Machine Learning Foundations

Every business today sits on massive volumes of data — but turning that data into measurable business impact is where machine learning truly shines. This beginner-friendly masterclass helps you step into the world of machine learning (ML) through a relatable and practical retail example involving Sony’s marketing campaigns.

The story begins with Sony realizing that some marketing channels aren’t performing well — the return on investment (ROI) doesn’t justify the spend. To solve this, Sony turns to machine learning to understand which channels drive the most sales and how budgets can be optimized for better results. Through this engaging, data-backed case, you’ll uncover how machine learning models are built, trained, and evaluated in real business contexts.

Starting with the data science lifecycle, you’ll revisit critical steps like data cleaning, encoding, and scaling, before moving on to understanding the different types of ML models and where each fits. The masterclass culminates in implementing a simple linear regression model that helps allocate marketing budgets effectively — giving you your first hands-on experience with real-world predictive modeling.

By the end of this masterclass, you won’t just know what machine learning is — you’ll understand how it drives smarter business decisions in e-commerce and beyond.