Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python

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 p...