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

2. Predicting Consumer Choice

“It is not our abilities that show what we truly are. It is our choices.”

—RICHARD HARRIS AS PROFESSOR ALBUS DUMBLEDORE IN Harry Potter and the Chamber of Secrets (2002)

I spend much of my life working. This is a choice. When I prepare data for analysis or work on the web, I use Python. For modeling or graphics, I often use R. More choices. And when I am finished programming computers, writing, and teaching, I go to Hermosa Beach—my preference, my choice.

Consumer choice is part of life and fundamental to marketing data science. If we are lucky enough, we choose where we live, whether we rent an apartment or buy a house. We choose jobs, associations, friends, and lovers. Diet and exercise, health and fitness, everything ...

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