How to Treat Missing Values in Your Data

One of most excruciating pain points during Data Exploration and Preparation stage of an Analytics project are missing values. How do you deal with missing values - ignore or treat them? The answer would depend on the percentage of those missing values in the dataset, the variables affected by missing values, whether those missing values are a part of dependent or the independent variables, etc. Missing Value treatment becomes important since the data insights or the performance of your predictive model could be impacted if the missing values are not appropriately handled.The 2 tables above give different insights. The inference from the table on the left with the missing data indicates lower count for Android Mobile users and iOS Tablet users and higher Average Transaction Value compared to the inference from the right table with no missing data. The inference from the data with missing values could adversely impact business decisions.