Introduction to common marketing metrics

Analyzing Marketing Campaigns with pandas

Jill Rosok

Data Scientist

Was the campaign successful?

Common metrics:

Conversion rate
Retention rate

Conversion rate

$$ \text{Conversion rate} = \frac{\text{Number of people who convert}}{\text{Total number of people we marketed to}} $$

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 %

Retention rate

$$ \text{Retention rate} = \frac{\text{Number of people who remain subscribed}}{\text{Total number of people who converted}} $$

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%

Let's practice!

Analyzing Marketing Campaigns with pandas