Book Image

Data Smart

By : John W. Foreman
Book Image

Data Smart

By: John W. Foreman

Overview of this book

Data Science gets thrown around in the press like it's magic. Major retailers are predicting everything from when their customers are pregnant to when they want a new pair of Chuck Taylors. It's a brave new world where seemingly meaningless data can be transformed into valuable insight to drive smart business decisions. But how does one exactly do data science? Do you have to hire one of these priests of the dark arts, the "data scientist," to extract this gold from your data? Nope. Data science is little more than using straight-forward steps to process raw data into actionable insight. And in Data Smart, author and data scientist John Foreman will show you how that's done within the familiar environment of a spreadsheet. Why a spreadsheet? It's comfortable! You get to look at the data every step of the way, building confidence as you learn the tricks of the trade. Plus, spreadsheets are a vendor-neutral place to learn data science without the hype. But don't let the Excel sheets fool you. This is a book for those serious about learning the analytic techniques, math and the magic, behind big data.
Table of Contents (18 chapters)
Free Chapter
1
Cover
2
Credits
3
About the Author
4
About the Technical Editors
5
Acknowledgments
18
End User License Agreement

Getting Real: K-Means Clustering Subscribers in E-mail Marketing

Let's move on to a more substantive use case. I'm an e-mail-marketing guy, so I'm going to use an example from MailChimp.com where I work. But this same example would work on retail purchase data, ad conversion data, social media data, and so on. It works with basically any type of data where you're reaching out to customers with marketing material, and they're choosing to engage with you.

Joey Bag O' Donuts Wholesale Wine Emporium

Let's imagine that you live in New Jersey where you run Joey Bag O' Donuts Wholesale Wine Emporium. It's an import-export business focused on bringing bulk wine to the states and selling it to select wine and liquor stores across the country. The way the business works is that Joey Bags travels the globe finding incredible deals on large quantities of wine. Joey ships it back to Jersey, and it's your job to sell this stuff on to stores at a profit...