Category: R

Sergey Bryl has an introductory-level post on what Markov chains are and how they work:

Using Markov chains allow us to switch from heuristic models to probabilistic ones. We can represent every customer journey (sequence of channels/touchpoints) as a chain in a directed Markov graph where each vertex is a possible state (channel/touchpoint) and the edges represent the probability of transition between the states (including conversion.) By computing the model and estimating transition probabilities we can attribute every channel/touchpoint.

Let’s start with a simple example of the first-order or “memory-free” Markov graph for better understanding the concept. It is called “memory-free” because the probability of reaching one state depends only on the previous state visited.

Markov chains are great for behavior prediction and sentence formation.  This is part one of a series I will eagerly anticipate.  H/T R Bloggers.

Bob Horton explains ROC curves and shows how to create them in R:

ROC curves are commonly used to characterize the sensitivity/specificity tradeoffs for a binary classifier. Most machine learning classifiers produce real-valued scores that correspond with the strength of the prediction that a given case is positive. Turning these real-valued scores into yes or no predictions requires setting a threshold; cases with scores above the threshold are classified as positive, and cases with scores below the threshold are predicted to be negative. Different threshold values give different levels of sensitivity and specificity. A high threshold is more conservative about labelling a case as positive; this makes it less likely to produce false positive results but more likely to miss cases that are in fact positive (lower rate of true positives). A low threshold produces positive labels more liberally, so it is less specific (more false positives) but also more sensitive (more true positives). The ROC curve plots true positive rate against false positive rate, giving a picture of the whole spectrum of such tradeoffs.

ROC curves are one of the primary techniques for figuring out if a binary classifier “works.”