Hands-On Data Science for Marketing

Conversion rates by number of contacts

Lastly, we will look at how the conversion rates vary by the number of contacts. Typically, in marketing, a higher number of marketing contacts can result in marketing fatigue, wherein the conversion rates drop as you reach out to your customers more frequently. Let's see whether there is any marketing fatigue in our data. Take a look at the following code:

conversionsByNumContacts <- df %>%   group_by(Campaign=campaign) %>%   summarise(Count=n(), NumConversions=sum(conversion)) %>%  mutate(ConversionRate=NumConversions/Count*100.0)

From this code snippet, you can see that we are grouping by the campaign column (which has information about the number of contacts performed during the marketing campaign ...