For each marketing problem, the authors help you:Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making
Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of:The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design
For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics
PROFITING FROM MARKETING ANALYTICS: YOUR COMPLETE EXECUTIVE ROADMAP
“Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain & Company, helping clients develop actionable strategies that deliver sustainable results.”
—Bob Bechek, Worldwide Managing Director, Bain & Company
“Cesar has explored a complex subject in a clear and useful way as senior marketers look to more effectively leverage the power of data and analytics.”
—Bill Brand, Chief Marketing and Business Development Officer, HSN, Inc.
“Loaded with meaty lessons from seasoned practitioners, this book defines the guideposts of the Marketing Analytics Age and what it will take for marketing leaders to be successful in it. Cesar Brea has provided a practical playbook for marketers who are ready to make this transition.”
—Meredith Callanan, Vice President, Corporate Marketing and Communications, T. Rowe Price
“While the field has a lot of books on the statistics of marketing analytics, we also need insights on the organization issues and culture needed to implement successfully. Cesar Brea’s Marketing and Sales Analytics has addressed this gap in an interesting and helpful way.”
—Scott A. Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College
To successfully apply marketing analytics, executives must orchestrate elements that transcend multiple perspectives and organizational silos. In Marketing and Sales Analytics, leading analytics consultant Cesar Brea shows you exactly how to do this.
Brea examines the experiences of 15 leaders who’ve built high-value analytics capabilities in multiple industries. Then, building on what they’ve learned, he presents a complete blueprint for implementing and profiting from marketing analytics.
You’ll learn how to evaluate “ecosystemic” conditions for success, reconcile diverse perspectives to frame the right questions, and organize your people, data, and operating infrastructure to answer them and maximize business results. Brea helps you overcome key challenges ranging from balancing analytic techniques to governance, hidden biases to culture change. He also offers specific guidance on crucial decisions such as “buy vs. build?”, “centralize or decentralize?”, and “hire generalists or specialists?”
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.
The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and “triangulate” to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. For every metric, the authors present real-world pros, cons, and tradeoffs--and help you understand what the numbers really mean.
This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning--and optimize every marketing decision you make:
· Understand the full spectrum of marketing metrics: pros, cons, nuances, and application
· Quantify the profitability of products, customers, channels, and marketing initiatives
· Measure everything from “bounce rates” to the growth of your web communities
· Understand your true return on marketing investment--and enhance it
This award-winning book will show you how to apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI.
The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces, channels, and more.
For every metric, the authors present real-world pros, cons, and tradeoffs — and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning — and optimize every marketing decision you make.
Marketing Metrics, Third Edition will be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance.
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition , is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.
This textbook provides a comprehensive introduction to forecasting methods and presents enough information about each method for readers to use them sensibly.
Blending the informed analysis of The Signal and the Noise with the instructive iconoclasm of Think Like a Freak, a fascinating, illuminating, and witty look at what the vast amounts of information now instantly available to us reveals about ourselves and our world—provided we ask the right questions.
By the end of an average day in the early twenty-first century, human beings searching the internet will amass eight trillion gigabytes of data. This staggering amount of information—unprecedented in history—can tell us a great deal about who we are—the fears, desires, and behaviors that drive us, and the conscious and unconscious decisions we make. From the profound to the mundane, we can gain astonishing knowledge about the human psyche that less than twenty years ago, seemed unfathomable.
Everybody Lies offers fascinating, surprising, and sometimes laugh-out-loud insights into everything from economics to ethics to sports to race to sex, gender and more, all drawn from the world of big data. What percentage of white voters didn’t vote for Barack Obama because he’s black? Does where you go to school effect how successful you are in life? Do parents secretly favor boy children over girls? Do violent films affect the crime rate? Can you beat the stock market? How regularly do we lie about our sex lives and who’s more self-conscious about sex, men or women?
Investigating these questions and a host of others, Seth Stephens-Davidowitz offers revelations that can help us understand ourselves and our lives better. Drawing on studies and experiments on how we really live and think, he demonstrates in fascinating and often funny ways the extent to which all the world is indeed a lab. With conclusions ranging from strange-but-true to thought-provoking to disturbing, he explores the power of this digital truth serum and its deeper potential—revealing biases deeply embedded within us, information we can use to change our culture, and the questions we’re afraid to ask that might be essential to our health—both emotional and physical. All of us are touched by big data everyday, and its influence is multiplying. Everybody Lies challenges us to think differently about how we see it and the world.
