search query prediction models on users' mobile phones without having to send individual searches back to Google.[74] Applications There are many applications for machine learning, including: Agriculture Anatomy Adaptive websites Affective computing Banking Bioinformatics Brain–machine interfaces Cheminformatics Citizen science Computer networks Computer vision Credit-card fraud detection Data quality DNA sequence classification Economics Financial market analysis[75] General game playing Handwriting recognition Information retrieval Insurance Internet fraud detection Linguistics Machine learning control Machine perception Machine translation Marketing Medical diagnosis Natural language processing Natural language understanding Online advertising Optimization Recommender systems Robot locomotion Search engines Sentiment analysis Sequence mining Software engineering Speech recognition Structural health monitoring Syntactic pattern recognition Telecommunication Theorem proving Time series forecasting User behavior analytics In 2006, the media-services provider Netflix held the first "Netflix Prize" competition to find a program to better predict user preferences and improve the accuracy of its existing Cinematch movie recommendation algorithm by at least 10%. A joint team made up of researchers from AT&T Labs-Research in collaboration with the teams Big Chaos and Pragmatic Theory built an ensemble model to win the Grand Prize in 2009 for $1 million.[76] Shortly after the prize was awarded, Netflix realized that viewers' ratings were not the best indicators of their viewing patterns ("everything is a recommendation") and they changed their recommendation engine accordingly.[77] In 2010 The Wall Street Journal wrote about the firm Rebellion Research and their use of machine learning to predict the financial crisis.[78] In 2012, co-founder of Sun Microsystems, Vinod Khosla, predicted that 80% of medical doctors' jobs would be lost in the next two decades to automated machine learning medical diagnostic software.[79] In 2014, it was reported that a machine learning algorithm had been applied in the field of art history to study fine art paintings and that it may have revealed previously unrecognized influences among artists.[80] In 2019 Springer Nature published the first research book created using machine learning.[81] Limitations Although machine learning has been transformative in some fields, machine-learning programs often fail to deliver expected results.[82][83][84] Reasons for this are numerous: lack of (suitable) data, lack of access to the data, data bias, privacy problems, badly chosen tasks and algorithms, wrong tools and people, lack of resources, and evaluation problems.[85] In 2018, a self-driving car from Uber failed to detect a pedestrian, who was killed after a collision.[86] Attempts to use machine learning in healthcare with the IBM Watson system failed to deliver even after years of time and billions of dollars invested.[87][88] Bias Main article: Algorithmic bias Machine learning approaches in particular can suffer from different data biases. A machine learning system trained on current customers only may not be able to predict the needs of new customer groups that are not represented in the training data. When trained on man-made data, machine learning is likely to pick up the same constitutional and unconscious biases already present in society.[89] Language models learned from data have been shown to contain human-like biases.[90][91] Machine learning systems used for criminal risk assessment have been found to be biased against black people.[92][93] In 2015, Google photos would often tag black people as gorillas,[94] and in 2018 this still was not well resolved, but Google reportedly was still using the workaround to remove all gorillas from the training data, and thus was not able to recognize real gorillas at all.[95] Similar issues with recognizing non-white people have been found in many other systems.[96] In 2016, Microsoft tested a chatbot that learned from Twitter, and it quickly picked up racist and sexist language.[97] Because of such challenges, the effective use of machine learning may take longer to be adopted in other domains.