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Now , a leader of Northwestern University's prestigious analytics program presents a fully-integrated treatment of both the business and academic elements of marketing applications in predictive analytics. Writing for both managers and students, Thomas W. Miller explains essential concepts, principles, and theory in the context of real-world applications.

 

Building on Miller's pioneering program, Marketing Data Science thoroughly addresses segmentation, target marketing, brand and product positioning, new product development, choice modeling, recommender systems, pricing research, retail site selection, demand estimation, sales forecasting, customer retention, and lifetime value analysis.

 

Starting where Miller's widely-praised Modeling Techniques in Predictive Analytics left off, he integrates crucial information and insights that were previously segregated in texts on web analytics, network science, information technology, and programming. Coverage includes:

• The role of analytics in delivering effective messages on the web
• Understanding the web by understanding its hidden structures
• Being recognized on the web – and watching your own competitors
• Visualizing networks and understanding communities within them
• Measuring sentiment and making recommendations
• Leveraging key data science methods: databases/data preparation, classical/Bayesian statistics, regression/classification, machine learning, and text analytics

Six complete case studies address exceptionally relevant issues such as: separating legitimate email from spam; identifying legally-relevant information for lawsuit discovery; gleaning insights from anonymous web surfing data, and more. This text's extensive set of web and network problems draw on rich public-domain data sources; many are accompanied by solutions in Python and/or R.

Marketing Data Science will be an invaluable resource for all students, faculty, and professional marketers who want to use business analytics to improve marketing performance.

• Sales Rank: #642991 in Books
• Published on: 2015-05-22
• Original language: English
• Number of items: 1
• Dimensions: 9.40" h x 1.40" w x 7.20" l, .0 pounds
• Binding: Hardcover
• 480 pages

From the Back Cover
To solve real marketing problems with predictive analytics, you need to master concepts, theory, skills, and tools.
Now, one authoritative guide covers them all.

Marketing Data Science brings together the knowledge you need to model consumer and buyer preferences and predict marketplace behavior, so you can make informed business decisions. Using hands-on examples built with R, Python, and publicly available data sets, Thomas W. Miller shows how to solve a wide array of marketing problems with predictive analytics.

Building on the pioneering data science program at Northwestern University, Miller covers analytics for segmentation, target marketing, brand and product positioning, new product development, choice modeling, recommender systems, pricing research, retail site selection, demand estimation, sales forecasting, customer retention, and lifetime value analysis.

Miller brings together essential concepts, principles, and skills that were formerly scattered across multiple texts. You’ll gain realistic experience extending predictive analytics with powerful techniques from web analytics, network science, programming, and marketing research. As you practice, you’ll master data management and modeling skills you can apply in all markets, business-to-consumer and business-to-business alike.

All data sets, extensive R and Python code, and additional examples are available for download at www.ftpress.com/miller/.

In a world transformed by information and communication technology, marketing, sales, and research have merged--and data rule them all. Today, marketers must master a new data science and use it to uncover meaningful answers rapidly and inexpensively.

This book teaches marketing data science through real-world examples that integrate essential knowledge from the disciplines that have shaped it. Building on his pioneering courses at Northwestern University, Thomas W. Miller walks you through the entire process of modeling and answering marketing questions with R and Python, today’s leading open source tools for data science.

Using real data sets, Miller covers a full spectrum of marketing applications, from targeting new customers to improving retention, setting prices to quantifying brand equity.

Marketing professionals can use Marketing Data Science as a ready resource and reference for any project. For programmers, it offers an extensive foundation of working code for solving real problems--with step-by-step comments and expert guidance for taking your analysis even further.

