"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.