[98] Concern for fairness in machine learning, that is, reducing bias in machine learning and propelling its use for human good is increasingly expressed by artificial intelligence scientists, including Fei-Fei Li, who reminds engineers that "There’s nothing artificial about AI...It’s inspired by people, it’s created by people, and—most importantly—it impacts people. It is a powerful tool we are only just beginning to understand, and that is a profound responsibility.”[99] Model assessments Classification of machine learning models can be validated by accuracy estimation techniques like the holdout method, which splits the data in a training and test set (conventionally 2/3 training set and 1/3 test set designation) and evaluates the performance of the training model on the test set. In comparison, the K-fold-cross-validation method randomly partitions the data into K subsets and then K experiments are performed each respectively considering 1 subset for evaluation and the remaining K-1 subsets for training the model. In addition to the holdout and cross-validation methods, bootstrap, which samples n instances with replacement from the dataset, can be used to assess model accuracy.[100] In addition to overall accuracy, investigators frequently report sensitivity and specificity meaning True Positive Rate (TPR) and True Negative Rate (TNR) respectively. Similarly, investigators sometimes report the false positive rate (FPR) as well as the false negative rate (FNR). However, these rates are ratios that fail to reveal their numerators and denominators. The total operating characteristic (TOC) is an effective method to express a model's diagnostic ability. TOC shows the numerators and denominators of the previously mentioned rates, thus TOC provides more information than the commonly used receiver operating characteristic (ROC) and ROC's associated area under the curve (AUC).[101] Ethics Machine learning poses a host of ethical questions. Systems which are trained on datasets collected with biases may exhibit these biases upon use (algorithmic bias), thus digitizing cultural prejudices.[102] For example, using job hiring data from a firm with racist hiring policies may lead to a machine learning system duplicating the bias by scoring job applicants against similarity to previous successful applicants.[103][104] Responsible collection of data and documentation of algorithmic rules used by a system thus is a critical part of machine learning. Because human languages contain biases, machines trained on language corpora will necessarily also learn these biases.[105][106] Other forms of ethical challenges, not related to personal biases, are more seen in health care. There are concerns among health care professionals that these systems might not be designed in the public's interest but as income-generating machines. This is especially true in the United States where there is a long-standing ethical dilemma of improving health care, but also increasing profits. For example, the algorithms could be designed to provide patients with unnecessary tests or medication in which the algorithm's proprietary owners hold stakes. There is huge potential for machine learning in health care to provide professionals a great tool to diagnose, medicate, and even plan recovery paths for patients, but this will not happen until the personal biases mentioned previously, and these "greed" biases are addressed.[107] Hardware Since the 2010s, advances in both machine learning algorithms and computer hardware have led to more efficient methods for training deep neural networks (a particular narrow subdomain of machine learning) that contain many layers of non-linear hidden units.[108] By 2019, graphic processing units (GPUs), often with AI-specific enhancements, had displaced CPUs as the dominant method of training large-scale commercial cloud AI.[109] OpenAI estimated the hardware compute used in the largest deep learning projects from AlexNet (2012) to AlphaZero (2017), and found a 300,000-fold increase in the amount of compute required, with a doubling-time trendline of 3.4 months.[110][111] Software Software suites containing a variety of machine learning algorithms include the following: Free and open-source so

