Product Analytics Applied Data Science Techniques for Actionable Consumer Insights

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Product Analytics Applied Data Science Techniques for Actionable Consumer Insights by Rodrigues-craig, Joanne, 9780135258521
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  • ISBN: 9780135258521 | 0135258529
  • Cover: Paperback
  • Copyright: 8/31/2020

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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 donít. 
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. Youíll 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 todayís 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)

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