Script 423: 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

  1. Define the column names for output and input data.
  2. Set up empty output columns in the output dataframe.
  3. Define a function clean_and_convert_to_numeric to clean and convert values to numeric, handling both numeric and percentage values.
  4. Define a function get_col_set_tuple to construct a tuple of column names for marin dimensions based on a convention.
  5. Define a function tag_by_performance to tag dimensions based on performance metrics and benchmarks.
    • Clean and convert the metric and benchmark columns to numeric values.
    • Calculate the benchmark if none is provided.
    • Calculate the performance ratio of the metric to the benchmark.
    • Separate the dimensions into different performance groups (Over Target, Under Target, On Target) based on predefined criteria.
    • Update the tag column in the output dataframe with the new performance tags.
    • Return an array of boolean values indicating the changed rows in the input dataframe.
  6. Call the tag_by_performance function for each of the 4 metrics (CVR, CPL, CPC, CTR).
  7. Combine the changes from all metrics into a single array.
  8. Print the campaigns with changed CVR performance tags for debugging purposes.
  9. Update the output dataframe to only include campaigns with changed performance tags.

Vitals

  • Script ID : 423
  • Client ID / Customer ID: 1306925163 / 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 18:24
  • 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

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