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Book Overview & Buying
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Table Of Contents
Mastering Machine Learning Algorithms - Second Edition
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This chapter is dedicated to two methods that can be extremely helpful in marketing applications. Unsupervised learning has many interesting applications in contexts where it's necessary to structure the knowledge a business has about customers, in order to optimize promotional campaigns, recommendations, or marketing strategies. This chapter shows how it's possible to exploit a particular kind of clustering to find similarities among sets of customers and products, and how to extract logic rules that describe and synthesize the behavior of customers selecting products from a catalog. Using these rules, marketeers can understand how to optimize their promotions, how to rearrange the position of their products, and what other items could be successfully suggested when a purchase is made.
In particular, the algorithms and topics we're going to analyze are: