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This book is a complete introduction to the power of R for marketing research practitioners. The text describes statistical models from a conceptual point of view with a minimal amount of mathematics, presuming only an introductory knowledge of statistics. Hands-on chapters accelerate the learning curve by asking readers to interact with R from the beginning. Core topics include the R language, basic statistics, linear modeling, and data visualization, which is presented throughout as an integral part of analysis. Later chapters cover more advanced topics yet are intended to be approachable for all analysts. These sections examine logistic regression, customer segmentation, hierarchical linear modeling, market basket analysis, structural equation modeling, and conjoint analysis in R. The text uniquely presents Bayesian models with a minimally complex approach, demonstrating and explaining Bayesian methods alongside traditional analyses for analysis of variance, linear models, and metric and choice-based conjoint analysis. With its emphasis on data visualization, model assessment, and development of statistical intuition, this book provides guidance for any analyst looking to develop or improve skills in R for marketing applications.
Applied Survival Analysis Using R covers the main principles of survival analysis, gives examples of how it is applied, and teaches how to put those principles to use to analyze data using R as a vehicle. Survival data, where the primary outcome is time to a specific event, arise in many areas of biomedical research, including clinical trials, epidemiological studies, and studies of animals. Many survival methods are extensions of techniques used in linear regression and categorical data, while other aspects of this field are unique to survival data. This text employs numerous actual examples to illustrate survival curve estimation, comparison of survivals of different groups, proper accounting for censoring and truncation, model variable selection, and residual analysis. Because explaining survival analysis requires more advanced mathematics than many other statistical topics, this book is organized with basic concepts and most frequently used procedures covered in earlier chapters, with more advanced topics near the end and in the appendices. A background in basic linear regression and categorical data analysis, as well as a basic knowledge of calculus and the R system, will help the reader to fully appreciate the information presented. Examples are simple and straightforward while still illustrating key points, shedding light on the application of survival analysis in a way that is useful for graduate students, researchers, and practitioners in biostatistics.
Master predictive analytics, from start to finish Start with strategy and management Master methods and build models Transform your models into highly-effective code—in both Python and R This one-of-a-kind book will help you use predictive analytics, Python, and R to solve real business problems and drive real competitive advantage. You’ll master predictive analytics through realistic case studies, intuitive data visualizations, and up-to-date code for both Python and R—not complex math. Step by step, you’ll walk through defining problems, identifying data, crafting and optimizing models, writing effective Python and R code, interpreting results, and more. Each chapter focuses on one of today’s key applications for predictive analytics, delivering skills and knowledge to put models to work—and maximize their value. Thomas W. Miller, leader of Northwestern University’s pioneering program in predictive analytics, addresses everything you need to succeed: strategy and management, methods and models, and technology and code. If you’re new to predictive analytics, you’ll gain a strong foundation for achieving accurate, actionable results. If you’re already working in the field, you’ll master powerful new skills. If you’re familiar with either Python or R, you’ll discover how these languages complement each other, enabling you to do even more. All data sets, extensive Python and R code, and additional examples available for download at http://www.ftpress.com/miller/ Python and R offer immense power in predictive analytics, data science, and big data. This book will help you leverage that power to solve real business problems, and drive real competitive advantage. Thomas W. Miller’s unique balanced approach combines business context and quantitative tools, illuminating each technique with carefully explained code for the latest versions of Python and R. If you’re new to predictive analytics, Miller gives you a strong foundation for achieving accurate, actionable results. If you’re already a modeler, programmer, or manager, you’ll learn crucial skills you don’t already have. Using Python and R, Miller addresses multiple business challenges, including segmentation, brand positioning, product choice modeling, pricing research, finance, sports, text analytics, sentiment analysis, and social network analysis. He illuminates the use of cross-sectional data, time series, spatial, and spatio-temporal data. You’ll learn why each problem matters, what data are relevant, and how to explore the data you’ve identified. Miller guides you through conceptually modeling each data set with words and figures; and then modeling it again with realistic code that delivers actionable insights. You’ll walk through model construction, explanatory variable subset selection, and validation, mastering best practices for improving out-of-sample predictive performance. Miller employs data visualization and statistical graphics to help you explore data, present models, and evaluate performance. Appendices include five complete case studies, and a detailed primer on modern data science methods. Use Python and R to gain powerful, actionable, profitable insights about: Advertising and promotion Consumer preference and choice Market baskets and related purchases Economic forecasting Operations management Unstructured text and language Customer sentiment Brand and price Sports team performance And much more
The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodological developments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.