If you have an aptitude for mathematics and some programming skills, author Joel Grus will help you get comfortable with the math and statistics at the core of data science, and with hacking skills you need to get started as a data scientist. Today’s messy glut of data holds answers to questions no one’s even thought to ask. This book provides you with the know-how to dig those answers out.Get a crash course in PythonLearn the basics of linear algebra, statistics, and probability—and understand how and when they're used in data scienceCollect, explore, clean, munge, and manipulate dataDive into the fundamentals of machine learningImplement models such as k-nearest Neighbors, Naive Bayes, linear and logistic regression, decision trees, neural networks, and clusteringExplore recommender systems, natural language processing, network analysis, MapReduce, and databases
Based on an MBA course Provost has taught at New York University over the past ten years, Data Science for Business provides examples of real-world business problems to illustrate these principles. You’ll not only learn how to improve communication between business stakeholders and data scientists, but also how participate intelligently in your company’s data science projects. You’ll also discover how to think data-analytically, and fully appreciate how data science methods can support business decision-making.Understand how data science fits in your organization—and how you can use it for competitive advantageTreat data as a business asset that requires careful investment if you’re to gain real valueApproach business problems data-analytically, using the data-mining process to gather good data in the most appropriate wayLearn general concepts for actually extracting knowledge from dataApply data science principles when interviewing data science job candidates
If you want to find out how to use Python to start answering critical questions of your data, pick up Python Machine Learning – whether you want to get started from scratch or want to extend your data science knowledge, this is an essential and unmissable resource.What You Will LearnExplore how to use different machine learning models to ask different questions of your dataLearn how to build neural networks using Keras and TheanoFind out how to write clean and elegant Python code that will optimize the strength of your algorithmsDiscover how to embed your machine learning model in a web application for increased accessibilityPredict continuous target outcomes using regression analysisUncover hidden patterns and structures in data with clusteringOrganize data using effective pre-processing techniquesGet to grips with sentiment analysis to delve deeper into textual and social media dataIn Detail
Machine learning and predictive analytics are transforming the way businesses and other organizations operate. Being able to understand trends and patterns in complex data is critical to success, becoming one of the key strategies for unlocking growth in a challenging contemporary marketplace. Python can help you deliver key insights into your data – its unique capabilities as a language let you build sophisticated algorithms and statistical models that can reveal new perspectives and answer key questions that are vital for success.
Python Machine Learning gives you access to the world of predictive analytics and demonstrates why Python is one of the world's leading data science languages. If you want to ask better questions of data, or need to improve and extend the capabilities of your machine learning systems, this practical data science book is invaluable. Covering a wide range of powerful Python libraries, including scikit-learn, Theano, and Keras, and featuring guidance and tips on everything from sentiment analysis to neural networks, you'll soon be able to answer some of the most important questions facing you and your organization.Style and approach
Python Machine Learning connects the fundamental theoretical principles behind machine learning to their practical application in a way that focuses you on asking and answering the right questions. It walks you through the key elements of Python and its powerful machine learning libraries, while demonstrating how to get to grips with a range of statistical models.
Updated to reflect recent advances in MySQL and InnoDB performance, features, and tools, this third edition not only offers specific examples of how MySQL works, it also teaches you why this system works as it does, with illustrative stories and case studies that demonstrate MySQL’s principles in action. With this book, you’ll learn how to think in MySQL.Learn the effects of new features in MySQL 5.5, including stored procedures, partitioned databases, triggers, and viewsImplement improvements in replication, high availability, and clusteringAchieve high performance when running MySQL in the cloudOptimize advanced querying features, such as full-text searchesTake advantage of modern multi-core CPUs and solid-state disksExplore backup and recovery strategies—including new tools for hot online backups
Let's face it, SQL is a deceptively simple language to learn, and many database developers never go far beyond the simple statement: SELECT columns FROM table WHERE conditions. But there is so much more you can do with the language. In the SQL Cookbook, experienced SQL developer Anthony Molinaro shares his favorite SQL techniques and features. You'll learn about:
Window functions, arguably the most significant enhancement to SQL in the past decade. If you're not using these, you're missing out
Powerful, database-specific features such as SQL Server's PIVOT and UNPIVOT operators, Oracle's MODEL clause, and PostgreSQL's very useful GENERATE_SERIES function
Pivoting rows into columns, reverse-pivoting columns into rows, using pivoting to facilitate inter-row calculations, and double-pivoting a result set
Bucketization, and why you should never use that term in Brooklyn.
How to create histograms, summarize data into buckets, perform aggregations over a moving range of values, generate running-totals and subtotals, and other advanced, data warehousing techniques
The technique of walking a string, which allows you to use SQL to parse through the characters, words, or delimited elements of a string
Written in O'Reilly's popular Problem/Solution/Discussion style, the SQL Cookbook is sure to please. Anthony's credo is: "When it comes down to it, we all go to work, we all have bills to pay, and we all want to go home at a reasonable time and enjoy what's still available of our days." The SQL Cookbook moves quickly from problem to solution, saving you time each step of the way.
Updated for R 2.14 and 2.15, this second edition includes new and expanded chapters on R performance, the ggplot2 data visualization package, and parallel R computing with Hadoop.Get started quickly with an R tutorial and hundreds of examplesExplore R syntax, objects, and other language detailsFind thousands of user-contributed R packages online, including BioconductorLearn how to use R to prepare data for analysisVisualize your data with R’s graphics, lattice, and ggplot2 packagesUse R to calculate statistical fests, fit models, and compute probability distributionsSpeed up intensive computations by writing parallel R programs for HadoopGet a complete desktop reference to R
This major new edition features many topics not covered in the original, including graphical models, random forests, ensemble methods, least angle regression & path algorithms for the lasso, non-negative matrix factorization, and spectral clustering. There is also a chapter on methods for ``wide'' data (p bigger than n), including multiple testing and false discovery rates.
