{"product_id":"9780133886559","title":"Marketing Data Science","description":"Now\u003cb\u003e\u003ci\u003e,\u003c\/i\u003e\u003c\/b\u003e a leader 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. \u003cp\u003e \u003c\/p\u003e \u003cp\u003eBuilding on Miller's pioneering program, \u003cb\u003e\u003ci\u003eMarketing Data Science\u003c\/i\u003e\u003c\/b\u003e thoroughly addresses 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.\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003eStarting where Miller's widely-praised \u003ci\u003eModeling Techniques in Predictive Analytics\u003c\/i\u003e 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003e  The role of analytics in delivering effective messages on the web \u003c\/li\u003e \u003cli\u003e  Understanding the web by understanding its hidden structures \u003c\/li\u003e \u003cli\u003e  Being recognized on the web – and watching your own competitors \u003c\/li\u003e \u003cli\u003e  Visualizing networks and understanding communities within them \u003c\/li\u003e \u003cli\u003e  Measuring sentiment and making recommendations \u003c\/li\u003e \u003cli\u003e  Leveraging key data science methods: databases\/data preparation, classical\/Bayesian statistics, regression\/classification, machine learning, and text analytics \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eSix complete case studies address exceptionally relevant issues such as: separating legitimate email from spam; identifying legally-relevant information for lawsuit discovery; gleaning insights from anonymous web surfing data, and more. This text's extensive set of web and network problems draw on rich public-domain data sources; many are accompanied by solutions in Python and\/or R.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e\u003ci\u003eMarketing Data Science\u003c\/i\u003e\u003c\/b\u003e will be an invaluable resource for all students, faculty, and professional marketers who want to use business analytics to improve marketing performance.\u003c\/p\u003e","brand":"Pearson","offers":[{"title":"Default Title","offer_id":47016068448496,"sku":"9780133886559","price":79.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780133886559_p0.jpg?v=1763641563","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780133886559","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}