Product Analytics: Applied Data Science Techniques for Actionable Consumer Insights (Pearson Business Analytics Series) - Softcover

Rodrigues, Joanne

Softcover

ISBN 10: 0135258529 ISBN 13: 9780135258521

Publisher: Addison-Wesley Professional, 2020

Synopsis

This guide shows how to combine data science with social science to gain unprecedented insight into customer behavior, so you can change it. Joanne Rodrigues-Craig bridges the gap between predictive data science and statistical techniques that reveal why important things happen -- why customers buy more, or why they immediately leave your site -- so you can get more behaviors you want and less you don’t.

Drawing on extensive enterprise experience and deep knowledge of demographics and sociology, Rodrigues-Craig shows how to create better theories and metrics, so you can accelerate the process of gaining insight, altering behavior, and earning business value. You’ll learn how to:

• Develop complex, testable theories for understanding individual and social behavior in web products
• Think like a social scientist and contextualize individual behavior in today’s social environments
• Build more effective metrics and KPIs for any web product or system
• Conduct more informative and actionable A/B tests
• Explore causal effects, reflecting a deeper understanding of the differences between correlation and causation
• Alter user behavior in a complex web product
• Understand how relevant human behaviors develop, and the prerequisites for changing them
• Choose the right statistical techniques for common tasks such as multistate and uplift modeling
• Use advanced statistical techniques to model multidimensional systems
• Do all of this in R (with sample code available in a separate code manual)

About this title

About the Author

Joanne Rodrigues is an experienced data scientist with master’s degrees in mathematics, political science, and demography. She has six years of experience in statistical computing and R programming, as well as experience with Python for data science applications. Her management experience at enterprise companies leverages her ability to understand human behavior by using economic and sociological theory in the context of complex mathematical models.

From the Back Cover

This guide shows how to combine data science with social science to gain unprecedented insight into customer behavior, so you can change it. Joanne Rodrigues-Craig bridges the gap between predictive data science and statistical techniques that reveal why important things happen -- why customers buy more, or why they immediately leave your site -- so you can get more behaviors you want and less you don’t. 

Drawing on extensive enterprise experience and deep knowledge of demographics and sociology, Rodrigues-Craig shows how to create better theories and metrics, so you can accelerate the process of gaining insight, altering behavior, and earning business value. You’ll learn how to:

• Develop complex, testable theories for understanding individual and social behavior in web products 
• Think like a social scientist and contextualize individual behavior in today’s social environments 
• Build more effective metrics and KPIs for any web product or system
• Conduct more informative and actionable A/B tests 
• Explore causal effects, reflecting a deeper understanding of the differences between correlation and causation
• Alter user behavior in a complex web product 
• Understand how relevant human behaviors develop, and the prerequisites for changing them
• Choose the right statistical techniques for common tasks such as multistate and uplift modeling 
• Use advanced statistical techniques to model multidimensional systems 
• Do all of this in R (with sample code available in a separate code manual)

• Build better theories and metrics, and drive more of the behaviors you want
• Model, understand, and alter customer behavior to increase revenue and retention
• Construct better frameworks for examining why your customers do what they do
• Develop core metrics for user analytics, and conduct more effective A/B tests
• Master key techniques that most books ignore, including statistical matching and uplift modeling 
• Use R and this book’s many R examples to implement these techniques yourself

Use data science and social science to generate real changes in customer behavior

• Build better theories and metrics, and drive more of the behaviors you want
• Model, understand, and alter customer behavior to increase revenue and retention
• Construct better frameworks for examining why your customers do what they do
• Develop core metrics for user analytics, and conduct more effective A/B tests
• Master key techniques that most books ignore, including statistical matching and uplift modeling 
• Use R and this book’s many R examples to implement these techniques yourself

Edition details

• Publisher: Addison-Wesley Professional
• Publication date: 2020
• Language: English
• ISBN 10: 0135258529
• ISBN 13: 9780135258521
• Binding: Paperback
• Edition number: 1
• Number of pages: 448