In March of 2015 I'm invited to give a presentation at Data Science program at the College of William and Mary: http://jxshix.people.wm.edu/Math410-2015/index.html. This talk is hence prepared to introduce data science to college students studying mathematics. Nonetheless I hope it is useful to a general public.

1. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science in Action
Ji Li
Data Scientist
March 25, 2015
Data Science In Action Ji Li

2. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Overview
Table of Contents
1 What is Data Science
Overview
Data Science Workflow
2 Churn Model
Business Understanding
Demo in R
Top Features
Prescriptive Analysis
3 Yesware Email Analysis
Email Analysis
4 Data Science in the Industry
Data Science Toolbox
Big Data
Data Science In Action Ji Li

3. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Overview
Data science on Google search
Data Science In Action Ji Li

4. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Overview
Data science from my point of view
Data Science In Action Ji Li

5. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Workflow
Table of Contents
1 What is Data Science
Overview
Data Science Workflow
2 Churn Model
Business Understanding
Demo in R
Top Features
Prescriptive Analysis
3 Yesware Email Analysis
Email Analysis
4 Data Science in the Industry
Data Science Toolbox
Big Data
Data Science In Action Ji Li

6. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Workflow
Domain expertise guides the workflow
Data Science Workflow
Data Munging
Data Mining
Delivery of actionable Insights
Data Science In Action Ji Li

7. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Workflow
Data Munging
Data Munging
Data Munging means some or all
of the following tasks:
ETL
Data Integration
Data Cleansing
Data Science In Action Ji Li

8. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Workflow
Data Munging
Data Munging
Data Munging means some or all
of the following tasks:
ETL
Data Integration
Data Cleansing
ETL
The process of extract,
transform, and load data.
To acquire data from
external sources.
To migrate multiple data
sources internally.
Data Science In Action Ji Li

9. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Workflow
Data Munging
Data Munging
Data Munging means some or all
of the following tasks:
ETL
Data Integration
Data Cleansing
Data Integration
To combine data from disparate
sources into meaningful and
valuable information.
Data Science In Action Ji Li

10. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Workflow
Data Munging
Data Munging
Data Munging means some or all
of the following tasks:
ETL
Data Integration
Data Cleansing
Data Cleansing
Data cleansing, also called data
scrubbing, is the process of
amending or removing data in a
database that is incorrect,
incomplete, improperly
formatted, or duplicated.
Data Science In Action Ji Li

11. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Workflow
Data Mining
Data Mining
Data Mining is the key step to
turn data into insights:
Data Exploration
Machine Learning
Model Evaluation
Data Science In Action Ji Li

12. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Workflow
Data Mining
Data Mining
Data Mining is the key step to
turn data into insights:
Data Exploration
Machine Learning
Model Evaluation
Data Exploration
The process of visually examine
and explore the data.
To gain basic understanding
of the data.
To identify relationships
between different attributes.
To answer basic questions
using data.
Data Science In Action Ji Li

13. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Workflow
Data Mining
Data Mining
Data Mining is the key step to
turn data into insights:
Data Exploration
Machine Learning
Model Evaluation
Machine Learning
To obtain statistical models, we
usually need to go through
multiple steps like the following:
1 Construct new features.
2 Remove redundant features.
3 Choose one or more suitable
machine learning algorithm.
Data Science In Action Ji Li

14. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Workflow
Data Mining
Data Mining
Data Mining is the key step to
turn data into insights:
Data Exploration
Machine Learning
Model Evaluation
Model Evaluation
Model evaluation is often used
not only to select the best model
from the set of models, but also
to get ready for producing
actionable insights.
Data Science In Action Ji Li

15. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Workflow
Skills of a data scientist
Data Science skills
Programming
Statistics
Visualization
Data Science In Action Ji Li

16. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Workflow
Doing data science
Data Science In Action Ji Li

17. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Business Understanding
Table of Contents
1 What is Data Science
Overview
Data Science Workflow
2 Churn Model
Business Understanding
Demo in R
Top Features
Prescriptive Analysis
3 Yesware Email Analysis
Email Analysis
4 Data Science in the Industry
Data Science Toolbox
Big Data
Data Science In Action Ji Li

18. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Business Understanding
The Goal
Goal
To predict which customers will churn.
To find ways to prevent customers from churning.
Workflow
Data Science In Action Ji Li

19. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Business Understanding
Customer renewal data
Data Science In Action Ji Li

20. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Business Understanding
Customer service call data
Data Science In Action Ji Li

21. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Business Understanding
Customer plan type and demographic
Data Science In Action Ji Li

22. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Business Understanding
Customer usage data
Data Science In Action Ji Li

23. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Business Understanding
Churn data structure
Data Science In Action Ji Li

24. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Demo in R
Table of Contents
1 What is Data Science
Overview
Data Science Workflow
2 Churn Model
Business Understanding
Demo in R
Top Features
Prescriptive Analysis
3 Yesware Email Analysis
Email Analysis
4 Data Science in the Industry
Data Science Toolbox
Big Data
Data Science In Action Ji Li

25. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Demo in R
R Script
http://goo.gl/IV3HDs
Data Science In Action Ji Li

26. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Top Features
Table of Contents
1 What is Data Science
Overview
Data Science Workflow
2 Churn Model
Business Understanding
Demo in R
Top Features
Prescriptive Analysis
3 Yesware Email Analysis
Email Analysis
4 Data Science in the Industry
Data Science Toolbox
Big Data
Data Science In Action Ji Li

27. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Top Features
Variable importance from random forest
Top Features
cust surv calls
is intl plan
day mins
Data Science In Action Ji Li

28. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Top Features
Top feature - customer service calls
Data Science In Action Ji Li

29. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Top Features
Top feature - customer service calls
Data Science In Action Ji Li

30. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Top Features
Top feature - customer day time minutes
Data Science In Action Ji Li

31. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Top Features
Top feature - international plan and international calls
Data Science In Action Ji Li

32. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Prescriptive Analysis
Table of Contents
1 What is Data Science
Overview
Data Science Workflow
2 Churn Model
Business Understanding
Demo in R
Top Features
Prescriptive Analysis
3 Yesware Email Analysis
Email Analysis
4 Data Science in the Industry
Data Science Toolbox
Big Data
Data Science In Action Ji Li

33. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Prescriptive Analysis
Churn analysis
Data Science In Action Ji Li

34. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Prescriptive Analysis
Churn analysis
Data Science In Action Ji Li

35. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Email Analysis
Table of Contents
1 What is Data Science
Overview
Data Science Workflow
2 Churn Model
Business Understanding
Demo in R
Top Features
Prescriptive Analysis
3 Yesware Email Analysis
Email Analysis
4 Data Science in the Industry
Data Science Toolbox
Big Data
Data Science In Action Ji Li

36. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Email Analysis
When to send an email
To Optimize Email Reply
Yesware users want to know how to get more replies.
Data Science In Action Ji Li

37. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Email Analysis
When to send an email
To Optimize Email Reply
Yesware users want to know how to get more replies.
An Email Reply Model
1 Construct features from the email data.
2 Create a model to predict the reply on each email.
3 Identify some top features that contributed most to the reply:
Sent Hour
Sent Weekday
Data Science In Action Ji Li

38. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Email Analysis
When to send an email
To Optimize Email Reply
Yesware users want to know how to get more replies.
Emails Sent Volume and Reply Rate by Sent Hour
Data Science In Action Ji Li

39. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Email Analysis
When to send an email
To Optimize Email Reply
Yesware users want to know how to get more replies.
Emails Sent Volume and Reply Rate by Sent Hour
Emails Sent Volume and Reply Rate by Sent Weekday
Data Science In Action Ji Li

40. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Email Analysis
D3 Visualization: Subject Line Keywords
Subject line keywords: http://goo.gl/PK9xhO
Data Science In Action Ji Li

41. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Toolbox
Table of Contents
1 What is Data Science
Overview
Data Science Workflow
2 Churn Model
Business Understanding
Demo in R
Top Features
Prescriptive Analysis
3 Yesware Email Analysis
Email Analysis
4 Data Science in the Industry
Data Science Toolbox
Big Data
Data Science In Action Ji Li

42. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Toolbox
Why do we need a toolbox?
Data Science In Action Ji Li

43. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Toolbox
Tools that helped me do data science fast
Data Science In Action Ji Li

44. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Data Science Toolbox
Data visualization tools
D3: http://d3js.org/
Data Science In Action Ji Li

45. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Big Data
Table of Contents
1 What is Data Science
Overview
Data Science Workflow
2 Churn Model
Business Understanding
Demo in R
Top Features
Prescriptive Analysis
3 Yesware Email Analysis
Email Analysis
4 Data Science in the Industry
Data Science Toolbox
Big Data
Data Science In Action Ji Li

46. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Big Data
Big Data
Big Data Ecosystem
Hadoop - file system
Data Science In Action Ji Li

47. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Big Data
Big Data
Big Data Ecosystem
Hadoop - file system
Spark - computing system
Data Science In Action Ji Li

48. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Big Data
Big Data
Big Data Ecosystem
Hadoop - file system
Spark - computing system
Spark Stack
https://spark.apache.org/
Data Science In Action Ji Li

49. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Big Data
Big Data
Big Data Ecosystem
Hadoop - file system
Spark - computing system
Spark Stack
Spark SQL - Data Munging
Spark Streaming - Real
Time Processing
MLlib - Machine Learning
GraphX - Visualization
https://spark.apache.org/
Data Science In Action Ji Li

50. What is Data Science Churn Model Yesware Email Analysis Data Science in the Industry
Big Data
Thank You
Please send your questions and feedback to me!
Data Science In Action Ji Li