Trevor Hastie, Robert Tibshirani, and Jerome Friedman are professors of statistics at Stanford University. They are prominent researchers in this area: Hastie and Tibshirani developed generalized additive models and wrote a popular book of that title. Hastie co-developed much of the statistical modeling software and environment in R/S-PLUS and invented principal curves and surfaces. Tibshirani proposed the lasso and is co-author of the very successful An Introduction to the Bootstrap. Friedman is the co-inventor of many data-mining tools including CART, MARS, projection pursuit and gradient boosting.
This updated second edition provides guidance for database developers, advanced configuration for system administrators, and an overview of the concepts and use cases for other people on your project. Ideal for NoSQL newcomers and experienced MongoDB users alike, this guide provides numerous real-world schema design examples.Get started with MongoDB core concepts and vocabularyPerform basic write operations at different levels of safety and speedCreate complex queries, with options for limiting, skipping, and sorting resultsDesign an application that works well with MongoDBAggregate data, including counting, finding distinct values, grouping documents, and using MapReduceGather and interpret statistics about your collections and databasesSet up replica sets and automatic failover in MongoDBUse sharding to scale horizontally, and learn how it impacts applicationsDelve into monitoring, security and authentication, backup/restore, and other administrative tasks
Rather than run through all possible scenarios, this pragmatic operations guide calls out what works, as demonstrated in critical deployments.Get a high-level overview of HDFS and MapReduce: why they exist and how they workPlan a Hadoop deployment, from hardware and OS selection to network requirementsLearn setup and configuration details with a list of critical propertiesManage resources by sharing a cluster across multiple groupsGet a runbook of the most common cluster maintenance tasksMonitor Hadoop clusters—and learn troubleshooting with the help of real-world war storiesUse basic tools and techniques to handle backup and catastrophic failure
Detailing the hows and the whys of successful Essbase implementation, the book arms you with simple yet powerful tools to meet your immediate needs, as well as the theoretical knowledge to proceed to the next level with Essbase. Infrastructure, data sourcing and transformation, database design, calculations, automation, APIs, reporting, and project implementation are covered by subject matter experts who work with the tools and techniques on a daily basis. In addition to practical cases that illustrate valuable lessons learned, the book offers:
Undocumented Secrets—Dan Pressman describes the previously unpublished and undocumented inner workings of the ASO Essbase engine. Authoritative Experts—If you have questions that no one else can solve, these 12 Essbase professionals are the ones who can answer them. Unpublished—Includes the only third-party guide to infrastructure. Infrastructure is easy to get wrong and can doom any Essbase project. Comprehensive—Let there never again be a question on how to create blocks or design BSO databases for performance—Dave Farnsworth provides the answers within. Innovative—Cameron Lackpour and Joe Aultman bring new and exciting solutions to persistent Essbase problems.
With a list of contributors as impressive as the program of presenters at a leading Essbase conference, this book offers unprecedented access to the insights and experiences of those at the forefront of the field. The previously unpublished material presented in these pages will give you the practical knowledge needed to use this powerful and intuitive tool to build highly useful analytical models, reporting systems, and forecasting applications.
Bayesian methods of inference are deeply natural and extremely powerful. However, most discussions of Bayesian inference rely on intensely complex mathematical analyses and artificial examples, making it inaccessible to anyone without a strong mathematical background. Now, though, Cameron Davidson-Pilon introduces Bayesian inference from a computational perspective, bridging theory to practice–freeing you to get results using computing power.
Bayesian Methods for Hackers illuminates Bayesian inference through probabilistic programming with the powerful PyMC language and the closely related Python tools NumPy, SciPy, and Matplotlib. Using this approach, you can reach effective solutions in small increments, without extensive mathematical intervention.
Davidson-Pilon begins by introducing the concepts underlying Bayesian inference, comparing it with other techniques and guiding you through building and training your first Bayesian model. Next, he introduces PyMC through a series of detailed examples and intuitive explanations that have been refined after extensive user feedback. You’ll learn how to use the Markov Chain Monte Carlo algorithm, choose appropriate sample sizes and priors, work with loss functions, and apply Bayesian inference in domains ranging from finance to marketing. Once you’ve mastered these techniques, you’ll constantly turn to this guide for the working PyMC code you need to jumpstart future projects.
• Learning the Bayesian “state of mind” and its practical implications
• Understanding how computers perform Bayesian inference
• Using the PyMC Python library to program Bayesian analyses
• Building and debugging models with PyMC
• Testing your model’s “goodness of fit”
• Opening the “black box” of the Markov Chain Monte Carlo algorithm to see how and why it works
• Leveraging the power of the “Law of Large Numbers”
• Mastering key concepts, such as clustering, convergence, autocorrelation, and thinning
• Using loss functions to measure an estimate’s weaknesses based on your goals and desired outcomes
• Selecting appropriate priors and understanding how their influence changes with dataset size
• Overcoming the “exploration versus exploitation” dilemma: deciding when “pretty good” is good enough
• Using Bayesian inference to improve A/B testing
• Solving data science problems when only small amounts of data are available
Cameron Davidson-Pilon has worked in many areas of applied mathematics, from the evolutionary dynamics of genes and diseases to stochastic modeling of financial prices. His contributions to the open source community include lifelines, an implementation of survival analysis in Python. Educated at the University of Waterloo and at the Independent University of Moscow, he currently works with the online commerce leader Shopify.