Now , 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. Building on Miller's pioneering program, Marketing Data Science 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. Starting where Miller's 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: The role of analytics in delivering effective messages on the web Understanding the web by understanding its hidden structures Being recognized on the web – and watching your own competitors Visualizing networks and understanding communities within them Measuring sentiment and making recommendations Leveraging key data science methods: databases/data preparation, classical/Bayesian statistics, regression/classification, machine learning, and text analytics Six 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. Marketing Data Science will be an invaluable resource for all students, faculty, and professional marketers who want to use business analytics to improve marketing performance.
The book is written for researchers in social science and marketing field, especially for those with little or no knowledge in computer programming. Data analytics has become part and parcel in the contemporary technologically fast paced world. We have amazing tools and software that allow us to analyse data available in various formats. However, most of the popular paid software and packages for data analysis is not affordable or not even accessible for the students, researchers. This is true in the case of many NGOs and agencies how are involved in community based research in developing countries. We have popular open source platforms and tools such as R and Python for data analysis. This book makes use of Python because of its simplicity, adaptability, broader scope and greater potential in advanced data mining and text mining contexts. We found it as a need to educate and train the researchers from social science and marketing research background, so that they could make use of Python, a promising tool to meet simple to extremely complex data analyses needs free of cost. The learnings from this book will not only help them in doing their conventional data analyses but also enable them to pursue advanced knowledge in machine learning algorithms, text analytics and other new generation techniques with the support of freely accessible open source platforms. Since the objective of the book is to educate the researchers with no programming background, we have made every effort to give hands-on experience in learning some basic coding in Python, which is sufficient for the readers to follow the book. The step-by-step procedure to do various data processing and analysis described in this book will make it easy for the users. Apart from that, we have tried our level best to give explanations on specific codes and how they perform to get us the desired output. We also request you to give you valuable comments and suggestions on the book, via our blog, so that we could improve the same in the upcoming volumes. We commit ourselves to providing explanations to the readers' questions related to the codes and analysis provided in this book. The book specifically deals with data sets of row and column format, as the general format commonly used in social science research, which most of the researchers are familiar with. So we do not work with arrays and dictionaries, except in one or two occasions (only to make you familiar with that) instead prefer to make use of Excel data and pandas data frame. The book consists of thirteen chapters. The first chapter gives an introduction to Python and its relevance and scope in contemporary data analysis contexts. Ch. 2 teaches the basics and Python coding, Ch. 3-7, provide a step-by-step narration of how to enter data, process it, preliminary analysis and data cleaning with the help of Python, Ch.8-9, present data visualizations and narration techniques using Python; Ch.10.demonstrate how Python can use for statistical analysis. The remaining chapters are focusing on giving more real life situations in data analysis and the practical solutions to handle them. The exercises provided in the book are similar to real analysis situations, and that will help the reader for an easy transition to the data analyst jobs. The authors have taken utmost care identifying and providing solutions to all practical difficulties the readers may face while using Python for data analysis purpose. The authors have developed a series of codes and have incorporated them to make data processing and analysis convenient and easy for the researchers. The self-learning materials given in this book will help social science and marketing researchers to deepen their understanding of various steps in data processing and analyses and to gain advanced skills in using Python for this purpose.

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