Rezumat

Analiza campaniilor de marketing cu pandas

Jill Rosok

Data Scientist

Set de date

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

Preprocesare

Ingineria caracteristicilor
Corectarea erorilor din date

Metrici de marketing

$$ \text{Rata de conversie} = \frac{\text{Numărul persoanelor care convertesc}}{\text{Numărul total al persoanelor vizate}} $$

$$ \text{Rata de retenție} = \frac{\text{Numărul persoanelor care rămân abonate}}{\text{Numărul total al persoanelor care au convertit}} $$

Segmentarea clienților

marketing.groupby(['channel', 'age_group'])\
                                ['user_id'].count()

Scădere a ratei de conversie?

house_ads = marketing[marketing['channel'] == 'House Ads']

language = conversion_rate(house_ads, 
                           ['date_served', 
                            'language_displayed'])

Ați analizat un test A/B

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Teste T

Mult succes!

Analiza campaniilor de marketing cu pandas