Data Science For Dummies. 3 Ed

Title Page....2

Copyright....3

Introduction....17

About This Book....19

Foolish Assumptions....20

Icons Used in This Book....20

Beyond the Book....21

Where to Go from Here....21

Part 1: Getting Started with Data Science....23

Chapter 1: Wrapping Your Head Around Data Science....25

Seeing Who Can Make Use of Data Science....26

Inspecting the Pieces of the Data Science Puzzle....29

Exploring Career Alternatives That Involve Data Science....35

Chapter 2: Tapping into Critical Aspects of Data Engineering....40

Defining Big Data and the Three Vs....40

Identifying Important Data Sources....45

Grasping the Differences among Data Approaches....46

Storing and Processing Data for Data Science....51

Part 2: Using Data Science to Extract Meaning from Your Data....62

Chapter 3: Machine Learning Means … Using a Machine to Learn from Data....64

Defining Machine Learning and Its Processes....64

Considering Learning Styles....67

Seeing What You Can Do....69

Chapter 4: Math, Probability, and Statistical Modeling....77

Exploring Probability and Inferential Statistics....78

Quantifying Correlation....84

Reducing Data Dimensionality with Linear Algebra....87

Modeling Decisions with Multiple Criteria Decision-Making....96

Introducing Regression Methods....99

Detecting Outliers....103

Introducing Time Series Analysis....107

Chapter 5: Grouping Your Way into Accurate Predictions....111

Starting with Clustering Basics....112

Identifying Clusters in Your Data....117

Categorizing Data with Decision Tree and Random Forest Algorithms....125

Drawing a Line between Clustering and Classification....127

Making Sense of Data with Nearest Neighbor Analysis....132

Classifying Data with Average Nearest Neighbor Algorithms....134

Classifying with K-Nearest Neighbor Algorithms....137

Solving Real-World Problems with Nearest Neighbor Algorithms....142

Chapter 6: Coding Up Data Insights and Decision Engines....145

Seeing Where Python and R Fit into Your Data Science Strategy....146

Using Python for Data Science....147

Using Open Source R for Data Science....166

Chapter 7: Generating Insights with Software Applications....188

Choosing the Best Tools for Your Data Science Strategy....189

Getting a Handle on SQL and Relational Databases....190

Investing Some Effort into Database Design....197

Narrowing the Focus with SQL Functions....201

Making Life Easier with Excel....206

Chapter 8: Telling Powerful Stories with Data....221

Data Visualizations: The Big Three....222

Designing to Meet the Needs of Your Target Audience....225

Picking the Most Appropriate Design Style....229

Selecting the Appropriate Data Graphic Type....233

Testing Data Graphics....251

Adding Context....253

Part 3: Taking Stock of Your Data Science Capabilities....256

Chapter 9: Developing Your Business Acumen....258

Bridging the Business Gap....258

Traversing the Business Landscape....261

Surveying Use Cases and Case Studies....268

Chapter 10: Improving Operations....277

Establishing Essential Context for Operational Improvements Use Cases....277

Exploring Ways That Data Science Is Used to Improve Operations....279

Chapter 11: Making Marketing Improvements....307

Exploring Popular Use Cases for Data Science in Marketing....307

Turning Web Analytics into Dollars and Sense....311

Building Data Products That Increase Sales-and-Marketing ROI....318

Increasing Profit Margins with Marketing Mix Modeling....320

Chapter 12: Enabling Improved Decision-Making....326

Improving Decision-Making....326

Barking Up the Business Intelligence Tree....328

Using Data Analytics to Support Decision-Making....331

Increasing Profit Margins with Data Science....338

Chapter 13: Decreasing Lending Risk and Fighting Financial Crimes....350

Decreasing Lending Risk with Clustering and Classification....350

Preventing Fraud Via Natural Language Processing (NLP)....352

Chapter 14: Monetizing Data and Data Science Expertise....362

Setting the Tone for Data Monetization....362

Monetizing Data Science Skills as a Service....366

Selling Data Products....371

Direct Monetization of Data Resources....373

Pricing Out Data Privacy....376

Part 4: Assessing Your Data Science Options....381

Chapter 15: Gathering Important Information about Your Company....383

Unifying Your Data Science Team Under a Single Business Vision....384

Framing Data Science around the Company’s Vision, Mission, and Values....386

Taking Stock of Data Technologies....390

Inventorying Your Company’s Data Resources....392

People-Mapping....398

Avoiding Classic Data Science Project Pitfalls....400

Tuning In to Your Company’s Data Ethos....403

Making Information-Gathering Efficient....405

Chapter 16: Narrowing In on the Optimal Data Science Use Case....409

Reviewing the Documentation....410

Selecting Your Quick-Win Data Science Use Cases....411

Picking between Plug-and-Play Assessments....416

Chapter 17: Planning for Future Data Science Project Success....429

Preparing an Implementation Plan....430

Supporting Your Data Science Project Plan....439

Executing On Your Data Science Project Plan....445

Chapter 18: Blazing a Path to Data Science Career Success....447

Navigating the Data Science Career Matrix....447

Landing Your Data Scientist Dream Job....450

Leading with Data Science....465

Starting Up in Data Science....468

Part 5: The Part of Tens....481

Chapter 19: Ten Phenomenal Resources for Open Data....484

Digging Through data.gov....485

Checking Out Canada Open Data....487

Diving into data.gov.uk....488

Checking Out US Census Bureau Data....490

Accessing NASA Data....491

Wrangling World Bank Data....492

Getting to Know Knoema Data....493

Queuing Up with Quandl Data....495

Exploring Exversion Data....497

Mapping OpenStreetMap Spatial Data....498

Chapter 20: Ten Free or Low-Cost Data Science Tools and Applications....499

Scraping, Collecting, and Handling Data Tools....500

Data-Exploration Tools....502

Designing Data Visualizations....506

Communicating with Infographics....514

Index....520

About the Author....587

Advertisement Page....590

Connect with Dummies....592

End User License Agreement....594

Monetize your company’s data and data science expertise without spending a fortune on hiring independent strategy consultants to help

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Whether you’re new to the data science field or already a decade in, you’re sure to learn something new and incredibly valuable from Data Science For Dummies. Discover how to generate massive business wins from your company’s data by picking up your copy today.