Model Selection This is a continuation of our retail case study example for campaign and marketing analytics. In the previous two parts, we discussed a couple of decision tree algorithms (CART and C4.5) for classification. Recall a previous case study example on banking and risk management where we discussed logistic regression which is another approach to solving classification
This article is a continuation of the retail case study example we have been working on for the last few weeks. You can find the previous parts of the case study example at the following links: Part 1: Introduction Part 2: Problem Definition Part 3: EDA Part 4: Association Analysis Part 5: Decision Tree (CART) If you recall from
This article is a continuation of the retail case study example we have been working on for the last few weeks. You can find the previous 4 parts of the case at the following links: Part 1: Introduction Part 2: Problem Definition Part 3: EDA Part 4: Association Analysis In this article, we will discuss a type of decision tree
This is a continuation of the case study example of marketing analytics we have been discussing for the last few articles. You can find the previous parts at the following links ( Part 1, Part 2, and Part 3). In the last part, we discussed exploratory data analysis (EDA: Part 3). In this article we will talk about association analysis, a helpful technique
For the last couple of weeks we have been working on a marketing analytics case study example (read Part 1 and Part 2). In the last part (Part 2) we defined a couple of advanced analytics objectives based on the business problem at an online retail company called DresSmart Inc. In this part, we will perform some
Last week we started a case study from the online retail industry to learn more about marketing analytics (Read Part 1). Before we continue with the same case, let me share a few factors that enhance the quality of analysis for marketing or customer analytics. The obvious factors, of course, are the analysts’ inclination &
Today we are going to start a new case study example on YOU CANalytics. In this case study example, we will examine different facets of marketing analytics and customer relationship management (CRM). We will use the example of online retail to explore more about marketing analytics – an area of huge interest. However, the learning
Telecom Case Study – Customer Segmentation For the last few articles we have been working on a telecom case study to create customer segments (Part 1, Part 2 and Part 3). In this case, you are the head of customer insights and marketing at a telecom company, ConnectFast Inc. Recall, in the first part, you
Outliers “I refuse to join any club that would have me as a member.” – Groucho Marx This witty statement came from (according to me) one of the funniest men in the history of American cinema – Julius Henry Marx better known as Groucho Marx. Groucho was certainly a very unusual man and might be
In one of the previous articles, we have started with a case study example from the telecom sector. We learned about cluster analysis using black holes as an analogy. In that article, we used Euclidean distance to form customer segments. Let us continue with the same case study and learn about Euclid. Additionally, we will also