Using Hadoop 2 exclusively, author Tom White presents new chapters on YARN and several Hadoop-related projects such as Parquet, Flume, Crunch, and Spark. You’ll learn about recent changes to Hadoop, and explore new case studies on Hadoop’s role in healthcare systems and genomics data processing.Learn fundamental components such as MapReduce, HDFS, and YARNExplore MapReduce in depth, including steps for developing applications with itSet up and maintain a Hadoop cluster running HDFS and MapReduce on YARNLearn two data formats: Avro for data serialization and Parquet for nested dataUse data ingestion tools such as Flume (for streaming data) and Sqoop (for bulk data transfer)Understand how high-level data processing tools like Pig, Hive, Crunch, and Spark work with HadoopLearn the HBase distributed database and the ZooKeeper distributed configuration service
This book will help you:Become a contributor on a data science team Deploy a structured lifecycle approach to data analytics problems Apply appropriate analytic techniques and tools to analyzing big data Learn how to tell a compelling story with data to drive business action Prepare for EMC Proven Professional Data Science Certification
Corresponding data sets are available at www.wiley.com/go/9781118876138.
Get started discovering, analyzing, visualizing, and presenting data in a meaningful way today!
The example code for this unique data science book is maintained in a public GitHub repository. It’s designed to be easily accessible through a turnkey virtual machine that facilitates interactive learning with an easy-to-use collection of IPython Notebooks.
This book offers practical answers to some of the hardest questions faced by PL/SQL developers, including:What is the best way to write the SQL logic in my application code?
How should I write my packages so they can be leveraged by my entire team of developers?
How can I make sure that all my team's programs handle and record errors consistently?Oracle PL/SQL Best Practices summarizes PL/SQL best practices in nine major categories: overall PL/SQL application development; programming standards; program testing, tracing, and debugging; variables and data structures; control logic; error handling; the use of SQL in PL/SQL; building procedures, functions, packages, and triggers; and overall program performance.
This book is a concise and entertaining guide that PL/SQL developers will turn to again and again as they seek out ways to write higher quality code and more successful applications.
"This book presents ideas that make the difference between a successful project and one that never gets off the ground. It goes beyond just listing a set of rules, and provides realistic scenarios that help the reader understand where the rules come from. This book should be required reading for any team of Oracle database professionals."
--Dwayne King, President, KRIDAN Consulting
The Silicon Jungle is a cautionary fictional tale of data mining’s promise and peril. Baluja raises ethical questions about contemporary technological innovations, and how minute details can be routinely pieced together into rich profiles that reveal our habits, goals, and secret desires—all ready to be exploited.
The Concept and Object Modeling Notation (COMN) is able to cover the full spectrum of analysis and design. A single COMN model can represent the objects and concepts in the problem space, logical data design, and concrete NoSQL and SQL document, key-value, columnar, and relational database implementations. COMN models enable an unprecedented level of traceability of requirements to implementation. COMN models can also represent the static structure of software and the predicates that represent the patterns of meaning in databases.
This book will teach you:the simple and familiar graphical notation of COMN with its three basic shapes and four line styles how to think about objects, concepts, types, and classes in the real world, using the ordinary meanings of English words that aren’t tangled with confused techno-speak how to express logical data designs that are freer from implementation considerations than is possible in any other notation how to understand key-value, document, columnar, and table-oriented database designs in logical and physical terms how to use COMN to specify physical database implementations in any NoSQL or SQL database with the precision necessary for model-driven development
Daymond John has been practicing the power of broke ever since he started selling his home-sewn t-shirts on the streets of Queens. With a $40 budget, Daymond had to strategize out-of-the-box ways to promote his products. Luckily, desperation breeds innovation, and so he hatched an idea for a creative campaign that eventually launched the FUBU brand into a $6 billion dollar global phenomenon. But it might not have happened if he hadn’t started out broke - with nothing but hope and a ferocious drive to succeed by any means possible.
Here, the FUBU founder and star of ABC’s Shark Tank shows that, far from being a liability, broke can actually be your greatest competitive advantage as an entrepreneur. Why? Because starting a business from broke forces you to think more creatively. It forces you to use your resources more efficiently. It forces you to connect with your customers more authentically, and market your ideas more imaginatively. It forces you to be true to yourself, stay laser focused on your goals, and come up with those innovative solutions required to make a meaningful mark.
Drawing his own experiences as an entrepreneur and branding consultant, peeks behind-the scenes from the set of Shark Tank, and stories of dozens of other entrepreneurs who have hustled their way to wealth, John shows how we can all leverage the power of broke to phenomenal success. You’ll meet:
· Steve Aoki, the electronic dance music (EDM) deejay who managed to parlay a series of $100 gigs into becoming a global superstar who has redefined the music industry
· Gigi Butler, a cleaning lady from Nashville who built cupcake empire on the back of a family recipe, her maxed out credit cards, and a heaping dose of faith
· 11-year old Shark Tank guest Mo Bridges who stitched together a winning clothing line with just his grandma’s sewing machine, a stash of loose fabric, and his unique sartorial flair
When your back is up against the wall, your bank account is empty, and creativity and passion are the only resources you can afford, success is your only option. Here you’ll learn how to tap into that Power of Broke to scrape, hustle, and dream your way to the top.