Code supporting Data Science articles at The Marketing Technologist, Floryn Tech Blog, and Pythom.nl

:rotating_light: Resources :briefcase: to learn/practice :dart: Marketing analytics :chart: :rotating_light:

Marketing Data Science

Here I'll publish all of my personal projects that relate to Data Science in Marketing

This repo contains the project details of the Applied Data Science Course, which is Marketing Mix Models regarding the advertising response measurement.

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Marketing Science : Marketing Data Analytics & Bayesian Statistics

We have come a long way since I was a child in the 1960s when all I wanted for Christmas was a slinky and some Rock’Em – Sock’Em Robots. Now imagine we have traveled ten years into the future, and it is Christmas 2031. Alexa has replaced kids’ parents and Santa Claus. Every toy is connected to the Internet and looks like a robot version of the animal it represents. Clean thermonuclear Christmas trees will be providing us with radiant, gamma-ray energy for all our holiday needs. Pogo sticks have also made a comeback, but they are solar-powered and can leap entire city blocks. And while I am busy pretending to be the Ghost of Christmas Future, I thought it would also be fun to ask the Office of the CTO team about their predictions for futuristic, technical toys. So, I posed these two questions: What cool TECHNICAL toy or gadget would you like Santa to bring you this year in 2021? As a participating member of the Office of the CTO, what cool TECHNICAL toy or gadget (that has not yet been invented) would you like Santa to bring you in 10 years from now in 2031? christmas wishlist for the octo team overlay You know what? We just might see I see a sneak preview of some of these magical tech toys of the future in just a few weeks at the CES 2022 conference. In the meantime, take a look at the wish list from all of our Extreme technical gurus: Marcus Burton – Wireless and Cloud Architect Christmas Wish 2021: Is a Tesla Cybertruck an option? I’ll even take a prototype. That will scratch several technology itches at the same time. Think about it…EV, autonomous driving, AI, 5G probably, cloud-connected, mobile-first, and all the best in materials sciences and mechanical engineering applied to trucks. What more could an outdoorsy tech guy want? Christmas Wish 2031: I’m kinda thinking that while everyone else has their brain slurped out in the metaverse (with VR!), I will prefer to go to the actual mountains. But you know, I have a wife and kids, so I have to think about safety. So here’s my wish: a smart personal device that has a full week of battery life (using ultra-thin silicon wafers) with rapid solar charging, LEO satellite connectivity (for sending “eat your heart out” 3D pics to my friends from the “there’s no 6G here” wilderness), and ultra-HD terrain feature maps for modern navigation. Carla Guzzetti – VP, Experience, Messaging & Enablement Christmas Wish 2021: I want this: Meeting Owl Pro – 360-Degree, 1080p HD Smart Video Conference Camera, Microphone, and Speaker Christmas Wish 2031: I want a gadget where we can have virtual meetings without the need for a wearable! Who wants to wear heavy goggles all day? Doug McDonald – Director of Product Management Christmas Wish 2021: As a technologist often looking for a balance between screen time and health and fitness I hope Santa brings me the Aura Strap. The Aura strap adds additional IoT sensory capabilities to compliment your Apple smartwatch. Bioelectrical impedance analysis is the cutting-edge science behind the AURA Strap. This innovation provides a way to truly see how your body changes over the course of a day. Their body composition analysis includes fat, muscle mass, minerals, and hydration; providing personalized insights that improve the results of your workouts, diet, and your lifestyle as a whole. Christmas Wish 2031: Hopefully, this innovation will be here sooner. Still, in the spirit of my first wish from Santa, I also hope to have a service engine warning light for me. The concept is utilizing advancements in biomedical sensory devices to pinpoint potential changes in your physical metrics that may help in seeking medical attention sooner than later if variances in health data occur. I spoke about this concept in the Digital Diagnosis episode of the Inflection Points podcast from the Office of the CTO. Ed Koehler – Principal Engineer Christmas Wish 2021: My answers are short and sweet. I want a nice drone with high-resolution pan, tilt, and zoom (PTZ) cameras. Christmas Wish 2031: In ten years, I want a drone that I can sit inside and fly away! Puneet Sehgal – Business Initiatives Program Manager Christmas Wish 2021: I have always wanted to enjoy the world from a bird’s eye view. Therefore, my wish is for Santa to bring me a good-quality drone camera this year. It is amazing how quickly drones have evolved from commercial /military use to becoming a personal gadget. Christmas Wish 2031: In 2031, I wish Santa could get me a virtual reality (VR) trainer to help me internalize physical motion by looking at a simulation video while sending an electrical impulse to mimic it. It will open endless possibilities, and I could become an ice skater, a karate expert, or a pianist – all in one. Maybe similar research is already being done, but we are far away from something like this maturing for practical use. So, who knows – it’s Santa after all and we are talking 2031! Tim Harrison – Director of Product Marketing, Service Provider Christmas Wish 2021: This year, I would love to extend my audio recording setup and move from a digital 24 channel mixer to a control surface that integrates with my DAW (digital audio workstation) and allows me to use my outboard microphone pre-amps. I’ve