Название: Product Analytics: Applied Data Science Techniques for Actionable Consumer Insights, 1st Edition
Автор: Joanne Rodrigues-Craig
Издательство: Addison-Wesley Professional
Год: 2020
Страниц: 360
Язык: английский
Формат: epub
Размер: 20.6 MB

Use Product Analytics to Understand Consumer Behavior and Change It at Scale.

Product Analytics is a complete, hands-on guide to generating actionable business insights from customer data. Experienced data scientist and enterprise manager Joanne Rodrigues introduces practical statistical techniques for determining why things happen and how to change what people do at scale. She complements these with powerful social science techniques for creating better theories, designing better metrics, and driving more rapid and sustained behavior change.

Writing for entrepreneurs, product managers/marketers, and other business practitioners, Rodrigues teaches through intuitive examples from both web and offline environments. Avoiding math-heavy explanations, she guides you step by step through choosing the right techniques and algorithms for each application, running analyses in R, and getting answers you can trust.

Develop core metrics and effective KPIs for user analytics in any web product
Truly understand statistical inference, and the differences between correlation and causation
Conduct more effective A/B tests
Build intuitive predictive models to capture user behavior in products
Use modern, quasi-experimental designs and statistical matching to tease out causal effects from observational data
Improve response through uplift modeling and other sophisticated targeting methods
Project business costs/subgroup population changes via advanced demographic projection

Whatever your product or service, this guide can help you create precision-targeted marketing campaigns, improve consumer satisfaction and engagement, and grow revenue and profits.