Hands-On Data Science for Marketing

Conversions versus non-conversions

One other thing we can look at is the demographic differences between the converted clients and non-converted clients. This type of analysis can help us identify what differentiates converted groups from non-converted groups in our marketing campaigns and helps us understand our target clients better and what types of customers respond better to our marketing efforts. In this exercise, we will compare the distributions of the marital status among the conversions and non-conversions groups.

We will first count the number of conversions and non-conversions for each marital status. The following code shows how we can compute this using R functions:

conversionsByMaritalStatus <- conversionsDF %>%  group_by(Marital=marital, ...