"Mesmerizing & fascinating..." --The Seattle Post-Intelligencer
"The Freakonomics of big data." --Stein Kretsinger, founding
executive of Advertising.com Award-winning Used by over 30
universities Translated into 9 languages An introduction for
everyone. In this rich, fascinating -- surprisingly accessible --
introduction, leading expert Eric Siegel reveals how predictive
analytics (aka machine learning) works, and how it affects everyone
every day. Rather than a "how to" for hands-on techies, the book
serves lay readers and experts alike by covering new case studies
and the latest state-of-the-art techniques. Prediction is booming.
It reinvents industries and runs the world. Companies, governments,
law enforcement, hospitals, and universities are seizing upon the
power. These institutions predict whether you're going to click,
buy, lie, or die. Why? For good reason: predicting human behavior
combats risk, boosts sales, fortifies healthcare, streamlines
manufacturing, conquers spam, optimizes social networks, toughens
crime fighting, and wins elections. How? Prediction is powered by
the world's most potent, flourishing unnatural resource: data.
Accumulated in large part as the by-product of routine tasks, data
is the unsalted, flavorless residue deposited en masse as
organizations churn away. Surprise! This heap of refuse is a gold
mine. Big data embodies an extraordinary wealth of experience from
which to learn. Predictive analytics(aka machine learning)
unleashes the power of data. With this technology, the computer
literally learns from data how to predict the future behavior of
individuals. Perfect prediction is not possible, but putting odds
on the future drives millions of decisions more effectively,
determining whom to call, mail, investigate, incarcerate, set up on
a date, or medicate. In this lucid, captivating introduction -- now
in its Revised and Updated edition -- former Columbia University
professor and Predictive Analytics World founder Eric Siegel
reveals the power and perils of prediction: What type of mortgage
risk Chase Bank predicted before the recession. Predicting which
people will drop out of school, cancel a subscription, or get
divorced before they even know it themselves. Why early retirement
predicts a shorter life expectancy and vegetarians miss fewer
flights. Five reasons why organizations predict death -- including
one health insurance company. How U.S. Bank and Obama for America
calculated the way to most strongly persuade each individual. Why
the NSA wants all your data: machine learning supercomputers to
fight terrorism. How IBM's Watson computer used predictive modeling
to answer questions and beat the human champs on TV's Jeopardy! How
companies ascertain untold, private truths -- how Target figures
out you're pregnant and Hewlett-Packard deduces you're about to
quit your job. How judges and parole boards rely on
crime-predicting computers to decide how long convicts remain in
prison. 182 examples from Airbnb, the BBC, Citibank, ConEd,
Facebook, Ford, Google, the IRS, LinkedIn, Match.com, MTV, Netflix,
PayPal, Pfizer, Spotify, Uber, UPS, Wikipedia, and more. How does
predictive analytics work? This jam-packed book satisfies by
demystifying the intriguing science under the hood. For future
hands-on practitioners pursuing a career in the field, it sets a
strong foundation, delivers the prerequisite knowledge, and whets
your appetite for more. A truly omnipresent science, predictive
analytics constantly affects our daily lives. Whether you are a
consumer of it -- or consumed by it -- get a handle on the power of
Predictive Analytics.
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