Purpose:

The Python script identifies campaigns where the previous day’s spending was at least 90% of the daily budget and flags them if certain conditions are met.

To Elaborate

The script is designed to monitor advertising campaigns by analyzing their spending relative to their allocated daily budgets. Specifically, it checks if the spending (referred to as “Pub Cost”) for the previous day reaches or exceeds 90% of the daily budget. If this condition is met, and additional criteria regarding impression share and a metric called “iDNE” are satisfied, the campaign is flagged with a “Budget Capped” alert. This helps in identifying campaigns that are at risk of overspending or are already constrained by their budget, allowing for timely adjustments to optimize campaign performance.

Walking Through the Code

1. Data Preparation
   • The script begins by converting the ‘iDNE’ column in the input DataFrame to numeric values, handling any errors by coercing them into NaN values. This ensures that subsequent calculations involving ‘iDNE’ are performed correctly.
2. Calculation of Ratios and Metrics
   • It calculates the ratio of ‘Pub Cost’ to ‘Daily Budget’ for each campaign, storing this in a new column ‘Pub Cost / Budget’.
   • The script also retains the ‘iDNE’ and ‘Lost Imp Share’ values for further analysis.
3. Budget Cap Alert Logic
   • A threshold of 0.90 is set, which can be adjusted by the user if needed.
   • Campaigns are checked against this threshold: if the ‘Pub Cost / Budget’ is less than 0.90, no alert is set.
   • If the ‘Pub Cost / Budget’ is 0.90 or higher, and ‘iDNE’ is less than 1.5, and ‘Lost Imp Share’ is greater than 10%, the campaign is flagged with a “Budget Capped” alert.
4. Output Preparation
   • The script prints the modified DataFrame and extracts specific columns (‘Account’, ‘Campaign’, ‘Budget Alert’) to create a new DataFrame for output purposes.

Vitals

• Script ID : 863
• Client ID / Customer ID: 247648668 / 13095968
• Action Type: Bulk Upload
• Item Changed: Campaign
• Output Columns: Account, Campaign, Budget Alert
• Linked Datasource: M1 Report
• Reference Datasource: None
• Owner: smalina@marinsoftware.com (smalina@marinsoftware.com)
• Created by Stephen Malina on 2024-03-29 16:32
• Last Updated by Stephen Malina on 2024-04-29 14:12

> See it in Action

Python Code

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#
# Tag campaign if Pub Cost for prior day is 90% of Daily Budget
#
#
# Author: Stephen Malina
# Date: 2024-03-27

RPT_COL_CAMPAIGN = 'Campaign'
RPT_COL_PUBLISHER = 'Publisher'
RPT_COL_PUB_COST = 'Pub. Cost £'
RPT_COL_ACCOUNT = 'Account'
RPT_COL_DAILY_BUDGET = 'Daily Budget'
RPT_COL_CAMPAIGN_STATUS = 'Campaign Status'
RPT_COL_BUDGET_ALERT = 'Budget Alert'
RPT_COL_iDNE = 'iDNE'
RPT_COL_LOST_IMP_SHARE = 'Lost Impr. Share (Budget) %'
BULK_COL_ACCOUNT = 'Account'
BULK_COL_CAMPAIGN = 'Campaign'
BULK_COL_BUDGET_ALERT = 'Budget Alert'

# Convert the 'iDNE' column to numeric values
inputDf[RPT_COL_iDNE] = pd.to_numeric(inputDf[RPT_COL_iDNE], errors='coerce')

# Calculate the difference between daily budget and pub cost, include iDNE for consideration
inputDf['Pub Cost / Budget'] = inputDf[RPT_COL_PUB_COST] / inputDf[RPT_COL_DAILY_BUDGET]
inputDf['iDNE'] = inputDf[RPT_COL_iDNE]
inputDf['Lost Imp Share'] = inputDf[RPT_COL_LOST_IMP_SHARE]

# Output a "Budget Cap Alert" where daily spend is greater than 90% of daily budget and iDNE is less than 1.5
threshold = 0.90  # Adjust this threshold as needed
inputDf.loc[inputDf['Pub Cost / Budget'] < threshold, BULK_COL_BUDGET_ALERT] = ""
inputDf.loc[(inputDf['Pub Cost / Budget'] >= threshold) & (inputDf['iDNE'] < 1.5) & (inputDf['Lost Imp Share'] > 10), BULK_COL_BUDGET_ALERT] = "Budget Capped"

# Print the modified inputDf
print(inputDf)
cols = [RPT_COL_ACCOUNT, RPT_COL_CAMPAIGN, BULK_COL_BUDGET_ALERT]
outputDf = inputDf[cols]

Post generated on 2025-03-11 01:25:51 GMT