Doing Data Science

Author: Cathy O'Neil
Publisher: "O'Reilly Media, Inc."
ISBN: 144936389X
Size: 43.77 MB
Format: PDF, Kindle
View: 2958
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Now that people are aware that data can make the difference in an election or a business model, data science as an occupation is gaining ground. But how can you get started working in a wide-ranging, interdisciplinary field that’s so clouded in hype? This insightful book, based on Columbia University’s Introduction to Data Science class, tells you what you need to know. In many of these chapter-long lectures, data scientists from companies such as Google, Microsoft, and eBay share new algorithms, methods, and models by presenting case studies and the code they use. If you’re familiar with linear algebra, probability, and statistics, and have programming experience, this book is an ideal introduction to data science. Topics include: Statistical inference, exploratory data analysis, and the data science process Algorithms Spam filters, Naive Bayes, and data wrangling Logistic regression Financial modeling Recommendation engines and causality Data visualization Social networks and data journalism Data engineering, MapReduce, Pregel, and Hadoop Doing Data Science is collaboration between course instructor Rachel Schutt, Senior VP of Data Science at News Corp, and data science consultant Cathy O’Neil, a senior data scientist at Johnson Research Labs, who attended and blogged about the course.

Health Communication Message Design

Author: Hyunyi Cho
Publisher: SAGE
ISBN: 1412986559
Size: 61.69 MB
Format: PDF, ePub, Mobi
View: 6067
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The desire to impact positive changes in individuals and society motivates many students, practitioners, and researchers of health communication. This one of a kind text offers guidance on how to design effective health communication messages. This book shows how to build theory-based messages and how to address the diverse characteristics of audiences. While integrating perspectives from public health and social marketing, this book clearly explains core health communication principles and processes for designing effective messages for health communication interventions and campaigns.

Pulp Politics

Author: Glenn W. Richardson
Publisher: Rowman & Littlefield
ISBN: 9780742556287
Size: 17.23 MB
Format: PDF
View: 1981
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Pulp Politics helps us understand how political ads work by exploring how people think and feel, how our brains work, and how we tell and listen to stories. The book dissents from much popular and scholarly opinion that contends that political advertising only despoils democracy. It proposes that the fabric of popular culture, not the essentials of informed consent, constitutes the communicative core of contemporary political campaigns. The book subjects campaign spots to compellingly detailed and nuanced analysis.

Persuasion

Author: Marjorie Keeshan Nadler
Publisher:
ISBN: 9781524907372
Size: 73.88 MB
Format: PDF, Docs
View: 7248
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"Persuasion: Integrating Theory, Research, and Practice features an unprecedented fusion of the persuasion skills that students seek, integrated with persuasion theories instructors want to teach -- the two approaches that have often been at odds with one another" -- Back cover.

Marketing Communications Management

Author: Paul Copley
Publisher: SAGE
ISBN: 1473908337
Size: 25.19 MB
Format: PDF, ePub, Mobi
View: 769
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Praise for the first edition: ‘An excellent text for exploring marketing communications in the 21st century.’ - Ann Torres, Lecturer in Marketing, National University of Ireland, Galway ‘First rate and comprehensive. This book has got it just right: a rich blend of academic underpinning and practical examples in a very readable style.’ - Martin Evans, Senior Teaching in Marketing, Cardiff Business School, University of Cardiff This book introduces the core components and concepts of marketing communications for those studying at both undergraduate and postgraduate levels. It covers essential topics such as advertising, direct marketing, corporate communications, public relations, product placement, sales promotion, social media, sponsorship and many more. The author provides a set of managerial frameworks that include analysis, planning and implementation to help prepare those who go on to strategically create and effectively manage marketing communications campaigns. Every chapter includes Snapshots that help you to apply theory to engaging real-world examples. These include: BMW, Harrods, Levi’s, Lynx, Tesco, Tencent, United Colors of Benetton and Wonga. Additionally, Stop Points encourage you to pause and critically reflect upon the topic for deeper learning and higher grades. The Assignment boxes invite you to test your knowledge in the form of a task based on what you have just read to also help push yourself further. The Companion Website includes longer case studies, video feeds and other useful web links, a larger glossary of key terms, and links to SAGE journal articles. Password-protected resources are also available to lecturers, including: PowerPoint slides, a tutor manual, activities for the classroom and indicative responses to the assignments and discussion questions provided in each chapter.