ADDRESS IMPORTANT MARKETING PROBLEMS:

• Reveal hidden drivers of consumer choice
• Target likely purchasers
• Strengthen retention
• Position products to exploit marketplace gaps
• Evaluate promotions
• Build recommender systems
• Assess response to brand and price
• Model the diffusion of innovation
• Analyze consumer sentiment
• Build competitive intelligence
• Choose new retail locations
• Develop an efficient and rigorous marketing research program, drawing on a wide range of data sources, internal and external

About the Author
Thomas W. Miller is faculty director of the Predictive Analytics program at Northwestern University. He has designed courses for the program, including Marketing Analytics, Advanced Modeling Techniques, Data Visualization, Web and Network Data Science, and the capstone course. He has taught extensively in the program and works with more than forty other faculty members in delivering training in predictive analytics and data science.

Miller is owner of Research Publishers LLC and its ToutBay Division, a publisher and distributor of data science applications. He has consulted widely in the areas of retail site selection, product positioning, segmentation, and pricing in competitive markets and has worked with predictive models for more than 30 years.

Miller’s books include Web and Network Data Science, Modeling Techniques in Predictive Analytics, Data and Text Mining: A Business Applications Approach, Research and Information Services: An Integrated Approach for Business, and a book about predictive modeling in sports, Without a Tout: How to Pick a Winning Team.

Before entering academia, Miller spent nearly 15 years in business IT in the computer and transportation industries. He also directed the A. C. Nielsen Center for Marketing Research and taught market research and business strategy at the University of Wisconsin-Madison. He holds a Ph.D. in psychology (psychometrics) and a master’s degree in statistics from the University of Minnesota and an MBA and master’s degree in economics from the University of Oregon.

Most helpful customer reviews

3 of 4 people found the following review helpful.
Well Presented Text of Marketing Analytics and Business Data Science With Programming Examples in R and Python
By Ira Laefsky
An excellent overview and software implementation of marketing analysis techniques by a team of individuals with wide experience in both the academic and consulting/corporate environments. Also the first Data Science book of several in my possession to reflect the main tools used in
real data science applications and contrasting them in many cases side by side.. The code is excellent and well-commented although I would
have appreciated a greater discussion of the tools and methods in Python and R as they are used in the examples and in conditioning as well as
analyzing data for commercial and academic applications. I also would have appreciated more of a discussion of how practitioners should choose between R and Python for various categories of practical applications. The bibliography is extensive and up-to-date.

I highly recommend this book for the business or data science student, marketing practioner or consumer of data science particularly in the marketing and business arena/

5 of 6 people found the following review helpful.
Good information, but poorly organized and presented
By Mainiac
There is a lot of good information in this book, but I find it poorly organized and presented.

It's hard to figure out the best audience for this book, and I think when you imagine it as a textbook in a specific degree program, where the instructor would know exactly the prerequisite classes taken by the students coming into the class, then it starts to make sense. Ideas toward the front of the book are not properly introduced and code is thrown at the reader without much in the way of explanation. In the context of a class, the instructor could smooth out these rough edges and likely deliver a coherent educational experience. But as a standalone learning experience, this is rough going.

(I'm sure it's relevant what my own background is, which is completely comfortable with predictive analytics and programming, but ignorant of the specific way that "marketing" folks look at the world.)

I find the book very strangely organized in that Appendix A, "Data Science Methods", is, well, relegated to an appendix, rather than being a central part of the flow of the book. It's a really good chapter!

There is some tremendously useful code presented in this book, but again, the way that it's presented will make it of limited utility to those who do not have a guide in the form of a professor teaching a class or who do not have sufficient background to ramp up to the ideas presented.

I am also not fond of the production qualities of the book, e.g:
1. The paper is overly thin, so you can see the text on the other side of the page, which just makes reading harder to my mind.
2. The code is presented with this horrible gray background. Black text on a gray background (I dunno, maybe 30% gray) is not good contrast. So the code ends up being unnecessarily difficult to read.
3. That this was created using LaTeX is obvious to me. Not because the typesetting is problematic, but because of the front matter, with the separate listings of Figures, Tables, and Exhibits. LaTeX makes producing these listings easy, but just because you can produce them doesn't mean you should. They feel anachronistic and strange.

The fact that all the code and underlying data is available on the web is amazing, so for some folks, the difficult presentation will be worth slogging through to see the examples. But I fear that many would-be readers will just give up because the path is so rough.

