Modelverwarring

Op verzoek heb je een simpele classifier gebouwd. Het management van de brouwerij wil met deze cijfers het marketingplan bijsturen. Maar klopt je classificatie wel echt?

Door de geobserveerde versus de geclassificeerde aankopen kruistabelleren kun je de prestaties van je classifier controleren. Kruistabelleren doe je met de functie table() op de geclassificeerde predicted aankopen samen met de echte observed aankopen. Om relatieve aantallen te krijgen, deel je de tabel door het totale aantal observaties. Als alternatief kun je de functie prop.table() gebruiken om de aantallen in de tabel om te zetten naar relatieve waarden.

Deze oefening maakt deel uit van de cursus

Responsmodellen bouwen in R

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Oefeninstructies

Haal de geobserveerde aankopen voor HOPPINESS uit choice.data en sla ze op in een object observed.
Kruistabelleer de datavectoren observed en predicted met de functie table(). Deel het resultaat door 2798.
Kruistabelleer de datavectoren observed en predicted met de functie table(). Pas vervolgens de functie prop.table() toe op het resultaat.

Praktische interactieve oefening

Probeer deze oefening eens door deze voorbeeldcode in te vullen.

# Obtain the observed purchases
observed <- ___

# Cross-tabulate observed vs. predicted purchases
___(predicted, observed)/___

# Cross-tabulate observed vs. predicted purchases
___(___(predicted, observed))

Code bewerken en uitvoeren

Deze oefening maakt deel uit van de cursus

Responsmodellen bouwen in R

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The first chapter introduces you to the basic principles and concepts of market response models. Here, you will learn how to build simple response models for product sales. In addition, you will learn about the theoretical and practical differences between linear and non-linear models for sales responses.

Exercise 1: Fundamentals of market response models Exercise 2: Retail sales Exercise 3: Understanding sales Exercise 4: Linear response models Exercise 5: A linear response model for sales Exercise 6: Making predictions Exercise 7: Predictive performance Exercise 8: Nonlinear response models Exercise 9: Linearizing nonlinear functions Exercise 10: What 's the value added?

An effective marketing strategy combines all the tools available to communicate the benefits of a product. The key is crafting the right mix of these tools to achieve sales increases and market share goals. In the second chapter, you will learn how to incorporate the effects of advertising and promotion in your sales-response model and how to identify the marketing strategy that is most likely to succeed.

Exercise 1: Model extension part 1: Dummy variables Exercise 2: Understanding dummy variables Exercise 3: The effect of display on sales Exercise 4: The effect of multiple dummies on sales Exercise 5: What about price?Exercise 6: Model extensions part 2: Dynamic variables Exercise 7: How to lag?Exercise 8: Adding lagged price effects Exercise 9: More lags Exercise 10: What's the value added?Exercise 11: How many extensions are needed?Exercise 12: Summarizing the model Exercise 13: Unnecessary predictors Exercise 14: Dropping predictors Exercise 15: Eliminating predictors

A company can only be successful in the market if its products have a competitive advantage over those of its rivals. To develop an effective marketing strategy in a competitive environment, it is essential to understand the interrelationship between marketing activity and customer behavior. In this chapter, you will learn how to explain the effects of temporary price changes on customer brand choice by employing logistic and probit response models.

Exercise 1: Models for individual demand Exercise 2: Customer purchases Exercise 3: Summarizing the data Exercise 4: Competition Exercise 5: A linear probability model for beer demand Exercise 6: Logistic response models Exercise 7: A logistic model for beer demand Exercise 8: Bounded predictions Exercise 9: Average marginal effects Exercise 10: Effect plots Exercise 11: Probit response models Exercise 12: A probit model for beer demand Exercise 13: Logistic vs. probit Exercise 14: Model comparison

The main goal of response modeling is to enable marketers to not only see a payoff for their actions today, but also tomorrow. In order to view this future payoff, a simple but reliable statistical model is required. In this last chapter, you will learn how to evaluate the predictive performance of logistic response models.

Exercise 1: Modelselectie Exercise 2: Het logistische responsmodel uitbreiden Exercise 3: Het model samenvatten Exercise 4: Het deviance-principe Exercise 5: Predictoren verwijderen Exercise 6: Voorspellende prestaties Exercise 7: Classificaties Exercise 8: Modelverwarring

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Exercise 9: ROC-curves Exercise 10: Modelvalidatie Exercise 11: Subsetten Exercise 12: Model trainen Exercise 13: Out-of-sample testen Exercise 14: Alles op een rij