We have come a long way. We started this book with the basics of data science and its applications in marketing and worked through numerous use cases of data science in marketing. Along the way, we have conducted descriptive analysis, where we used data science techniques to analyze and visualize data to identify patterns. We have also conducted explanatory analysis, where we used machine learning models to draw insights from data, such as finding the drivers behind certain customers' activities and the correlations between customer attributes and their actions. Lastly, we have also looked at predictive analytics, where we trained various machine learning algorithms to make forecasts on certain actions of customers.
The topics we have covered throughout this book are not trivial and were geared toward the practical usage of data science in marketing. Each...
