A/B 테스트 및 세분화

pandas로 마케팅 캠페인 분석하기

Jill Rosok

Data Scientist

세분화를 잊지 마세요!

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pandas로 마케팅 캠페인 분석하기

언어별로 세분화된 개인화 테스트

for language in np.unique(marketing['language_displayed'].values):
    print(language)
pandas로 마케팅 캠페인 분석하기

관련 데이터 추출

for language in np.unique(marketing['language_displayed'].values):
    print(language)

    language_data = marketing[(marketing['marketing_channel'] == 'Email') & 
                              (marketing['language_displayed'] == language)]
pandas로 마케팅 캠페인 분석하기

구독자 추출

for language in np.unique(marketing['language_displayed'].values):
    print(language)

    language_data = marketing[(marketing['marketing_channel'] == 'Email') & 
                              (marketing['language_displayed'] == language)]

    subscribers = language_data.groupby(['user_id', 'variant'])['converted']\
                                                                      .max()
pandas로 마케팅 캠페인 분석하기

대조군 및 개인화 그룹 추출

for language in np.unique(marketing['language_displayed'].values):
    print(language)

    language_data = marketing[(marketing['marketing_channel'] == 'Email') & 
                              (marketing['language_displayed'] == language)]

    subscribers = language_data.groupby(['user_id', 'variant'])['converted']\
                                                                      .max()
    subscribers = pd.DataFrame(subscribers.unstack(level=1)) 
    control = subscribers['control'].dropna()
    personalization = subscribers['personalization'].dropna()
pandas로 마케팅 캠페인 분석하기

전체 for 루프

for language in np.unique(marketing['language_displayed'].values):
    print(language)

    language_data = marketing[(marketing['marketing_channel'] == 'Email') & 
                              (marketing['language_displayed'] == language)]

    subscribers = language_data.groupby(['user_id', 'variant'])['converted']\
                                                                      .max()
    subscribers = pd.DataFrame(subscribers.unstack(level=1)) 
    control = subscribers['control'].dropna()
    personalization = subscribers['personalization'].dropna()  

    print('lift:', lift(control, personalization))
    print('t-statistic:', stats.ttest_ind(control, personalization), '\n\n')
pandas로 마케팅 캠페인 분석하기

결과

Arabic
lift: 50.0%
t-statistic: TtestResult(statistic=-0.58, pvalue=0.58, df=8.0) 

English
lift: 39.0%
t-statistic: TtestResult(statistic=-2.22, pvalue=0.03, df=486.0) 

German
lift: -1.62%
t-statistic: TtestResult(statistic=0.19, pvalue=0.85, df=42.0) 

Spanish
lift: 166.67%
t-statistic: TtestResult(statistic=-2.36, pvalue=0.04, df=10.0)
pandas로 마케팅 캠페인 분석하기

연습해 봅시다!

pandas로 마케팅 캠페인 분석하기

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