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1.2 Marketing Campaign With Panda

This document introduces common marketing metrics like conversion rate and retention rate that are used to analyze the success of marketing campaigns. It explains how to calculate these metrics using Pandas and provides examples of segmenting audience data to calculate metrics for different segments. Visualizing these metrics over time and for different segments using Pandas and Matplotlib is also demonstrated.

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murari
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105 views32 pages

1.2 Marketing Campaign With Panda

This document introduces common marketing metrics like conversion rate and retention rate that are used to analyze the success of marketing campaigns. It explains how to calculate these metrics using Pandas and provides examples of segmenting audience data to calculate metrics for different segments. Visualizing these metrics over time and for different segments using Pandas and Matplotlib is also demonstrated.

Uploaded by

murari
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Introduction to

common marketing
metrics
A N A LY Z I N G M A R K E T I N G C A M PA I G N S W I T H PA N D A S

Jill Rosok
Data Scientist
Was the campaign successful?
Common metrics:

Conversion rate

Retention rate

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Conversion rate

Number of people who convert
Conversion rate =
Total number of people we marketed to

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Calculating conversion rate using pandas
subscribers = marketing[marketing['converted'] == True]\
['user_id'].nunique()
total = marketing['user_id'].nunique()
conv_rate = subscribers/total

print(round(conv_rate*100, 2), '%')

13.89 %

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Retention rate

Number of people who remain subscribed
Retention rate =
Total number of people who converted

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Calculating retention rate
retained = marketing[marketing['is_retained'] == True]\
['user_id'].nunique()
subscribers = marketing[marketing['converted'] == True]\
['user_id'].nunique()
retention = retained/subscribers

print(round(retention*100, 2), '%')

84%

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Let's practice!
A N A LY Z I N G M A R K E T I N G C A M PA I G N S W I T H PA N D A S
Customer
segmentation
A N A LY Z I N G M A R K E T I N G C A M PA I G N S W I T H PA N D A S

Jill Rosok
Data Scientist
Common ways to segment audiences
Age

Gender

Location

Past interaction(s) with the


business

Marketing channels users


interacted with

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Segmenting using pandas
# Subset to include only House Ads
house_ads = marketing\
[marketing['subscribing_channel'] == 'House Ads']
retained = house_ads[house_ads['is_retained'] == True]\
['user_id'].nunique()
subscribers = house_ads[house_ads['converted'] == True]\
['user_id'].nunique()

retention_rate = retained/subscribers
print(round(retention_rate*100,2), '%')

58.05 %

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


There must be an easier way to segment!

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Segmenting using pandas - groupby()
# Group by subscribing_channel and calculate retention
retained = marketing[marketing['is_retained'] == True]\
.groupby(['subscribing_channel'])\
['user_id'].nunique()
print(retained)

subscribing_channel
Email 109
Facebook 152
House Ads 173
Instagram 158
Push 54
Name: user_id, dtype: int64

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Segmenting using pandas - groupby()
# Group by subscribing_channel and calculate subscribers
subscribers = marketing[marketing['converted'] == True]\
.groupby(['subscribing_channel'])\
['user_id'].nunique()
print(subscribers)

subscribing_channel
Email 125
Facebook 221
House Ads 298
Instagram 232
Push 77
Name: user_id, dtype: int64

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Segmenting results
# Calculate the retention rate across the DataFrame
channel_retention_rate = (retained/subscribers)*100
print(channel_retention_rate)

subscribing_channel
Email 87.200000
Facebook 68.778281
House Ads 58.053691
Instagram 68.103448
Push 70.129870
Name: user_id, dtype: float64

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Let's practice!
A N A LY Z I N G M A R K E T I N G C A M PA I G N S W I T H PA N D A S
Plotting campaign
results (I)
A N A LY Z I N G M A R K E T I N G C A M PA I G N S W I T H PA N D A S

Jill Rosok
Data Scientist
Comparing language conversion rates
import matplotlib.pyplot as plt