New York Times Bestseller
This book is an in-depth guide to the use of pandas for data analysis, for either the seasoned data analysis practitioner or the novice user. It provides a basic introduction to the pandas framework, and takes users through the installation of the library and the IPython interactive environment. Thereafter, you will learn basic as well as advanced features, such as MultiIndexing, modifying data structures, and sampling data, which provide powerful capabilities for data analysis.
Let SQL Hacks serve as your toolbox for digging up and manipulating data. If you love to tinker and optimize, SQL is the perfect technology and SQL Hacks is the must-have book for you.
Ideal for beginners and professional database and web developers, this updated third edition covers powerful features in MySQL 5.6 (and some in 5.7). The book focuses on programming APIs in Python, PHP, Java, Perl, and Ruby. With more than 200+ recipes, you’ll learn how to:Use the mysql client and write MySQL-based programsCreate, populate, and select data from tablesStore, retrieve, and manipulate stringsWork with dates and timesSort query results and generate summariesUse stored routines, triggers, and scheduled eventsImport, export, validate, and reformat dataPerform transactions and work with statisticsProcess web input, and generate web content from query resultsUse MySQL-based web session managementProvide security and server administration
Sun Tzu and Sun Pin's timeless strategic masterpieces are constantly analyzed and interpreted by leaders worldwide. For the first time ever, author D.E. Tarver explains the classic texts, The Art of War by Sun Tzu and The Art of Warfare by Sun Pin, in plain English.
War is the perfect training ground for teaching Sun Tzu's ancient philosophies to attaining victory over an opponent. The Art of War outlines the steps for outwitting the enemy, be it an army of 10,000 or an unresponsive client.
The Art of War teaches leaders strategies to attain victory by: Knowing when to stand up to an opponent, and when to back down. How to be confident without being overly confident. Considering the cost of the campaign before launching an attack. Avoiding an opponent's strengths and striking his weaknesses.
"The one who is first to the field of battle has time to rest, while his opponent rushes into the conflict weary and confused. The first will be fresh and alert. The second will waste most of his energy trying to catch up." Be the first to the battlefield with The Art of War.
In many of these chapter-long lectures, data scientists from companies such as Google, Microsoft, and eBay share new algorithms, methods, and models by presenting case studies and the code they use. If you’re familiar with linear algebra, probability, and statistics, and have programming experience, this book is an ideal introduction to data science.
Topics include:Statistical inference, exploratory data analysis, and the data science processAlgorithmsSpam filters, Naive Bayes, and data wranglingLogistic regressionFinancial modelingRecommendation engines and causalityData visualizationSocial networks and data journalismData engineering, MapReduce, Pregel, and Hadoop
Doing Data Science is collaboration between course instructor Rachel Schutt, Senior VP of Data Science at News Corp, and data science consultant Cathy O’Neil, a senior data scientist at Johnson Research Labs, who attended and blogged about the course.
Collier introduces platform-agnostic Agile solutions for integrating infrastructures consisting of diverse operational, legacy, and specialty systems that mix commercial and custom code. Using working examples, he shows how to manage analytics development teams with widely diverse skill sets and how to support enormous and fast-growing data volumes. Collier’s techniques offer optimal value whether your projects involve “back-end” data management, “front-end” business analysis, or both.
Part I focuses on Agile project management techniques and delivery team coordination, introducing core practices that shape the way your Agile DW/BI project community can collaborate toward success
Part II presents technical methods for enabling continuous delivery of business value at production-quality levels, including evolving superior designs; test-driven DW development; version control; and project automation
Collier brings together proven solutions you can apply right now—whether you’re an IT decision-maker, data warehouse professional, database administrator, business intelligence specialist, or database developer. With his help, you can mitigate project risk, improve business alignment, achieve better results—and have fun along the way.
Master modern web and network data modeling: both theory and applications.In Web and Network Data Science, a top faculty member of Northwestern University’s prestigious analytics program presents the first fully-integrated treatment of both the business and academic elements of web and network modeling for predictive analytics.
Some books in this field focus either entirely on business issues (e.g., Google Analytics and SEO); others are strictly academic (covering topics such as sociology, complexity theory, ecology, applied physics, and economics). This text gives today's managers and students what they really need: integrated coverage of concepts, principles, and theory in the context of real-world applications.
Building on his pioneering Web Analytics course at Northwestern University, Thomas W. Miller covers usability testing, Web site performance, usage analysis, social media platforms, search engine optimization (SEO), and many other topics. He balances this practical coverage with accessible and up-to-date introductions to both social network analysis and network science, demonstrating how these disciplines can be used to solve real business problems.
Are you new to programming languages?
This is Transact SQL – To The Point!
Gain the fundamentals you will need to query your databases using Transact SQL in Microsoft SQL Server.
Learn how to:
• and delete records in tables
• create databases
• create tables
• … and more.
Illustrated examples and a special section for test questions will reinforce your new knowledge of SQL.
Peter Christen’s book is divided into three parts: Part I, “Overview”, introduces the subject by presenting several sample applications and their special challenges, as well as a general overview of a generic data matching process. Part II, “Steps of the Data Matching Process”, then details its main steps like pre-processing, indexing, field and record comparison, classification, and quality evaluation. Lastly, part III, “Further Topics”, deals with specific aspects like privacy, real-time matching, or matching unstructured data. Finally, it briefly describes the main features of many research and open source systems available today.By providing the reader with a broad range of data matching concepts and techniques and touching on all aspects of the data matching process, this book helps researchers as well as students specializing in data quality or data matching aspects to familiarize themselves with recent research advances and to identify open research challenges in the area of data matching. To this end, each chapter of the book includes a final section that provides pointers to further background and research material. Practitioners will better understand the current state of the art in data matching as well as the internal workings and limitations of current systems. Especially, they will learn that it is often not feasible to simply implement an existing off-the-shelf data matching system without substantial adaption and customization. Such practical considerations are discussed for each of the major steps in the data matching process.
