1. Evaluating campaigns with pie & scatter charts
Both pie and scatter charts are often used in the digital marketing world, but for different reasons. Pie charts are used to show the breakdown by category of a total metric, while scatter charts show the relationship between two metrics for each category.
2. Campaigns data set
Let's complete another assessment, but this time for the different campaigns.
This data introduces a new metric, goal completions.
3. Campaigns data set
Goal completions are measured user interactions after they interact with an ad, which can include submitting an online form or purchasing a subscription after navigating to the website from a paid search advertisement.
4. Campaign impression share
Let's explore impressions by campaign. We can use a pie chart to show the percent share of total impressions by campaign by setting the labels as the campaigns and the values as the impressions.
What if the digital marketing director wants you to spruce up the pie chart?
5. Transform a pie chart into a doughnut chart
The doughnut chart is the same as a pie chart, and has similar settings, except it has a hole in the middle. They tend to look neater in a slide or report.
From this chart, we can easily see that the Python Users campaign makes up the largest share of impressions, followed by the DataCamp brand, with R users coming in last. This is a great graph to quickly gauge a campaign's performance from a single metric.
6. Determining relationship between goal completions and clicks
Scatter charts are great for showing how two metrics are related. Each point on this graph represents a different campaign and is plotted according to the number of clicks and goal completions, which shows the relationship between the two metrics. In this case, the labels were set to the campaign name in the chart settings, so we can easily see which point belongs to which campaign.
There will often be tens, if not thousands, of campaigns plotted on this chart to understand how clicks and goal completions are related.
Here, it looks like the more clicks the campaign gets, the fewer goal completions they receive. This shouldn't be the case and is likely a result of having very few data points.
What if we wanted to add a third metric?
7. Adding weight to a scatter chart
Bubble charts are great for showing three metrics at a time. We can change the chart type to a bubble chart and add the third metric as a weight or a size to the dot. In this example, we added impressions as the weight.
This chart has much more information than the scatter chart. We see that the Python users campaign has the most goal completions, in the fewest clicks, but required a lot more impressions than the R users, which had less goal completions, but more clicks in less impressions.
A conclusion from this campaign study could be that we are not sending the R users to pages in which they want to engage with the content or buy a subscription, or, we are simply not properly tracking the engagements.
8. Let's recap
To review, goal completions are important user engagements that measure the effectiveness of a campaign.
Pie and doughnut charts display the relative makeup of a total.
Scatter charts are great for determining the relative relationship between two metrics.
And finally, bubble charts make a scatter chart more informative by adding another dimension.
9. Let's get to work!
Let's get to work!