Script 417: Campaign Benchmark Performance
Purpose
Tag Dimensions based on CVR, CPL, CPC, CTR Performance compared to previous 6 months.
To Elaborate
The Python script solves the problem of tagging campaign dimensions based on their performance metrics (CVR, CPL, CPC, CTR) compared to the benchmarks set in the previous 6 months. The script calculates the performance ratio of each metric to its benchmark and assigns a performance tag (Over Target, Under Target, On Target) based on predefined criteria. The script also handles cases where the benchmark is not defined or is zero.
Walking Through the Code
- The script defines column names for both input and output data.
- Empty output columns are set up in the output dataframe.
- The script defines a function
clean_and_convert_to_numeric
to clean and convert values to numeric, handling both numeric and percentage values. - The script defines a function
get_col_set_tuple
to construct a tuple of column names for marin dimensions based on a naming convention. - The function
tag_by_performance
is defined to tag dimensions based on performance metrics and benchmarks. - The function takes the input dataframe, output dataframe, column set tuple, and column tag as parameters.
- The function cleans and converts the metric, benchmark, and margin columns to numeric values.
- If the benchmark is not provided, the median of the metric column is calculated and used as the benchmark.
- The function calculates the performance ratio by dividing the metric by the benchmark.
- The function separates the dimensions into different performance groups based on predefined criteria.
- The function assigns the performance tag to each dimension based on its performance group.
- The function returns an array indicating the changed rows in the input dataframe.
- The script calls the
tag_by_performance
function for each of the 4 metrics (CVR, CPL, CPC, CTR) and stores the result in variableschanged1
,changed2
,changed3
, andchanged4
. - The script combines the changes from all metrics using logical OR operation and stores the result in the variable
combined_changes
. - The script prints the campaigns with changed CVR performance tags for debugging purposes.
- The script selects only the campaigns with changed performance tags in the output dataframe.
- The script ends.
Vitals
- Script ID : 417
- Client ID / Customer ID: 1306925159 / 60269255
- Action Type: Bulk Upload
- Item Changed: Campaign
- Output Columns: Account, Campaign, Conv Rate % - Performance, Cost/Conv $ - Performance, CPC $ - Performance, CTR % - Performance
- Linked Datasource: M1 Report
- Reference Datasource: None
- Owner: ascott@marinsoftware.com (ascott@marinsoftware.com)
- Created by ascott@marinsoftware.com on 2023-10-25 18:17
- Last Updated by ascott@marinsoftware.com on 2023-12-06 04:01
> See it in Action
Python Code
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# columns for output
OUT_COL_MD_DEBUG_PERF_CALC = 'Performance Calc Raw Numbers'
OUT_COL_MD_DEBUG_PERF_CALC_LAST_RUN = 'Performance Calc Last Run Date'
# columns for input
IN_COL_METRIC_CVR = 'Conv. Rate %'
IN_COL_METRIC_CPA = 'Cost/Conv. $'
IN_COL_METRIC_CTR = 'CTR %'
IN_COL_METRIC_CPC = 'Avg. CPC $'
# columns for both input and output
IN_OUT_COL_CAMPAIGN = 'Campaign'
IN_OUT_COL_MD_PERF_CVR = 'Conv Rate % - Performance'
IN_OUT_COL_MD_PERF_CPA = 'Cost/Conv $ - Performance'
IN_OUT_COL_MD_PERF_CTR = 'CTR % - Performance'
IN_OUT_COL_MD_PERF_CPC = 'CPC $ - Performance'
# setup empty output columns
outputDf[OUT_COL_MD_DEBUG_PERF_CALC] = np.nan
#outputDf[OUT_COL_MD_DEBUG_PERF_CALC_LAST_RUN] = datetime.date.today().isoformat()
outputDf[IN_OUT_COL_MD_PERF_CVR] = np.nan
outputDf[IN_OUT_COL_MD_PERF_CPA] = np.nan
outputDf[IN_OUT_COL_MD_PERF_CTR] = np.nan
outputDf[IN_OUT_COL_MD_PERF_CPC] = np.nan
# Ensure that columns with percentage values (e.g., 'Conv. Rate %', 'CTR %') are properly cleaned and converted to numeric
# We need to handle both numeric and percentage values
def clean_and_convert_to_numeric(value):
if isinstance(value, str):
cleaned_value = value.replace(',', '') # Remove commas (e.g., for numbers like '1,000')
if cleaned_value.endswith('%'):
