CoolTShirts, an innovative apparel shop, is running a bunch of marketing campaigns to increase website visits and purchases. Using touch attribution, they’d like to map their customers’ journey: from initial visit to purchase.
In this project, you’ll be helping them answer these questions about their campaigns:
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How many campaigns and sources does CoolTShirts use and how are they related? Be sure to explain the difference between utm_campaign and utm_source. What pages are on their website?
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What is the user journey?
- How many first touches is each campaign responsible for?
- How many last touches is each campaign responsible for?
- How many visitors make a purchase?
- How many last touches on the purchase page is each campaign responsible for?
- What is the typical user journey?
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CoolTShirts can re-invest in 5 campaigns. Which should they pick and why?
The dataset contains one SQL table, page_visits
. Within the table, there are 5 columns:
user_id
- unique identifier for each visitor to a pagetimestamp
- time at which the visitor came to the pagepage_name
- title of the section of the page that was visitedutm_source
- which site sent the traffic (i.e., google, newsletter, or facebook_ad)utm_campaign
- the specific ad or email blast (i.e., interview-with-cool-tshirts-founder)