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SMU Master of IT in Business Alumnus Co-authors New Book on Data Science for Marketing Analytics

27 May 2019

For more details, please visit: https://www.amazon.com/dp/B07LCNZPDX

“The book starts by teaching you how to use Python libraries, such as Pandas and Matplotlib, to reading data from Python, manipulating it, and creating plots using both categorical and continuous variables. Then, you will learn how to segment a population into groups and use different clustering techniques to evaluate customer segmentation. As you make your way through the chapters, you will explore ways to evaluate and select the best segmentation approach, and go on to create a linear regression model on customer value data to predict lifetime value. In the concluding chapters, you will gain an understanding of classification techniques and tools for evaluating different models, and explore ways to predict customer choice. You will learn to evaluate, optimise and fine tune these classification algorithms and handle imbalance datasets. This book would be useful for MITB students to understand how to approach a data science problem, learn the fundamentals of classification, regression and segmentation using Python.” - Debasish Behera, Master of IT in Business (Analytics Track), Class of 2018.


Debasish Behera works as an R&D scientist for The Procter & Gamble Company (P&G), where he applies machine learning/AI to solve complex problems. He has worked on multiple use cases involving AML, predictive analytics, customer segmentation, chat bots, and natural language processing. He currently lives in Singapore and holds a Master of IT in Business (Analytics) degree from the Singapore Management University.

Debasish Behera works as an R&D scientist for The Procter & Gamble Company (P&G), where he applies machine learning/AI to solve complex problems. He has worked on multiple use cases involving AML, predictive analytics, customer segmentation, chat bots, and natural language processing. He currently lives in Singapore and holds a Master of IT in Business (Analytics) degree from the Singapore Management University.

Last updated on 03 Jun 2019 .