numeric_value = float(cleaned_value.rstrip('%')) / 100 # Convert percentage to float
print(f"Converted {value} to {numeric_value}")
return numeric_value
else:
try:
numeric_value = float(cleaned_value)
print(f"Converted {value} to {numeric_value}")
return numeric_value
except ValueError:
print(f"Unable to convert {value} to numeric, setting to np.nan")
return np.nan
elif isinstance(value, (float, int)):
return float(value)
else:
return np.nan
# constructs tuple of 4 column names with names of marin dimensions columns based on convention used
def get_col_set_tuple(col_name):
col_name_clean = col_name.replace('.','')
return (
col_name,
col_name_clean + ' - Avg - Benchmark',
col_name_clean + ' - High - Criteria',
col_name_clean + ' - Low - Criteria'
)
# set col_tag column on outDf with performance tag by comparing col_metric with col_benchmark
# returns array of boolean indicating changed rows in inDf
def tag_by_performance(inDf, outDf, col_set_tuple, col_tag):
(col_metric, col_benchmark, col_over_margin, col_under_margin) = col_set_tuple
# setup tmp columns for intrim values
col_tag_name_new_value = col_tag + "_new"
col_perf_ratio = col_tag + "_perf_ratio"
inDf[col_tag_name_new_value] = np.nan
# Ensure that columns with percentage values (e.g., 'Conv. Rate %', 'CTR %') are properly cleaned and converted to numeric
inDf[col_metric] = inDf[col_metric].apply(clean_and_convert_to_numeric)
inDf[col_benchmark] = inDf[col_benchmark].apply(clean_and_convert_to_numeric)
inDf[col_over_margin] = inDf[col_over_margin].apply(clean_and_convert_to_numeric)
inDf[col_under_margin] = inDf[col_under_margin].apply(clean_and_convert_to_numeric)
# calculate benchmark if none provided
median_metric = inputDf[col_metric].median()
print(col_metric, "median", median_metric)
inDf[col_benchmark].fillna({col_benchmark: median_metric}, inplace=True)
# calc relative performance to benchmark
inDf[col_perf_ratio] = inputDf[col_metric] / inputDf[col_benchmark]
# separate into different performance groups
array_benchmark_not_defined = inDf[col_benchmark] == np.nan
array_benchmark_zero = inDf[col_benchmark] <= 0.0
array_no_benchmark = np.logical_or(array_benchmark_not_defined, array_benchmark_zero)
array_over_perf = (inDf[col_perf_ratio] - 1.0) > inDf[col_over_margin]
array_under_perf = (1.0 - inDf[col_perf_ratio]) > inDf[col_under_margin]
array_on_target = np.logical_not(np.logical_or(array_no_benchmark, np.logical_or(array_over_perf, array_under_perf)))
inDf.loc[ array_over_perf, col_tag_name_new_value ] = 'Over Target'
inDf.loc[ array_under_perf, col_tag_name_new_value ] = 'Under Target'
inDf.loc[ array_on_target, col_tag_name_new_value ] = 'On Target'
#inDf.loc[ array_no_benchmark, col_tag_name_new_value ] = 'No Benchmark'
# find changed perf tags
changed = inDf[col_tag_name_new_value].notnull() & (inDf[col_tag] != inDf[col_tag_name_new_value])
outDf[col_tag] = inDf[col_tag_name_new_value]
return changed
# tag by performance for each of the 4 metrics
changed1 = tag_by_performance(
inputDf,
outputDf,
get_col_set_tuple(IN_COL_METRIC_CVR),
IN_OUT_COL_MD_PERF_CVR)
changed2 = tag_by_performance(
inputDf,
outputDf,
get_col_set_tuple(IN_COL_METRIC_CPA),
IN_OUT_COL_MD_PERF_CPA)
changed3 = tag_by_performance(
inputDf,
outputDf,
get_col_set_tuple(IN_COL_METRIC_CTR),
IN_OUT_COL_MD_PERF_CTR)
changed4 = tag_by_performance(
inputDf,
outputDf,
(IN_COL_METRIC_CPC,
'CPC $ - Avg - Benchmark',
'CPC $ - High - Criteria',
'CPC $ - Low - Criteria'
),
IN_OUT_COL_MD_PERF_CPC)
combined_changes = np.logical_or(changed4, np.logical_or(changed3, np.logical_or(changed1, changed2)))
# debug print what's changed
print("== Campaigns with CVR Perf Tag changes ==")
in_cols = [IN_OUT_COL_CAMPAIGN, IN_OUT_COL_MD_PERF_CVR] + list(get_col_set_tuple(IN_COL_METRIC_CVR))
out_cols = [IN_OUT_COL_CAMPAIGN, IN_OUT_COL_MD_PERF_CVR]
inDf_changed = inputDf.loc[changed1, in_cols]
outDf_changed = outputDf.loc[changed1, out_cols]
debug_df = inDf_changed.join(outDf_changed, rsuffix="_out")
print(debug_df.to_string())
# only include campaigns with changed perf tag in bulk file
outputDf = outputDf[ combined_changes ]
Post generated on 2024-05-15 07:44:05 GMT