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Machine Learning for Marketing in Python

via DataCamp


From customer lifetime value, predicting churn to segmentation - learn and implement Machine Learning use cases for Marketing in Python.

The rise of machine learning (almost sounds like "rise of the machines"?) and applications of statistical methods to marketing have changed the field forever. Machine learning is being used to optimize customer journeys which maximize their satisfaction and lifetime value. This course will give you the foundational tools which you can immediately apply to improve your company’s marketing strategy. You will learn how to use different techniques to predict customer churn and interpret its drivers, measure, and forecast customer lifetime value, and finally, build customer segments based on their product purchase patterns. You will use customer data from a telecom company to predict churn, construct a recency-frequency-monetary dataset from an online retailer for customer lifetime value prediction, and build customer segments from product purchase data from a grocery shop.


  • Machine learning for marketing basics
    • In this chapter, you will explore the basics of machine learning methods used in marketing. You will learn about different types of machine learning, data preparation steps, and will run several end to end models to understand their power.
  • Churn prediction and drivers
    • In this chapter you will learn churn prediction fundamentals, then fit logistic regression and decision tree models to predict churn. Finally, you will explore the results and extract insights on what are the drivers of the churn.
  • Customer Lifetime Value (CLV) prediction
    • In this chapter, you will learn the basics of Customer Lifetime Value (CLV) and its different calculation methodologies. You will harness this knowledge to build customer level purchase features to predict next month's transactions using linear regression.
  • Customer segmentation
    • This final chapter dives into customer segmentation based on product purchase history. You will explore two different models that provide insights into purchasing patterns of customers and group them into well separated and interpretable customer segments.

Taught by

Karolis Urbonas


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