This book serves as a practical guide to performing simple-to-advanced tasks in marketing. You will use data science to understand what drives sales and customer engagement. You will use machine learning to forecast which customer is likely to engage with products more and has the highest expected lifetime value. You will also use machine learning to understand what data tells you about different customer segments and recommend the right products for individual customers that they are most likely to purchase. By the end of this book, you will be well-versed with various data science and machine learning techniques and how they can be utilized for different marketing goals.