Marketing Attribution

Projects
#1

Hi all, I am completely new at this and wanted to throw this out into the community. Any feedback would be appreciated.

–1. How many campaigns and sources does CoolTShirts use?

WITH first_touch AS (
SELECT user_id,
MIN(timestamp) as first_touch_at
FROM page_visits
GROUP BY user_id)

SELECT ft.user_id,
ft.first_touch_at,
pv.utm_source,
pv.utm_campaign
FROM page_visits AS pv
JOIN first_touch AS ft
ON ft.user_id = pv.user_id
AND ft.first_touch_at = pv.timestamp
LIMIT 50;

WITH last_touch AS (
SELECT user_id,
MAX(timestamp) as last_touch_at
FROM page_visits
GROUP BY user_id)

SELECT lt.user_id,
lt.last_touch_at,
pv.utm_source,
pv.utm_campaign
FROM page_visits AS pv
JOIN last_touch AS lt
ON lt.user_id = pv.user_id
AND lt.last_touch_at = pv.timestamp
LIMIT 50;

SELECT DISTINCT utm_source AS sources
FROM page_visits;

SELECT DISTINCT utm_campaign AS campaign
FROM page_visits;

–2. What pages are on the CoolTShirt website?
SELECT DISTINCT page_name
FROM page_visits;

–3. How many first touches is each campaign responsible for?
WITH first_touch AS (
SELECT user_id,
MIN(timestamp) as first_touch_at
FROM page_visits
GROUP BY user_id),
ft_attr AS (
SELECT ft.user_id,
ft.first_touch_at,
pv.utm_source,
pv.utm_campaign
FROM first_touch AS ft
JOIN page_visits AS pv
ON ft.user_id = pv.user_id
AND ft.first_touch_at = pv.timestamp)

SELECT ft_attr.utm_source,
ft_attr.utm_campaign,
COUNT (*)
FROM ft_attr
GROUP BY 1, 2
ORDER BY 3 DESC;

–4. How many last touches is each campaign responsible for?
WITH last_touch AS (
SELECT user_id,
MAX(timestamp) AS last_touch_at
FROM page_visits
GROUP BY user_id),
lt_attr AS (
SELECT lt.user_id,
lt.last_touch_at,
pv.utm_source,
pv.utm_campaign
FROM last_touch AS lt
JOIN page_visits AS pv
ON lt.user_id = pv.user_id
AND lt.last_touch_at = pv.timestamp)

SELECT lt_attr.utm_source,
lt_attr.utm_campaign,
COUNT (*)
FROM lt_attr
GROUP BY 1, 2
ORDER BY 3 DESC;

–5. How many visitors make a purchase?
SELECT page_name, COUNT(*)
FROM page_visits
GROUP BY 1;

–6. How many last touches on the purchase page is each campaign responsible for?
WITH last_touch AS (
SELECT user_id,
MAX(timestamp) as last_touch_at
FROM page_visits
WHERE page_name = ‘4 - purchase’
GROUP BY user_id)

SELECT lt.user_id,
lt.last_touch_at,
pv.utm_source,
pv.utm_campaign, COUNT(*)
FROM page_visits AS pv
JOIN last_touch AS lt
ON lt.user_id = pv.user_id
AND lt.last_touch_at = pv.timestamp
GROUP BY 4;

SELECT (2+9+7+52+113+54+9+115);

SELECT (361./2000.);
SELECT (1431./2000.);

1 Like
#2

Hey, looks pretty good, just want to let you know you can leave comments in the code
not only using – but also
/*
like this
*/ for multi-line commenting! Might be useful to put your answers into the text as well, to help properly gauge your queries’ functionality :slight_smile:

#3

For example; here is my comment-infested version

select 1 as question;
/How many campaigns and sources does CoolTShirts use?
Which source is used for each campaign?/

select * from page_visits limit 20;
select count(distinct utm_campaign),
count(distinct utm_source)
from page_visits;
select utm_campaign, utm_source
from page_visits
group by 1;
– eight campaigns feuled by six sources
– interwoven relationships, except for
– newsletter( and retargeting?), which
– which is(/are) primarily sourced by email
– also, paid search is likely google only

select 2 as question;
/What pages are on the CoolTShirts website?/

select count(distinct page_name) from page_visits;
– four pages on the website

select 3 as question;
/How many first touches is each campaign responsible for?/

WITH first_touch AS (
SELECT user_id,
MIN(timestamp) as first_touch_at
FROM page_visits
GROUP BY user_id )
SELECT pv.utm_campaign,
count(ft.first_touch_at) as first_touch_count
FROM first_touch ft
JOIN page_visits pv
ON ft.user_id = pv.user_id
AND ft.first_touch_at = pv.timestamp
group by 1
order by 2 desc;
– campaign and corresp. # of first touches;
–__________________________________________.
–cool-tshirts-search | 169 |
–getting-to-know-cool-tshirts | 612 |
–interview-with-cool-tshirts-founder | 622 |
–ten-crazy-cool-tshirts-facts | 576 |

select 4 as question;
/* How many last touches is each campaign responsible for? */

with last_touch as(
select user_id,
max(timestamp) as last_touch_at
from page_visits
group by user_id )
select pv.utm_campaign,
count(lt.last_touch_at) as last_touch_count
from last_touch lt
join page_visits pv
on lt.user_id = pv.user_id
and lt.last_touch_at = pv.timestamp
group by 1
order by 2 desc;
–____________________________________________.
–| cool-tshirts-search | 60 |
–| getting-to-know-cool-tshirts | 232 |
–| interview-with-cool-tshirts-founder | 184 |
–| paid-search | 178 |
–| retargetting-ad | 443 |
–| retargetting-campaign | 245 |
–| ten-crazy-cool-tshirts-facts | 190 |
–| weekly-newsletter | 447 |

