Overview

Most of the data that companies collect is related to customer behaviors, such as clicks on a website or purchases in a supermarket. But data science algorithms and predictive analytics tools aren't that specific, so customer data is treated the same way as, for example, astronomical or genomic data. This practical guide introduces powerful methods for behavioral data analysis that you're probably not aware of. Advanced experimental design will help you get the most out of your A/B tests, while causal diagrams will allow you to tease out causality from correlation even when you can't run experiments. Written in an accessible style for data scientists, business analysts, and behavioral scientists, this practical book provides complete examples and exercises in R and Python to help you gain more insight from your immediately. Understand the specifics of behavioral data Explore the differences between measurement and prediction Learn how to clean and prepare behavioral data Design and analyze experiments to drive optimal business decisions Use behavioral data to understand and measure cause and effect Segment customers in a transparent and insightful way

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9781492061373

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Florent Buisson is head of Behavioral Science at Allstate Insurance Company. He manages a team of behavioral scientists who run data analyses and implement behavioral interventions such as nudges. He previously worked for a French strategy consulting firm where he used economics and data analysis to answer complex measurement questions, for example building an index measuring the stability of agricultural policies in developing countries on behalf of the UN Food and Agriculture Organization. He also worked in specialty healthcare analytics, analyzing the behaviors of patients with severe diseases. Florent has published academic articles in journals such as the peer-reviewed Journal of Real Estate Research. He holds a Master's degree in econometrics as well as a Ph.D. in behavioral economics from the Sorbonne University in Paris.

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