—From the Foreword by Raymie Stata, CEO of Altiscale
The Insider’s Guide to Building Distributed, Big Data Applications with Apache Hadoop™ YARN
Apache Hadoop is helping drive the Big Data revolution. Now, its data processing has been completely overhauled: Apache Hadoop YARN provides resource management at data center scale and easier ways to create distributed applications that process petabytes of data. And now in Apache Hadoop™ YARN, two Hadoop technical leaders show you how to develop new applications and adapt existing code to fully leverage these revolutionary advances.
YARN project founder Arun Murthy and project lead Vinod Kumar Vavilapalli demonstrate how YARN increases scalability and cluster utilization, enables new programming models and services, and opens new options beyond Java and batch processing. They walk you through the entire YARN project lifecycle, from installation through deployment.
You’ll find many examples drawn from the authors’ cutting-edge experience—first as Hadoop’s earliest developers and implementers at Yahoo! and now as Hortonworks developers moving the platform forward and helping customers succeed with it.
Coverage includesYARN’s goals, design, architecture, and components—how it expands the Apache Hadoop ecosystem Exploring YARN on a single node Administering YARN clusters and Capacity Scheduler Running existing MapReduce applications Developing a large-scale clustered YARN application Discovering new open source frameworks that run under YARN
The book offers a rich blend of theory and practice. It is suitable for students, researchers and practitioners interested in Web mining and data mining both as a learning text and as a reference book. Professors can readily use it for classes on data mining, Web mining, and text mining. Additional teaching materials such as lecture slides, datasets, and implemented algorithms are available online.
As the data deluge continues in today’s world, the need to master data mining, predictive analytics, and business analytics has never been greater. These techniques and tools provide unprecedented insights into data, enabling better decision making and forecasting, and ultimately the solution of increasingly complex problems.
Learn from the Creators of the RapidMiner Software
Written by leaders in the data mining community, including the developers of the RapidMiner software, RapidMiner: Data Mining Use Cases and Business Analytics Applications provides an in-depth introduction to the application of data mining and business analytics techniques and tools in scientific research, medicine, industry, commerce, and diverse other sectors. It presents the most powerful and flexible open source software solutions: RapidMiner and RapidAnalytics. The software and their extensions can be freely downloaded at www.RapidMiner.com.
Understand Each Stage of the Data Mining Process
The book and software tools cover all relevant steps of the data mining process, from data loading, transformation, integration, aggregation, and visualization to automated feature selection, automated parameter and process optimization, and integration with other tools, such as R packages or your IT infrastructure via web services. The book and software also extensively discuss the analysis of unstructured data, including text and image mining.
Easily Implement Analytics Approaches Using RapidMiner and RapidAnalytics
Each chapter describes an application, how to approach it with data mining methods, and how to implement it with RapidMiner and RapidAnalytics. These application-oriented chapters give you not only the necessary analytics to solve problems and tasks, but also reproducible, step-by-step descriptions of using RapidMiner and RapidAnalytics. The case studies serve as blueprints for your own data mining applications, enabling you to effectively solve similar problems.
Written by one of the most respected consultants in the area of data mining and security, Data Mining for Intelligence, Fraud & Criminal Detection: Advanced Analytics & Information Sharing Technologies reviews the tangible results produced by these systems and evaluates their effectiveness. While CSI-type shows may depict information sharing and analysis that are accomplished with the push of a button, this sort of proficiency is more fiction than reality. Going beyond a discussion of the various technologies, the author outlines the issues of information sharing and the effective interpretation of results, which are critical to any integrated homeland security effort.
Organized into three main sections, the book fully examines and outlines the future of this field with an insider’s perspective and a visionary’s insight.
Section 1 provides a fundamental understanding of the types of data that can be used in current systems. It covers approaches to analyzing data and clearly delineates how to connect the dots among different data elements Section 2 provides real-world examples derived from actual operational systems to show how data is used, manipulated, and interpreted in domains involving human smuggling, money laundering, narcotics trafficking, and corporate fraud Section 3 provides an overview of the many information-sharing systems, organizations, and task forces as well as data interchange formats. It also discusses optimal information-sharing and analytical architectures
Currently, there is very little published literature that truly defines real-world systems. Although politics and other factors all play into how much one agency is willing to support the sharing of its resources, many now embrace the wisdom of that path. This book will provide those individuals with an understanding of what approaches are currently available and how they can be most effectively employed.
Drawing on extensive experience as a researcher, practitioner, and instructor, Dr. Dursun Delen delivers an optimal balance of concepts, techniques and applications. Without compromising either simplicity or clarity, he provides enough technical depth to help readers truly understand how data mining technologies work. Coverage includes: processes, methods, techniques, tools, and metrics; the role and management of data; text and web mining; sentiment analysis; and Big Data integration. Throughout, Delen's conceptual coverage is complemented with application case studies (examples of both successes and failures), as well as simple, hands-on tutorials.
