Pengantar pandas untuk pemasaran

Menganalisis Kampanye Pemasaran dengan pandas

Jill Rosok

Data Scientist

Apa tugas data scientist di tim pemasaran?

Menganalisis kinerja kampanye pemasaran
Mengatribusikan konversi ke kanal pemasaran
Uji A/B

Apa itu pandas?

Menyediakan struktur data mirip tabel yang mudah dipakai untuk analisis

pandas-logo

Impor/ekspor mudah dari berbagai format umum (mis. CSV, TSV, Stata)
Memungkinkan manipulasi seperti join dataset lain, groupby dan agregasi kolom, serta mengambil subset kolom dan baris.

Impor data dengan pandas

import pandas as pd

marketing = pd.read_csv('marketing.csv')

Inspeksi data

print(marketing.head())

      user_id date_served    channel          variant  conv  \
0  a100000029  2018-01-01  House Ads  personalization  True   
1  a100000030  2018-01-01  House Ads  personalization  True   
2  a100000031  2018-01-01  House Ads  personalization  True   
3  a100000032  2018-01-01  House Ads  personalization  True   
4  a100000033  2018-01-01  House Ads  personalization  True   

  language_displayed language_preferred    age_group  
0            English            English   0-18 years  
1            English            English  19-24 years  
2            English            English  24-30 years  
3            English            English  30-36 years  
4            English            English  36-45 years

Statistik ringkas

print(marketing.describe())

           user_id date_served    channel  variant   conv    \
count         9882        9881       9882     9882   9882 
unique        7253          31          5        2      2 
top     a100000882  2018-01-15  House Ads  control  False 
freq             6         782       4682     4986   8883 

           language_displayed language_preferred     age_group
count                    9882               9882          9882
unique                      4                  4             7
top                   English            English   19-24 years
freq                     9695               9177          1650

Nilai hilang & tipe data

print(marketing.info())

<class 'pandas.core.frame.DataFrame'>
RangeIndex: 9996 entries, 0 to 9995
Data columns (total 12 columns):
#   Column                Non-Null Count  Dtype 
    ------                --------------  ----- 
0   user_id               9996 non-null   object
1   date_served           9980 non-null   object
    ...
9   date_subscribed       1815 non-null   object
10  date_canceled         568 non-null    object
11  subscribing_channel   1815 non-null   object
12  is_retained           1815 non-null   object
    dtypes: object(12)
memory usage: 937.2+ KB

Ayo berlatih!

Menganalisis Kampanye Pemasaran dengan pandas