Hands-On Data Science for Marketing

Overall engagement rate

The first thing we are going to need to understand is the overall marketing response or engagement rate. We can use the following code to get the total number of customers who have responded:

df.groupby('Response').count()['Customer']

As you have seen from the data, the Response column contains information about whether a customer responded to the marketing call or not (Yes for those who have responded and No for those who have not). We are simply grouping by this column by using the groupby function in a pandas DataFrame and counting the number of customers in each category with the count function in the pandas package.

The result looks as in the following:

In order to visualize this in a plot, you can use the following ...