Product Analytics: Applied Data Science Techniques for Actionable Consumer Insights (Paperback)

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)

本指南展示了如何將數據科學與社會科學相結合，以獲得對客戶行為的前所未有的洞察力，從而改變它。Joanne Rodrigues-Craig彌合了預測性數據科學和揭示重要事件原因的統計技術之間的差距，例如為什麼客戶購買更多，或者為什麼他們立即離開您的網站，以便您可以獲得更多您想要的行為，減少您不想要的行為。

Rodrigues-Craig基於豐富的企業經驗和對人口統計學和社會學的深入了解，展示了如何創建更好的理論和指標，以加速獲取洞察力、改變行為並獲得商業價值的過程。您將學習以下內容：

- 為理解網絡產品中的個體和社會行為開發複雜且可測試的理論
- 以社會科學家的思維方式，將個體行為置於當今社會環境中
- 為任何網絡產品或系統建立更有效的指標和關鍵績效指標（KPI）
- 進行更具信息性和可操作性的A/B測試
- 探索因果效應，反映對相關性和因果關係之間差異的更深入理解
- 在複雜的網絡產品中改變用戶行為
- 理解相關的人類行為如何發展，以及改變它們的先決條件
- 選擇適合常見任務（如多狀態和提升建模）的統計技術
- 使用高級統計技術對多維系統進行建模
- 在R中完成所有這些（附有樣本代碼，可在單獨的代碼手冊中獲得）