Product Analytics: Applied Data Science Techniques for Actionable Consumer

Description: 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 don't. 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. You'll 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 today's 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)Build better theories and metrics, and drive more of the behaviors you want Model, understand, and alter customer behavior to increase revenue and retention Construct better frameworks for examining why your customers do what they do Develop core metrics for user analytics, and conduct more effective A/B tests Master key techniques that most books ignore, including statistical matching and uplift modeling Use R and this book's many R examples to implement these techniques yourselfUse data science and social science to generate real changes in customer behaviorBuild better theories and metrics, and drive more of the behaviors you want Model, understand, and alter customer behavior to increase revenue and retention Construct better frameworks for examining why your customers do what they do Develop core metrics for user analytics, and conduct more effective A/B tests Master key techniques that most books ignore, including statistical matching and uplift modeling Use R and this book's many R examples to implement these techniques yourself Part I: Qualitative Methodology Chapter 1: Data in Action: A Model of a Dinner Party Chapter 2: Building a Theory of the Universe-The Social Universe Chapter 3: The Coveted Goal Post: How to Change User Behavior Part II: Basic Statistical Methods Chapter 4: Distributions in User Analytics Chapter 5: Retained? Metric Creation and Interpretation Chapter 6: Why Are My Users Leaving? The Ins and Outs of A/B Testing Part III: Predictive Methods Chapter 7: Modeling the User Space: k-Means and PCA Chapter 8: Predicting User Behavior: Regression, Decision Trees, and Support Vector Machines Chapter 9: Forecasting Population Changes in Product: Demographic Projections Part IV: Causal Inference Methods Chapter 10: In Pursuit of the Experiment: Natural Experiments and the Difference-in-Difference Design Chapter 11: In Pursuit of the Experiment Continued: Regression Discontinuity, Time Series Modelling, and Interrupted Time Series Approaches Chapter 12: Developing Heuristics in Practice: Statistical Matching and Hill's Causality Conditions Chapter 13: Uplift Modeling Part V: Basic, Predictive, and Causal Inference Methods in R Chapter 14: Metrics in R Chapter 15: A/B Testing, Predictive Modeling, and Population Projection in R Chapter 16: Regression Discontinuity, Matching, and Uplift in R Conclusion

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