# Create a bar chart using channel retention DataFrame


language_conversion_rate.plot(kind = 'bar')
# Add a title and x and y-axis labels
plt.title('Conversion rate by language\n', size = 16)
plt.xlabel('Language', size = 14)
plt.ylabel('Conversion rate (%)', size = 14)
# Display the plot
plt.show()

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


ANALYZING MARKETING CAMPAIGNS WITH PANDAS
Calculating subscriber quality
# Group by language_displayed and count unique users
total = marketing.groupby(['date_subscribed'])['user_id']\
.nunique()

# Group by language_displayed and sum conversions


retained = marketing[marketing['is_retained'] == True]\
.groupby(['date_subscribed'])\
['user_id'].nunique()

# Calculate subscriber quality across dates


daily_retention_rate = retained/total

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Preparing data to be plotted over time
# Reset index to turn the Series into a DataFrame
daily_retention_rate =
pd.DataFrame(daily_retention_rate.reset_index())

# Rename columns
daily_retention_rate.columns = ['date_subscribed',
'retention_rate']

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Visualizing data trended over time
# Create a line chart using the daily_retention DataFrame
daily_retention_rate.plot('date_subscribed',
'retention_rate')

# Add a title and x and y-axis labels


plt.title('Daily subscriber quality\n', size = 16)
plt.ylabel('1-month retention rate (%)', size = 14)
plt.xlabel('Date', size = 14)

# Set the y-axis to begin at 0


plt.ylim(0)
# Display the plot
plt.show()

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


ANALYZING MARKETING CAMPAIGNS WITH PANDAS
Let's practice!
A N A LY Z I N G M A R K E T I N G C A M PA I G N S W I T H PA N D A S
Plotting campaign
results (II)
A N A LY Z I N G M A R K E T I N G C A M PA I G N S W I T H PA N D A S

Jill Rosok
Data Scientist
Grouping by multiple columns
language = marketing.groupby(['date_served',
'language_preferred'])\
['user_id'].count()

print(language.head())

date_served preferred_language
2018-01-01 Arabic 3
English 351
German 5
Spanish 11
2018-01-02 Arabic 4
Name: user_id, dtype: int64

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Unstacking after groupby
language = pd.DataFrame(language.unstack(level=1))

print(language.head())

preferred_language Arabic English German Spanish


date_served
2018-01-01 3.0 351.0 5.0 11.0
2018-01-02 4.0 369.0 6.0 10.0
2018-01-03 3.0 349.0 3.0 8.0
2018-01-04 2.0 313.0 2.0 14.0
2018-01-05 NaN 310.0 1.0 14.0

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Plotting preferred language over time
language.plot()
plt.title('Daily language preferences')
plt.xlabel('Date')
plt.ylabel('Users')
plt.legend(loc = 'upper right',
labels = language.columns.values)
plt.show()

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


ANALYZING MARKETING CAMPAIGNS WITH PANDAS
Creating grouped bar charts
# Create DataFrame grouped by age and language preference
language_age = marketing.groupby(['language_preferred',
'age_group'])\
['user_id'].count()
language_age = pd.DataFrame(language_age.unstack(level=1))
print(language_age.head())

preferred_language Arabic English German Spanish


age_group
0-18 years 17 1409 20 66
19-24 years 25 1539 20 66
24-30 years 18 1424 18 71
30-36 years 19 1238 14 69
36-45 years 18 1251 17 55

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


Plotting language preferences by age group
language_age.plot(kind='bar')
plt.title('Language preferences by age group')
plt.xlabel('Language')
plt.ylabel('Users')
plt.legend(loc = 'upper right',
labels = language_age.columns.values)
plt.show()

ANALYZING MARKETING CAMPAIGNS WITH PANDAS


ANALYZING MARKETING CAMPAIGNS WITH PANDAS
Let's practice!
A N A LY Z I N G M A R K E T I N G C A M PA I G N S W I T H PA N D A S

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