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Data Preparation for Customer Analytics
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About
About the Book
Data Preparation for Customer Analytics is a transactional data roadmap for marketing professionals looking to implement customer analytics. Using customer identifiers and transaction amounts, readers learn advanced data wrangling methods for customer analytics projects. Readers will be exposed to various customer analytics models for managing customers.
The R programming language is utilized to demonstrate data preparation and modeling concepts, with a focus on the latter. An R package “CADF” comes with the book and provides functions for managing customer data. R-code is illustrated so that reader may create their own transactional data preparation approach, specific to their business or organization.
Author
About the Author
Steve Ludwig
As a seasoned Strategy Manager at dentsu/Merkle, Steve Ludwig brings over 12 years of marketing consulting and operations expertise to the table. With a diverse portfolio spanning sectors such as media and telecommunications, banking, philanthropy, consumer electronics, retail, and startups, Steve has consistently driven strategic initiatives that deliver results.
Educated in economics at the University of Michigan and integrated marketing communications at Northwestern University, Steve combines academic excellence with hands-on experience to craft innovative solutions for clients.
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