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Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python by Thomas W. Miller

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A. Data Science Methods

As marketing data scientists, we must speak the language of business—accounting, finance, marketing, and management. We need to know about information technology, including data structures, algorithms, and object-oriented programming. We must understand statistical modeling, machine learning, mathematical programming, and simulation methods. These are the things that we do:

Image Information search. We begin by learning what others have done before, learning from the literature. We draw on the work of academics and practitioners in many fields of study, contributors to predictive analytics and data science.

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