2 of 3 people found the following review helpful.
Dig deep and add value, a real gold-mine here
By John H.
Valuable for both marketing professionals and programmers. The goal of informed business decisions is a priceless target in my life and work, and data science is here to help. My favorites, and the most impressive chapters for me, are Predicting Consumer Choice, Finding New Customers, and Retaining Customers, because these add value that is hard to come by. For those with a talent or interest in math and programming as well, this should give you loads of inspiration and I could foresee some really great ventures, ideas, and entrepreneurship coming from the stimulus of this book. The real-world examples, citations, charts, and graphs are excellent. This is obviously not an "average person" or popular consumer-level "pop salesman" book, but much deeper than that. The detailed programming examples are superb and thorough, such as "Analysis for a Field Test of Laundry Soaps" -- to give you an idea of this level of expertise. The Appendices are fantastic, with lots of case studies, code, and data sources. Highly recommended.

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The new baking masterwork from the author of The Cake Bible and The Pie and Pastry Bible.

The Bread Bible gives bread bakers 150 of the meticulous, foolproof recipes that are Rose Levy Beranbaum's trademark. Her knowledge of the chemistry of baking, the accessibility of her recipes, and the incomparable taste of her creations make this book invaluable for home cooks and professional bakers alike.

"Understanding" and "Pointers for Success" sections explain in simple, readable language the importance of various techniques and ingredients demonstrated in a recipe, providing a complete education in the art of baking, with thorough sections on types of flour, equipment, and other essentials. Easy-to-use ingredient tables provide both volume and weight, for surefire recipes that work perfectly every time.

Recipes include bread made with yeast starters, quick breads, flatbreads, brioche, and much more. From ciabatta, semolina, rye, and sourdough breads to bagels, biscuits, crumpets, and pizza dough, The Bread Bible covers all the baking bases. 225 line drawings and 32 pages of color illustrations

• Sales Rank: #14928 in Books
• Brand: W.W. Norton & Co
• Published on: 2003-10-17
• Ingredients: Example Ingredients
• Original language: English
• Number of items: 1
• Dimensions: 10.30" h x 1.70" w x 8.40" l, 3.45 pounds
• Binding: Hardcover
• 640 pages

Amazon.com Review
Rose Levy Beranbaum's The Cake Bible introduced readers to a newly illuminating baking-book approach--a precisely detailed yet accessible recipe format emphasizing baking science. The Bread Bible follows the same plan, offering 150 recipes, arranged by type, for a great variety of baked goods--from muffins, popovers, and English muffins to sandwich loaves, focaccia, rolls, hearth breads, rye bread, challah, and more, with a particularly vivid (and passionate) stop at sourdough loaves. Instruction is abetted by 32 pages of photos plus 300 step-by-step illustrations that depict, for example, bagel forming, in exact, imitable detail. In addition, an introductory section, "The Ten Essential Steps of Making Bread," includes a particularly lucid discussion on the way yeast works plus an invaluable comparison of kneading methods. Like the book's final look at ingredients, these "mini-texts" provide information uncommon to most home bread books, rendered in simple language that allays fears of putting one's hand in the dough.

All this is impressive indeed, and readers bitten by the bread-baking bug will welcome the ultra-thorough Beranbaum approach. The less committed may find her technical demands too painstaking (her baguette recipe requires two starters, for example; though simpler loaves are, of course, offered) or even impractical (ingredient quantities using grams are sometimes given in minute fractions, requiring a special scale). The frequent inclusion of alternate mixing methods and equipment options can also make the formulas unwieldy. On the other hand, features like Pointers for Success and Understanding often yield exciting discovery as well as rewarding results. In short, this Beranbaum bible answers virtually every bread-making question, as well as providing exemplary formulas. It's the real deal for those willing to bake along with Rose. --Arthur Boehm

