Impara Visualizing Marketing Data | Marketing Data Analysis with Python

Data visualization is a powerful tool for marketers because it transforms raw data into easily understandable insights. By visualizing data, you can quickly spot trends, compare performance across different campaigns, and communicate results effectively to stakeholders. Some of the most common chart types used in marketing analytics are bar charts, line charts, and pie charts. Bar charts are ideal for comparing values across categories, such as conversions by channel. Line charts are useful for showing trends over time, like daily website visits or clicks. Pie charts help illustrate proportions, such as the share of budget allocated to each campaign.


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import pandas as pd
import matplotlib.pyplot as plt

# Sample marketing data
data = {
    "Channel": ["Email", "Social Media", "Paid Search", "Organic Search"],
    "Conversions": [120, 95, 150, 80]
}
df = pd.DataFrame(data)

# Create a bar chart of conversions by marketing channel
plt.figure(figsize=(8, 5))
plt.bar(df["Channel"], df["Conversions"], color="skyblue")
plt.title("Conversions by Marketing Channel")
plt.xlabel("Marketing Channel")
plt.ylabel("Number of Conversions")
plt.tight_layout()
plt.show()

Looking at the bar chart above, you can easily compare the number of conversions generated by each marketing channel. For instance, if Paid Search has the tallest bar, it means this channel delivered the highest conversions, while Organic Search generated the fewest. This kind of visualization helps you quickly identify which channels are performing best, allowing you to allocate resources more effectively or investigate why certain channels underperform.


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import seaborn as sns

# Sample data: daily clicks over a week
click_data = pd.DataFrame({
    "Day": ["Mon", "Tue", "Wed", "Thu", "Fri", "Sat", "Sun"],
    "Clicks": [230, 250, 245, 260, 300, 280, 270]
})

# Create a line plot for daily clicks
plt.figure(figsize=(8, 5))
sns.lineplot(data=click_data, x="Day", y="Clicks", marker="o")
plt.title("Daily Clicks Over a Week")
plt.xlabel("Day")
plt.ylabel("Number of Clicks")
plt.tight_layout()
plt.show()

1. Which type of chart is best for comparing values across categories?

2. What does a line plot typically show in marketing analytics?

3. Fill in the blank: To create a bar chart in matplotlib, use the ______ function.

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Suggested prompts:

Can you explain when to use a line chart versus a bar chart in marketing analytics?

What are some best practices for creating effective marketing data visualizations?

Can you suggest other types of charts that are useful for marketing data?

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