Marketing Campaign Kaggle – The next important thing after converting categorical columns to individual functions, we have 62 columns ie. 62 features and we will definitely not train the model with these entire features because the model will suffer from the overfitting problem. So, using a feature selection technique called “Additional Classifier”, we will select only the top 10 features that influence the target variable. Additional feature selection classifier: Each feature is ranked in descending order according to the mathematical derivative, which is generated by creating a forest of each feature and the user selects the top k from the list.
Selecting the best supervised ML model is again a challenging task in the project. To choose the best one, we will use the technique called “Pair Game”. From the visualization, we can see that the features and predicted values are highly overlapping and therefore we cannot use logistic regression. So then we need to implement either decision trees or random forest or boosting.
Marketing Campaign Kaggle
But decision trees are suitable for very small data set where we will build decision trees up to the last node. But we have a pretty good dataset so I decided to use the random forest as it is not expensive like xgboost.
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After applying random forest it worked well and we got model accuracy of 93% and precision and recall with 0.94 and 0.93 for both yes and no labels.
Finally, the model is implemented using a flask and an application, and an API is generated and integrates this API with a simple HTML form for the front end.
I am a machine learning scientist with over 9 years of experience in both industry and R&D. Campaign analytics reports are considered essential marketing analytics tools and are often used by marketing executives and campaign managers to compare leads and spend metrics across their campaigns. Some of the key features in this type of report is that it provides filters so that the user can see only the campaigns and time period they are interested in. The resulting campaigns are listed down the rows and in the columns you see KPIs for leads and costs such as: Total Leads, Disqualified Leads, Open Leads, Qualified Leads, Budgeted Campaign Cost, Cost per Qualified Lead. The last column shows how each campaign compares to the AVERAGE lead cost of all campaigns. The data usually originates from a CRM system. Below you will find an example of this type of report.
Companies and organizations use campaign analytics reports to easily compare campaigns against each other to see which are delivering the best return on investment. When used as part of good business practices in the marketing department, a company can improve its revenue by investing in the best possible campaigns, as well as reduce the chances of money and marketing budgets being wasted on poorly performing campaigns.
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Here’s an example of a modern and automated campaign analytics report that provides key KPIs and benchmarking.
Progressive marketing departments sometimes use several different reports for campaign analysis, along with pipeline reports, campaign dashboards, marketing simulation dashboards, marketing budget models, lead and opportunity reports, and other management tools and control.
Actual (historical transaction) data typically comes from CRM and Enterprise Resource Planning (ERP) systems such as: Microsoft Dynamics 365 (D365) Finance, Microsoft Dynamics 365 Business Central (D365 BC), Microsoft Dynamics AX, Microsoft Dynamics NAV, Microsoft Dynamics GP, Microsoft Dynamics SL, Dynamics 365 (CRM), Sage Intacct, Sage 100, Sage 300, Sage 500, Sage X3, SAP Business One, SAP ByDesign, Acumatica, Netsuite, Salesforce, etc.
For analyzes that use budgets or forecasts, planning data most often comes from internal Excel spreadsheet models or professional enterprise performance management (CPM/EPM) solutions. Maven Analytics ran a challenge – the Maven Marketing Challenge where they added a rich dataset to their Data Playground with data from marketing campaigns involving 2,240 customers. This is the first time I participated in a Maven Analytics challenge. Working on this challenge was a great experience for me and helped me fine-tune my data analysis and Tableau skills.
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The challenge requires you to take on the role of a newly hired BI consultant for Maven Marketing, a small digital marketing agency. Their recent marketing campaigns have not performed well and they have brought you in to analyze their data and propose a solution.
Our task was to present the #1 recommendation for improving the impact of future marketing campaigns and show the analysis to support this.
Exploratory Data Analysis Import the required libraries. Read the CSV file into a data frame to view the data. Find outliers and nulls in the data frame.
Using the above code I realized that there are 24 null values for the Income field and I found that there are white spaces before and after the column name so I removed the white spaces using the code below.
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I found that there were 24 NAN values, so I started thinking about removing the rows from the data set. I started by figuring out what percentage of the values were missing.
Using the above code, I found only 1% of missing values, so I removed them from the data set as they were not significant. If it was significant, I would calculate the mean and replace them with NAN values to include those rows in my analysis.
Originally, the Year of Birth column was in numeric (integer) format. later i changed it to data format to further my analysis
I have already removed the null values and created a new .csv file. So the total number of rows or customers is 2216. I found that there is some deviation in the data as from the image below you can see that the age of the customers starts at 23 and there is continuity up to 85 but there is a sudden drop after that . From 116 to 123 there are 3 customers. Since the number is insignificant, I ignored them and did not purge them from the data.
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I found out from the packaged bubbles that Spain has the highest consumption of wine. When I drill down, Spain is the best represented country in the data and covers almost 50% of the data set compared to other countries. This is perhaps the reason why the country spends the most on wine.
Customers are interested in buying the products directly from the stores and not from another channel. When we look at just the number of purchases, deals and catalog sales look weaker. But ideally, we would need to calculate the ROI for each of the channels to accurately assess performance.
The data set consists of 50% customers from Spain. It is the country with the highest income as you can see from the image below.
I realized that maybe I should focus on countries with the highest and lowest per capita income.
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I started with the analysis to determine the average income in the country. I found the country with the lowest and highest average income. I wanted to focus on the amount spent by countries on each product, which would be useful for future marketing campaigns.
2. To focus on the country with the highest average income, which will be Mexico, Saudi Arabia.
Thank you for reading the whole story. Please let me know what you think in the comments below.
You have completed a data analysis bootcamp at Ironhack, Amsterdam and are looking for opportunities as a data analyst in the Amsterdam area. How do you
link the impact of your marketing and advertising spend to drive sales? As the advertising landscape continues to evolve, advertisers are finding it increasingly challenging to effectively determine the impact of various revenue-generating marketing activities in their media mix.
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Brands spend billions of dollars a year promoting their retail products. These marketing expenditures are planned 3 to 6 months in advance and are used to drive promotional tactics to increase awareness, generate trials, and increase consumption of the brand’s product and services. That whole model has been disrupted with COVID. Consumer behavior is changing rapidly and brands no longer have the luxury of planning promotional spend months in advance. Brands need to make decisions in weeks and days, or even near real-time. As a result, brands are shifting their budgets to more flexible channels like digital ads and promotions.
Making this shift isn’t easy for brands. Digital tactics promise increased personalization by delivering the message most likely to resonate with the individual consumer. However, traditional statistical analysis and media planning tools are built around long lead times, using aggregated data, making it more difficult to optimize messages at the segment or individual level. Marketing or media mix modeling (MMM) is commonly used to understand the impact of various marketing tactics in relation to other tactics and determine optimal spend levels for future initiatives, but MMM is a highly manual, time-consuming and backward-looking exercise due to the challenges of the integration of a wide range of data sets with different levels of aggregation.
Your print and TV ad agency can send a bi-weekly Excel spreadsheet providing impressions in a specific market
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