From Publishers Weekly
As in her seminal The Cake Bible, which won an IACP prize, Beranbaum doesn't just offer recipes here; she dissects them, explains how they work, then puts them back together again with a number of variations. The front matter to what Beranbaum terms her "bread biography" contains perhaps the best explanation anywhere of how yeast works and a description of the sponge method used for almost every yeast-risen bread. Each recipe also includes a "Rose ratio," which shows at a glance the percentage of water, yeast, flour and fat in each bread. The author's discussion of the pros and cons of various kneading methods (bread machine, by hand, etc.) is invaluable. After all this information, bakers will be eager to get to the recipes, which are equally rewarding. Beranbaum covers everything from a Chocolate Bread made with cocoa nibs to a Traditional Challah. Recipes are arranged by type of bread, with groups including sandwich loaves and dinner rolls and brioche breads. A chapter on artisanal hearth breads includes Heart of Wheat Bread, with wheat germ for extra crunch, and New Zealand Almond and Fig Bread with an apricot glaze. Every time Beranbaum seems about to go overboard with too much information, she steps back from the brink, as in the excellent introduction to sourdough, where she thoroughly explains how sourdough works, then provides a simple box with eight rules for making a starter. Beranbaum could have a second career as a scientist, but luckily for home bakers she seems intent on creating a library of seminal cookbooks instead.
Copyright 2003 Reed Business Information, Inc.

Review
“Rose will not only walk you through a recipe, she will hold your hand all the way. She is the ultimate perfectionist and we readers are the beneficiaries. We can always count on her to create recipes that not only work flawlessly, but taste out of this world. Way to go, Rose!” (Maggie Glezer, author of Artisan Baking Across America)

“Every book by Rose Levy Beranbaum is a highly anticipated event, but this one is particularly close to my heart. The Bread Bible brings together an amazing amount of useful information with many many great and trustworthy recipes―you can always count on a recipe by Rose, and her attention to every detail. For a baker like me, this book is heavenly, just as the title promises.” (Peter Reinhart, author of The Bread Baker's Apprentice)

“The world of bread baking has been a secret society for 5000 years. Not any more. This book explains bread in all its historical, gastronomic, chewy, crusty, glorious detail. Of course, it took Rose to do it. This is the bread book.” (Bill Yosses, pastry chef, New York City)

Most helpful customer reviews

3 of 3 people found the following review helpful.
Fantastic content, HORRIBLE kindle edition.
By Sylvius
This is a fantastic book, the content is great. The poor rating relates to the kindle edition. It is one of the worst paper book to e-book transitions I have seen. The table of contents just lists chapter names without any listing of the recipes contained in each chapter. There is no easy way to find or jump to an individual recipe. The index is a useless joke in that it doesn't link to or show locations of the indexed words. The illustrations do not render well and often seem to be in the wrong place related to the text. I wish I could return it and just get the paper version (which I have gotten from the library in the past and have loved).

1 of 1 people found the following review helpful.
Is it just me?!!
By Melinda
I rarely write a review but I am compelled by my continuous failures at producing reasonable loves from this so called "bible" . More like fishes than the loaves for me. I have tried several of the recipes, and although I have been successfully baking for 50 odd years, with almost no failure, this book is my Waterloo. I have yet to have an absolute success, but the cinnamon raisin bread did me in. I was skeptical as I followed the process, with as it turned out, good reason. Heavy, heavy heavy. Blog search, as usual with every recipe I have tried from this book. All I can say is good luck and try Tartines bread book.

1 of 1 people found the following review helpful.
Excellent but annoyingly flawed in places
By R. L. Wexelblat
This is a beautifully illustrated book with detailed directions for making all sorts of breads. The Jewish rye and pumpernickel came out great. Directions are quite detailed (with variants for hand or machine mixing and kneading and measures in English volume, ounces, and grams). In the recipes I've tried, the author uses start-them four-hours-to-a-day-before sponge starters... with three rises, so prepare to spend a lot of time from start to eat. It's worth the effort in my view.