Real-World Data Mining will be valuable to professionals on analytics teams; professionals seeking certification in the field; and undergraduate or graduate students in any analytics program: concentrations, certificate-based, or degree-based.
Data Science in R: A Case Studies Approach to Computational Reasoning and Problem Solving illustrates the details involved in solving real computational problems encountered in data analysis. It reveals the dynamic and iterative process by which data analysts approach a problem and reason about different ways of implementing solutions.
The book’s collection of projects, comprehensive sample solutions, and follow-up exercises encompass practical topics pertaining to data processing, including:
Non-standard, complex data formats, such as robot logs and email messages Text processing and regular expressions Newer technologies, such as Web scraping, Web services, Keyhole Markup Language (KML), and Google Earth Statistical methods, such as classification trees, k-nearest neighbors, and naïve Bayes Visualization and exploratory data analysis Relational databases and Structured Query Language (SQL) Simulation Algorithm implementation Large data and efficiency
Suitable for self-study or as supplementary reading in a statistical computing course, the book enables instructors to incorporate interesting problems into their courses so that students gain valuable experience and data science skills. Students learn how to acquire and work with unstructured or semistructured data as well as how to narrow down and carefully frame the questions of interest about the data.
Blending computational details with statistical and data analysis concepts, this book provides readers with an understanding of how professional data scientists think about daily computational tasks. It will improve readers’ computational reasoning of real-world data analyses.
Data Mining Mobile Devices defines the collection of machine-sensed environmental data pertaining to human social behavior. It explains how the integration of data mining and machine learning can enable the modeling of conversation context, proximity sensing, and geospatial location throughout large communities of mobile users. Examines the construction and leveraging of mobile sites Describes how to use mobile apps to gather key data about consumers’ behavior and preferences Discusses mobile mobs, which can be differentiated as distinct marketplaces—including Apple®, Google®, Facebook®, Amazon®, and Twitter® Provides detailed coverage of mobile analytics via clustering, text, and classification AI software and techniques
Mobile devices serve as detailed diaries of a person, continuously and intimately broadcasting where, how, when, and what products, services, and content your consumers desire. The future is mobile—data mining starts and stops in consumers' pockets.
Describing how to analyze Wi-Fi and GPS data from websites and apps, the book explains how to model mined data through the use of artificial intelligence software. It also discusses the monetization of mobile devices’ desires and preferences that can lead to the triangulated marketing of content, products, or services to billions of consumers—in a relevant, anonymous, and personal manner.
Design, implement, manage, and maintain a highly flexible service-oriented computing infrastructure across your enterprise using the detailed information in this Oracle Press guide. Written by an Oracle ACE director, Oracle SOA Suite 12c Handbook uses a start-to-finish case study to illustrate each concept and technique. Learn expert techniques for designing and implementing components, assembling composite applications, integrating Java, handling complex business logic, and maximizing code reuse. Runtime administration, governance, and security are covered in this practical resource.Get started with the Oracle SOA Suite 12c development and run time environment Deploy and manage SOA composite applications Expose SOAP/XML REST/JSON through Oracle Service Bus Establish interactions through adapters for Database, JMS, File/FTP, UMS, LDAP, and Coherence Embed custom logic using Java and the Spring component Perform fast data analysis in real time with Oracle Event Processor Implement Event Drive Architecture based on the Event Delivery Network (EDN) Use Oracle Business Rules to encapsulate logic and automate decisions Model complex processes using BPEL, BPMN, and human task components Establish KPIs and evaluate performance using Oracle Business Activity Monitoring Control traffic, audit system activity, and encrypt sensitive data
Written in a highly accessible style, Introduction to Statistics through Resampling Methods and R, Second Edition guides students in the understanding of descriptive statistics, estimation, hypothesis testing, and model building. The book emphasizes the discovery method, enabling readers to ascertain solutions on their own rather than simply copy answers or apply a formula by rote. The Second Edition utilizes the R programming language to simplify tedious computations, illustrate new concepts, and assist readers in completing exercises. The text facilitates quick learning through the use of:
More than 250 exercises—with selected "hints"—scattered throughout to stimulate readers' thinking and to actively engage them in applying their newfound skills
An increased focus on why a method is introduced
Multiple explanations of basic concepts
Real-life applications in a variety of disciplines
Dozens of thought-provoking, problem-solving questions in the final chapter to assist readers in applying statistics to real-life applications
Introduction to Statistics through Resampling Methods and R, Second Edition is an excellent resource for students and practitioners in the fields of agriculture, astrophysics, bacteriology, biology, botany, business, climatology, clinical trials, economics, education, epidemiology, genetics, geology, growth processes, hospital administration, law, manufacturing, marketing, medicine, mycology, physics, political science, psychology, social welfare, sports, and toxicology who want to master and learn to apply statistical methods.
"A must-have book for anyone expecting to do research and/or applications in categorical data analysis."
—Statistics in Medicine
"It is a total delight reading this book."
"If you do any analysis of categorical data, this is an essential desktop reference."
The use of statistical methods for analyzing categorical data has increased dramatically, particularly in the biomedical, social sciences, and financial industries. Responding to new developments, this book offers a comprehensive treatment of the most important methods for categorical data analysis.
