Targeted marketing for predictive analytics

Recommender systems

• Linden, G. et al.Greg Linden, Brent Smith, and Jeremy York, “Amazon.com Recommendations: Item-to-Item Collaborative Filtering,” IEEE Internet Computing 7, no. 1 (January 2003): 76–80, doi:10.1109/MIC.2003.1167344.
  
  “Amazon.com Recommendations: Item-to-Item Collaborative Filtering”.

Microtargetting

• Konsinski, M.Michal Kosinski, David Stillwell, and Thore Graepel, “Private Traits and Attributes Are Predictable from Digital Records of Human Behavior,” Proceedings of the National Academy of Sciences 110, no. 15 (2013): 5802–5, doi:10.1073/pnas.1218772110.
  
  “Private traits and attributes are predictable from digital records of human behavior”.

• Murray, G. and Scime, A.Gregg R. Murray and Anthony Scime, “Microtargeting and Electorate Segmentation: Data Mining the American National Election Studies,” Journal of Political Marketing 9, no. 3 (2010): 143–66, doi:10.1080/15377857.2010.497732.
  
  “Microtargeting and Electorate Segmentation: Data Mining the American National Election Studies”.

• Youyou, W. et al.Wu Youyou, Michal Kosinski, and David Stillwell, “Computer-Based Personality Judgments Are More Accurate Than Those Made by Humans,” Proceedings of the National Academy of Sciences 112, no. 4 (2015): 1036–40, doi:10.1073/pnas.1418680112.
  
  “Computer-based personality judgments are more accurate than those made by humans”.

Geodemographics

• Leventhal, B.B Leventhal, Geodemographics for Marketers: Using Location Analysis for Research and Marketing (London, UK: Kogan Page, 2016), https://www.koganpage.com/product/geodemographics-for-marketers-9780749473822.
  
  “Geodemographics for Marketers: Using location analysis for research and marketing”.

R primers

• Hadley Wickham and Garrett Grolemund’sHadley Wickham and Garrett Grolemund, R for Data Science: Import, Tidy, Transform, Visualize, and Model Data (Sebastopol, California: O’Reilly Media, 2017), http://r4ds.had.co.nz/.
  
  R for Data Science provides everything you need to know when starting with data analysis in R.
• Kieran Healy’sKieran Healy, Data Visualization: A Practical Introduction (Princeton: Princeton University Press, 2018), http://socviz.co/.
  
  recent book Data Visualization is perhaps the best I’ve seen on Data Visualization in R.

Spatial Microsimulation in R

• Lovelace, R. and Dumont, M. (2016)Robin Lovelace and M Dumont, Spatial Microsimulation with r (London, UK: CRC Press, 2016), https://spatial-microsim-book.robinlovelace.net/.
  
  Spatial microsimulation with R. London: Taylor and Francis. Comprehensively discusses Spatial Microsimulation and procedures for generating micsrosimulated datasets in R.
• Whitworth et al. (2017)A Whitworth et al., “Estimating Uncertainty in Spatial Microsimulation Approaches to Small Area Estimation: A New Approach to Solving an Old Problem,” Computers, Environment and Urban Systems 63, no. 63 (2017): 50–57, doi:10.1016/j.compenvurbsys.2016.06.004.
  
  “Estimating uncertainty in spatial microsimulation approaches to small area estimation: A new approach to solving an old problem”. Interesting paper exploring uncertainty in spatial microsimulation approaches.