been looking at an ICON QCon Pro G2 plus one QCon EX G2 extender to give me direct control over 16 channels at once (I use 16 channels just for my drum kit). Christmas Wish 2031: Ten years from now, I sincerely hope to receive an anti-gravity platform. First, I’ll be old, and climbing stairs will have become more challenging for these creaky old bones. Secondly, who hasn’t hoped for a REAL hoverboard? Once we know what gravity is “made of,” we can start making it easier to manipulate objects on earth and make space more habitable for human physiology. Either that or a puppy. Puppy sitting Divya Balu Pazhayannur – Director of Business Initiatives Christmas Wish 2021: I’m upgrading parts of my house over the holidays and browsing online for kitchen and laundry appliances. If you had told me that I would be spending three hours reading blogs on choosing the right cooktop for me, I would not have believed you. Does it have the right power, is it reliable, is it Wi-Fi enabled, can you talk to it – I’m kidding on that last one. Having said that, I’d love to get the Bosch Benchmark Gas Stovetop. Although I can’t speak to my appliance, its minimalist look has me writing it down on my wish list for Santa. I’ll even offer him some crispy dosas in exchange. Christmas Wish 2031: Apart from flying cars and personal robot assistants, I’d love to get the gift of better connectivity. I miss my family and friends in India, and it would be amazing to engage with them through holographic technology. I imagine it would allow for a much higher level of communication than today’s ‘talking head’ approach. Although do I want my family sitting with me in my living room? Still – I’d like to think a holograph would be just fantastic. Yury Ostrovsky – Sr. Technology Manager Christmas Wish 2021: I believe 2022 will be the year of VR toys. Virtual Reality is already popular, but I believe more applications will be developed in this area. We might see radio waves coming from different sources (Wi-Fi, LTE, 5G, BT, etc.) and visualize propagation in real-time. Christmas Wish 2031: “Prediction is very difficult, especially if it’s about the future” – Niels Bohr Kurt Semba – Principal Architect Christmas Wish 2021: The Crown from Neurosity. It helps you get and stay in a deep focus to improve your work and gaming results. Christmas Wish 2031: A non-evasive health device that can quickly look deep into your body and cells and explain why you are not feeling well today. Jon Filson – Senior Producer, Content Christmas Wish 2021: I want a large rollable TV by LG. In part because I watch a lot of football. And while I have a Smart TV, I still can’t get it to connect to my Bluetooth speaker … so while I love it, I want it to work better, and isn’t that so often the way with tech? But more than that, I don’t like and have never liked that rooms have to be designed around TVs. They are big, which is fine, but they are often in the way, which is less so. They should disappear when not in use. It’s $100,000 so I don’t expect it any time soon. But it’s an idea whose time has come. Christmas Wish 2031: I cheated on this one and asked my 12-year-old son Jack what he would want. It’s the portal gun, from Rick and Morty, a show in which a crazed scientist named Rick takes his grandson Morty on wacky adventures in a multi-verse. That last part is important to me. Kids today are already well into multi-verses, while we adults are just struggling to make one decent Metaverse. The next generation is already way ahead of us digitally speaking, it’s clear. Alexey Reznik – Senior UX Designer Christmas Wish 2021: This awesome toy: DJI Mavic 2 Pro – Drone Quadcopter UAV with Hasselblad Camera 3-Axis Gimbal HDR 4K Video Adjustable Aperture 20MP 1″ CMOS Sensor, up to 48mph, Gray Christmas Wish 2031: Something along these lines: BMW Motorrad VISION NEXT 100 BMW Motorcycle Michael Rash – Distinguished Engineer – Security Christmas Wish 2021: Satechi USB-C Multiport MX Adapter – Dual 4K HDMI. Christmas Wish 2031: A virtual reality headset that actually works. Alena Amir – Senior Content and Communications Manager Christmas Wish 2021: With conversations around VR/AR and the metaverse taking the world by storm, Santa could help out with an Oculus Quest. Purely for research purposes of course! Christmas Wish 2031: The 1985 movie, Back to the Future, was a family favorite and sure we didn’t get it all exactly right by 2015 but hey, it’s almost 2022! About time we get those hoverboards! David Coleman – Director of Wireless Christmas Wish 2021: Well, it looks like drones are the #1 wish item for 2021, and I am no exception. My wife and I just bought a home in the mountains of Blue Ridge, Georgia, where there is an abundance of wildlife. I want a state-of-the-art drone for bear surveillance. Christmas Wish 2031: In ten years, I will be 71 years old, and I hope to be at least semi-retired and savoring the fruits of my long tech career. Even though we are looking to the future, I want a time machine to revisit the past. I would travel back to July 16th, 1969, and watch Apollo 11 liftoff from Cape Kennedy to the moon. I actually did that as a nine-year-old kid. Oh, and I would also travel back to 1966 and play with my Rock’Em – Sock’Em Robots. Rock'em Sock'em Robots To summarize, our peeps in the Office of the CTO all envision Christmas 2031, where the way we interact as a society will have progressed. In 2021, we already have unlimited access to information, so future tech toys might depend less on magical new technologies and more on the kinds of experiences these new technologies can create. And when those experiences can be shared across the globe in real-time, the world gains an opportunity to learn from each other and grow together in ways that would never have been possible.