Categorical Data Analysis, Third Edition summarizes the latest methods for univariate and correlated multivariate categorical responses. Readers will find a unified generalized linear models approach that connects logistic regression and Poisson and negative binomial loglinear models for discrete data with normal regression for continuous data. This edition also features:An emphasis on logistic and probit regression methods for binary, ordinal, and nominal responses for independent observations and for clustered data with marginal models and random effects models Two new chapters on alternative methods for binary response data, including smoothing and regularization methods, classification methods such as linear discriminant analysis and classification trees, and cluster analysis New sections introducing the Bayesian approach for methods in that chapter More than 100 analyses of data sets and over 600 exercises Notes at the end of each chapter that provide references to recent research and topics not covered in the text, linked to a bibliography of more than 1,200 sources A supplementary website showing how to use R and SAS; for all examples in the text, with information also about SPSS and Stata and with exercise solutions
Categorical Data Analysis, Third Edition is an invaluable tool for statisticians and methodologists, such as biostatisticians and researchers in the social and behavioral sciences, medicine and public health, marketing, education, finance, biological and agricultural sciences, and industrial quality control.
Stop being limited by the Query Wizard in Microsoft Office Access.
Go beyond creating queries in Design View!
Over 100 SQL queries and statements along with images of results will help you learn to:
EXTRA: A special section in this guide is designed to test your skills.
Did You Know:
Learning Access’ JET SQL is a great way to become familiar and learn other forms of SQL, like Transact.
Knowledge of SQL is an important skill to display on your resume.
SQL can be learned in hours and used for decades.
Follow along with the exercises in this guide!
Download the free Northwind database from Microsoft.
The Northwind database is available in the sample templates area of Access.
Exercises and examples apply to Access 2007, 2010 and 2013.
Are You Ready To Learn SQL?
Download now and start writing SQL queries TODAY!
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Get Started Fast with Apache Hadoop® 2, YARN, and Today’s Hadoop Ecosystem
With Hadoop 2.x and YARN, Hadoop moves beyond MapReduce to become practical for virtually any type of data processing. Hadoop 2.x and the Data Lake concept represent a radical shift away from conventional approaches to data usage and storage. Hadoop 2.x installations offer unmatched scalability and breakthrough extensibility that supports new and existing Big Data analytics processing methods and models.
Hadoop® 2 Quick-Start Guide is the first easy, accessible guide to Apache Hadoop 2.x, YARN, and the modern Hadoop ecosystem. Building on his unsurpassed experience teaching Hadoop and Big Data, author Douglas Eadline covers all the basics you need to know to install and use Hadoop 2 on personal computers or servers, and to navigate the powerful technologies that complement it.
Eadline concisely introduces and explains every key Hadoop 2 concept, tool, and service, illustrating each with a simple “beginning-to-end” example and identifying trustworthy, up-to-date resources for learning more.
This guide is ideal if you want to learn about Hadoop 2 without getting mired in technical details. Douglas Eadline will bring you up to speed quickly, whether you’re a user, admin, devops specialist, programmer, architect, analyst, or data scientist.
Coverage IncludesUnderstanding what Hadoop 2 and YARN do, and how they improve on Hadoop 1 with MapReduce Understanding Hadoop-based Data Lakes versus RDBMS Data Warehouses Installing Hadoop 2 and core services on Linux machines, virtualized sandboxes, or clusters Exploring the Hadoop Distributed File System (HDFS) Understanding the essentials of MapReduce and YARN application programming Simplifying programming and data movement with Apache Pig, Hive, Sqoop, Flume, Oozie, and HBase Observing application progress, controlling jobs, and managing workflows Managing Hadoop efficiently with Apache Ambari–including recipes for HDFS to NFSv3 gateway, HDFS snapshots, and YARN configuration Learning basic Hadoop 2 troubleshooting, and installing Apache Hue and Apache Spark
This book is for intermediate Python developers who want to engage with the use of public APIs to collect data from social media platforms and perform statistical analysis in order to produce useful insights from data. The book assumes a basic understanding of the Python Standard Library and provides practical examples to guide you toward the creation of your data analysis project based on social data.What You Will LearnInteract with a social media platform via their public API with PythonStore social data in a convenient format for data analysisSlice and dice social data using Python tools for data scienceApply text analytics techniques to understand what people are talking about on social mediaApply advanced statistical and analytical techniques to produce useful insights from dataBuild beautiful visualizations with web technologies to explore data and present data productsIn Detail
Your social media is filled with a wealth of hidden data – unlock it with the power of Python. Transform your understanding of your clients and customers when you use Python to solve the problems of understanding consumer behavior and turning raw data into actionable customer insights.
This book will help you acquire and analyze data from leading social media sites. It will show you how to employ scientific Python tools to mine popular social websites such as Facebook, Twitter, Quora, and more. Explore the Python libraries used for social media mining, and get the tips, tricks, and insider insight you need to make the most of them. Discover how to develop data mining tools that use a social media API, and how to create your own data analysis projects using Python for clear insight from your social data.Style and approach
This practical, hands-on guide will help you learn everything you need to perform data mining for social media. Throughout the book, we take an example-oriented approach to use Python for data analysis and provide useful tips and tricks that you can use in day-to-day tasks.
What makes things popular?
If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?
Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.
Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you’ve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.