常見行銷指標導論

使用 pandas 分析行銷活動

Jill Rosok

Data Scientist

這次活動成功嗎？

常見指標：

轉換率
留存率

圖庫照片_shutterstock_753489763.jpg

轉換率

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

用 pandas 計算轉換率

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 %

留存率

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

計算留存率

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%

一起來練習吧！

使用 pandas 分析行銷活動