Rodrigues-Craig Joanne. Product Analytics: Applied Data Science Techniques for Actionable Consumer Insights

Pearson Education, Inc., 2021. — 360 p. — (Pearson Business Analytics Series). — ISBN-13: 978-0-13-525852-1.Use Product Analytics to Understand Consumer Behavior and Change It at ScaleThis 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 fewer 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).
Book Website: actiondatascience.com.