Achieve your marketing goals with the data analytics power of Python

New dedicated repo! This marketing data science app helps brands statistically identify their organic -and influential- ambassadors, thereby nullifying the need for paid brand ambassadors. :)

Machine Learning MSc Digital Marketing and Data Science EM Lyon

마케팅을 위한 데이터 분석

Udemy is an online learning and teaching marketplace with over 183000 courses and 40 million students. Learn programming, marketing, data science and more. Deployed Link :-https://kapoorkartik.github.io/Udemy-Clone/home_page.html

Marketing automation with data science

Predicted probabilities from machine learning classification algorithms may be used to tackle imbalance data. The study uses the Portuguese bank marketing dataset as a case study, as published in Towards Data Science on Medium.com

# Bank Marketing Dataset ## Marketing Introduction: The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. - Kotler and Armstrong (2010). Marketing campaigns are characterized by focusing on the customer needs and their overall satisfaction. Nevertheless, there are different variables that determine whether a marketing campaign will be successful or not. There are certain variables that we need to take into consideration when making a marketing campaign. ## The 4 Ps: 1) Segment of the Population: To which segment of the population is the marketing campaign going to address and why? This aspect of the marketing campaign is extremely important since it will tell to which part of the population should most likely receive the message of the marketing campaign. 2) Distribution channel to reach the customer's place: Implementing the most effective strategy in order to get the most out of this marketing campaign. What segment of the population should we address? Which instrument should we use to get our message out? (Ex: Telephones, Radio, TV, Social Media Etc.) 3) Price: What is the best price to offer to potential clients? (In the case of the bank's marketing campaign this is not necessary since the main interest for the bank is for potential clients to open depost accounts in order to make the operative activities of the bank to keep on running.) 4) Promotional Strategy: This is the way the strategy is going to be implemented and how are potential clients going to be address. This should be the last part of the marketing campaign analysis since there has to be an indepth analysis of previous campaigns (If possible) in order to learn from previous mistakes and to determine how to make the marketing campaign much more effective. ## What is a Term Deposit? A Term deposit is a deposit that a bank or a financial institurion offers with a fixed rate (often better than just opening deposit account) in which your money will be returned back at a specific maturity time. For more information with regards to Term Deposits please click on this link from Investopedia: https://www.investopedia.com/terms/t/termdeposit.asp ## Outline: 1. Import data from dataset and perform initial high-level analysis: look at the number of rows, look at the missing values, look at dataset columns and their values respective to the campaign outcome. 2. Clean the data: remove irrelevant columns, deal with missing and incorrect values, turn categorical columns into dummy variables. 3. Use machine learning techniques to predict the marketing campaign outcome and to find out factors, which affect the success of the campaign. ## Dataset Link https://archive.ics.uci.edu/ml/datasets/Bank+Marketing ## Dataset Information The data is related with direct marketing campaigns of a Portuguese banking institution. The marketing campaigns were based on phone calls. Often, more than one contact to the same client was required, in order to access if the product (bank term deposit) would be ('yes') or not ('no') subscribed. There are four datasets: 1) bank-additional-full.csv with all examples (41188) and 20 inputs, ordered by date (from May 2008 to November 2010), very close to the data analyzed in [Moro et al., 2014] 2) bank-additional.csv with 10% of the examples (4119), randomly selected from 1), and 20 inputs. 3) bank-full.csv with all examples and 17 inputs, ordered by date (older version of this dataset with less inputs). 4) bank.csv with 10% of the examples and 17 inputs, randomly selected from 3 (older version of this dataset with less inputs). The smallest datasets are provided to test more computationally demanding machine learning algorithms (e.g., SVM). The classification goal is to predict if the client will subscribe (yes/no) a term deposit (variable y). ## Attribute Information Input variables: #### bank client data: 1-age (numeric) 2-job : type of job (categorical: 'admin.','blue-collar','entrepreneur','housemaid','management','retired','self-employed','services','student','technician','unemployed','unknown') 3-marital : marital status (categorical: 'divorced','married','single','unknown'; note: 'divorced' means divorced or widowed) 4-education(categorical:'basic.4y','basic.6y','basic.9y','high.school','illiterate','professional.course','university.degree','unknown') 5-default: has credit in default? (categorical: 'no','yes','unknown') 6-housing: has housing loan? (categorical: 'no','yes','unknown') 7-loan: has personal loan? (categorical: 'no','yes','unknown') #### related with the last contact of the current campaign: 8-contact: contact communication type (categorical: 'cellular','telephone') 9-month: last contact month of year (categorical: 'jan', 'feb', 'mar', ..., 'nov', 'dec') 10-day_of_week: last contact day of the week (categorical: 'mon','tue','wed','thu','fri') 11-duration: last contact duration, in seconds (numeric). Important note: this attribute highly affects the output target (e.g., if duration=0 then y='no'). Yet, the duration is not known before a call is performed. Also, after the end of the call y is obviously known. Thus, this input should only be included for benchmark purposes and should be discarded if the intention is to have a realistic predictive model. #### other attributes: 12-campaign: number of contacts performed during this campaign and for this client (numeric, includes last contact) 13-pdays: number of days that passed by after the client was last contacted from a previous campaign (numeric; 999 means client was not previously contacted) 14-previous: number of contacts performed before this campaign and for this client (numeric) 15-poutcome: outcome of the previous marketing campaign (categorical: 'failure','nonexistent','success') #### social and economic context attributes 16-emp.var.rate: employment variation rate - quarterly indicator (numeric) 17-cons.price.idx: consumer price index - monthly indicator (numeric) 18-cons.conf.idx: consumer confidence index - monthly indicator (numeric) 19-euribor3m: euribor 3 month rate - daily indicator (numeric) 20-nr.employed: number of employees - quarterly indicator (numeric) Output variable (desired target): 21-y - has the client subscribed a term deposit? (binary: 'yes','no') ## License This dataset is public available for research. Citations - 1.Moro et al., 2014] S. Moro, P. Cortez and P. Rita. A Data-Driven Approach to Predict the Success of Bank Telemarketing. Decision Support Systems, Elsevier, 62:22-31, June 2014 2.Dua, D. and Graff, C. (2019). UCI Machine Learning Repository [http://archive.ics.uci.edu/ml]. Irvine, CA: University of California, School of Information and Computer Science.

