From Codecademy's Data Science Learning Path

Project Assignment: Marketing Attribution

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:

• 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?

• 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?

• 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 page
• timestamp - time at which the visitor came to the page
• page_name - title of the section of the page that was visited
• utm_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)