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Curso

Machine Learning for Marketing Analytics in R

Intermediário

Actualizado 05/2025

In this course you'll learn how to use data science for several common marketing tasks.

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RMachine Learning4 horas17 vídeos60 Exercícios4,200 XP12,994Certificado de conclusão

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Descrição do curso

This is your chance to dive into the worlds of marketing and business analytics using R. Day by day, there are a multitude of decisions that companies have to face. With the help of statistical models, you're going to be able to support the business decision-making process based on data, not your gut feeling. Let us show you what a great impact statistical modeling can have on the performance of businesses. You're going to learn about and apply strategies to communicate your results and help them make a difference.

Pré-requisitos

Introduction to Regression in R

1

Modeling Customer Lifetime Value with Linear Regression

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Customer lifetime value in CRM

Benefits of knowing CLV

Looking at data

Simple linear regression

Understanding residuals

Estimating simple linear regression

Multiple linear regression

Avoiding multicollinearity

Interpretation of coefficients

Model validation, model fit, and prediction

Interpretation of model fit

Future predictions of sales

2

Logistic Regression for Churn Prevention

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Churn prevention in online marketing

Application churn prevention

Data discovery

Peculiarities of the dependent variable

Modeling and model selection

Model specification and estimation

Statistical significance

Model specification

In-sample model fit and thresholding

In-sample fit full model

In-sample fit restricted model

Finding the optimal threshold

Danger of overfitting

Out-of-sample validation and cross validation

Assessing out-of-sample model fit

Cross validation

3

Modeling Time to Reorder with Survival Analysis

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Survival analysis: introduction

Applications of survival analysis

Data for survival analysis

Characteristics of survival analysis

Survival curve analysis by Kaplan Meier

Survival function, hazard function and hazard rate

The survival object

Kaplan-Meier Analysis

Cox PH model with constant covariates

Proportional hazard assumption

Cox Proportional Hazard Model

Interpretation of coefficients

Checking model assumptions and making predictions

Violation of the PH assumption

Model assumptions

Predictions

4

Reducing Dimensionality with Principal Component Analysis

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PCA for CRM data

Purposes of PCA

Getting to know the data

Exploring the correlation structure

PCA computation

Standardization of data

Compute a PCA

The result object of a PCA

Choosing the right number of principal components

How many components are relevant?

Interpretation of components

Visualization with a biplot

Principal components in a regression analysis

Regression analysis with many variables

Linear regression with principal components

Machine Learning for Marketing Analytics in R

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