select 5 as question;
/How many visitors make a purchase?/

select count(distinct user_id)
from page_visits
where page_name like ‘4%’;
– 361 distinct user_id’s who’ve visited the
– purchase webpage

select 6 as question;
/How many last touches on the purchase page is
each campaign responsible for?/

with last_touch as(
select user_id,
max(timestamp) as last_touch_at
from page_visits
group by user_id )
select pv.utm_campaign,
count(lt.last_touch_at) as last_touch_on_purchase_page_count
from last_touch lt
join page_visits pv
on lt.user_id = pv.user_id
and lt.last_touch_at = pv.timestamp
where page_name like ‘4%’
group by 1
order by 2 desc;
–____________________________________________.
–| cool-tshirts-search | 2 |
–| getting-to-know-cool-tshirts | 9 |
–| interview-with-cool-tshirts-founder | 7 |
–| paid-search | 52 |
–| retargetting-ad | 112 |
–| retargetting-campaign | 53 |
–| ten-crazy-cool-tshirts-facts | 9 |
–| weekly-newsletter | 114 |

select 7 as question;
/* CoolTShirts can re-invest in 5 campaigns. Given your findings in the project, which should they pick and why? */

– the following queries create tables showing percentage
– of distinct user UTM timestamps leaving each page,
– respectively, both by campaign and by source
with last_touch as(
select user_id,
max(timestamp) as last_touch_at
from page_visits
group by user_id ),
last_touch_percentage as (
select pv.utm_campaign as campaign,
count(lt.last_touch_at) as total_last_touch,
count(case when page_name like ‘1%’ then 1
else null end) as page1,
count(case
when page_name like ‘2%’ then 1
else null end) as page2,
count(case
when page_name like ‘3%’ then 1
else null end) as page3,
count(case
when page_name like ‘4%’ then 1
else null end) as page4
from last_touch lt
join page_visits pv
on lt.user_id = pv.user_id
and lt.last_touch_at = pv.timestamp
group by 1
order by 2 desc)
select
campaign,
round(100.0page1 / total_last_touch,3) as ‘% users left on page 1’,
round(100.0page2 / total_last_touch,3) as ‘— 2’,
round(100.0page3 / total_last_touch,3) as ‘— 3’,
round(100.0page4 / total_last_touch,3) as ‘— 4’
from last_touch_percentage;
–%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
with last_touch as(
select user_id,
max(timestamp) as last_touch_at
from page_visits
group by user_id ),
last_touch_percentage as (
select pv.utm_source as source,
count(lt.last_touch_at) as total_last_touch,
count(case when page_name like ‘1%’ then 1
else null end) as page1,
count(case
when page_name like ‘2%’ then 1
else null end) as page2,
count(case
when page_name like ‘3%’ then 1
else null end) as page3,
count(case
when page_name like ‘4%’ then 1
else null end) as page4
from last_touch lt
join page_visits pv
on lt.user_id = pv.user_id
and lt.last_touch_at = pv.timestamp
group by 1
order by 2 desc)
select
source,
round(100.0page1 / total_last_touch,3) as ‘% users left on page 1’,
round(100.0page2 / total_last_touch,3) as ‘— 2’,
round(100.0page3 / total_last_touch,3) as ‘— 3’,
round(100.0page4 / total_last_touch,3) as ‘— 4’
from last_touch_percentage;

– THE TOP THREE AD CAMPAIGNS BY PERCENTAGE OF
– USERS WITH LAST TIMESTAMP ON PURCHASE PAGE:
– * weekly newletter
– * retargetting ad
– * retargetting campaign

– THE FOLLOWING QUERY SHOWS SOURCING OF EACH CAMPAIGN:
with campbysource as (
select utm_campaign,
round(sum(case when utm_source like ‘buzzfeed’
then 1 else 0 end), 3) as ‘buzzfeed’,
round(sum(case when utm_source like ‘facebook’
then 1 else 0 end) , 3) as ‘facebook’,
round(sum(case when utm_source like ‘email’
then 1 else 0 end) , 3) as ‘email’,
round(sum(case when utm_source like ‘google’
then 1 else 0 end) , 3) as ‘google’,
round(sum(case when utm_source like ‘medium’
then 1 else 0 end) , 3) as ‘medium’,
round(sum(case when utm_source like ‘nytimes’
then 1 else 0 end), 3) as ‘nytimes’
from page_visits
group by 1)
select * from campbysource limit 100;

– SINCE email and facebook are the sole sources to the top three
– campaigns, which account for ~75% of user purchases, they should
– be the focal points of future investments;

2 Likes
#4

definitely like the comments!

#5

Your work really helps! Thanks so much for this post!

I wanted to also add that I had a longer way of doing #6, and this one worked for me but not what you had for some reason. Is there a good practice (method of thinking) for shortening queries?

with last_touch as
(select user_id,
max(timestamp) as last_touch_at
from page_visits
group by user_id),
lt_attr AS (
SELECT lt.user_id,
lt.last_touch_at,
pv.utm_source,
pv.utm_campaign,
pv.page_name
FROM last_touch as lt
JOIN page_visits as pv
ON lt.user_id = pv.user_id
AND lt.last_touch_at = pv.timestamp)
select lt_attr.utm_source,
lt_attr.utm_campaign,
count(*)
from lt_attr
where page_name like ‘4%’
group by 2
order by 3 desc;