O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

C. Case Studies

Doing marketing data science means working with clients and understanding the business context of research. Case studies demonstrate the process. This appendix introduces case studies in marketing data science. Case study data and programs for analyzing these data are provided on the book’s website: http://www.ftpress/miller/.

C.1 AT&T Choice Study

Following its breakup in 1986, AT&T wanted to identify factors relating to customer choice of long-distance carriers. The firm collected respondent data from telephone interviews, household service and billing information from corporate databases, and census data linked to household addresses. Table C.1 shows variable names and definitions.

Table C.1. Variables for the AT&T Choice ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required