Personal Data Science Projects for 6 Business Cases in Sales, Marketing, Operations, Human Resource, Public Relations, and Production/Maintenance Departments (in progress).

Welcome to the new era. One of the biggest challenges when studying the technical skills of data science is understanding how those skills and concepts translate into real jobs, like growth marketing. The main idea is to demonstrate how with Python skills you can make the best marketing decisions based on data. In this project, through Python, using packages such as pandas, I perform an analysis of marketing campaigns using machine learning, taking into account the different metrics such as CTR, conversion rate, or retention rate of each social network, to learn how to analyze campaign performance, measure customer engagement, and predict customer churn, to improve company's marketing strategy.

Code and data examples included in the book "Marketing Data Science" by Thomas W. Miller.

Syracuse University, Masters of Applied Data Science - MAR 653 Marketing Analytics

Business Case of Deere & Co. Deere and copmany forecast higher sales of machinery in the next financial year as the world’s largest tractor manufacturer downplayed the impact of the U.S.-China trade war on soybean prices. Deere also forecast its equipment sales will rise by about 30 percent in the current fiscal year. The company expects farmers’ net returns per acre in 2019 will rise as much as 20 percent to the highest level in about five years, Chief Finance Officer Rajesh Kalathur said on the call. Now with this challenging demand, we need data science team to help them Deere is a tractor and farm equipment manufacturing company, was established in 1838. The company has shown a consistent growth in its revenue from tractor sales since its inception. However, over the years the company has struggled to keep it’s inventory and production cost down because of variability in sales and tractor demand. The management at PowerHorse is under enormous pressure from the shareholders and board to reduce the production cost. Additionally, they are also interested in understanding the impact of their marketing and farmer connect efforts towards overall sales. In the same effort, they have hired you as a data science and predictive analytics consultant. Can you help them in optimizing and solving their business Problem

Various projects on data science applications of marketing analytics.

Experiment data and replication codes for the paper Morozov and Tuchman (2024, Marketing Science)