B*U*T the proofreading in this book totally sucks. Both the recipes mentioned above were wrong as printed. Fortunately, I went to the author's web site to pick up errata after finding the first error. Errors are silly such as telling you to lower the oven temperature from 400 degrees to 400 degrees (only Farenheit oven temps, by the way) -- or subtle such as telling you to add rye flour when rye flour isn't even in the ingredients list. So definitely read carefully through each recipe before starting and check the author's site for corrections before proceeding.

But for the proofreading issues it would have been 5 stars.

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Principles of Human Resource Management by D. Quinn Mills, Harvard Business School professor emeritus, reviews the key concepts of HR management and offers practical guidance for managers with HR responsibilities within today's complex organizations.

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About the author
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• Sales Rank: #1537292 in eBooks
• Published on: 2013-01-14
• Released on: 2013-01-14
• Format: Kindle eBook

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• Sales Rank: #3143942 in Books
• Published on: 1994
• Binding: Paperback

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Yoga for the Body, Mind & Soul is a comprehensive treatise on Yoga, Mediation and Pranayam, incorporating all the five wings of unique and holistic system of Yog, Jagadguru Kripaluji Yog. With nearly 250 Yogasans, 13 pranayams and 24 mudras for complete protection of the body, subtle body relaxation and Roopdhyan meditation for your mind & soul, this book is a must have for aspirants who practice Yoga, Pranayam and Meditation. It also has a dedicated section on the science of healthy diet.

• Sales Rank: #499301 in eBooks
• Published on: 2014-03-04
• Released on: 2014-03-04
• Format: Kindle eBook

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7 of 7 people found the following review helpful.
Holistic approach to yoga
By Niraj Trivedi
There are several books/videos/instructions available nowadays on yoga. They primarily focus on only bodily fitness. Some of them entail authentic yogic postures/exercises and are beneficial to bodily fitness. Swami Mukundananda's book 'Yoga for the Body, Mind and Soul' is different and better in the following ways - 1) it is holistic in approach - yoga for the body, mind and soul 2) the yogic postures described are authentic from the perspective of ancient Hindu scriptures and science 3) the exercises are explained in a clear and simple language; very easy to follow; benefits are clearly stated along with required preconditions/cautions 4) scientific explanation given for benefits of eating healthy and vegetarian diet 5) explains how to bring about a healthy change in mind and perspective towards life; makes the mind calm, collected, and peaceful 6) most importantly - walks you through charming exercises of how to unite oneself with God, which is the true and authentic meaning of the Sanskrit word 'Yog'.

I recommend everyone to buy this book and take the time to read it. If the book's contents are implemented in life, it will not only benefit your health, but your mind and most importantly, your soul.

3 of 3 people found the following review helpful.
It helps to maintain a healthy body and healthy mind
By Saubhagya K. Nayak
This Yoga for Body, Mind and Soul is a very unique book. It covers five different aspects Yogasan, Pranayam, Subtle body relaxation, Meditation and Proper Diet. Maharishi Patanjali, the ancient exponent of astanga Yog, describes the eight steps to god realization. The first five steps (Yama, Niyama, Asana, Pranayam, Pratyahara) are related to the body and the last three steps (Dhahran, Dhyana and Samadhi) are for the mind. Here the author has described all the eight stages of astanga yoga and also about the science of paper diet.

I have been practicing Yoga since last three years and this book has helped me a lot. When I have any questions about a asana or wanted to learn a new one, I turn to this book. It describes step by step each asana along with pictures. It also tells the benefit of each asana and it's contraindications. Another unique point this books tells is to practice each asana with God's name.

3 of 3 people found the following review helpful.
Wonderful book with lots of valuable information!
By RenKyo
Although there are many yoga books out there, this is one that I really like a lot and would highly recommend! The book not only has many yoga asanas, but also describes the benefits of each and every asanas. In addition, precautions are given with certain asanas that are not suitable for people with health problems such as high blood pressure, hernia, etc. I find this very valuable! In addition to yoga asanas, the book also covers pranayams (breathing exercises), meditation, and healthy diet and eating. I have it and got one for my parents as well and my dad loves it!

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• Sales Rank: #504608 in Books
• Binding: Audio CD

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