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Where to focus a marketing campaign?

📖 Background

You are a data analyst at a crowdfunding site. For the next quarter, your company will be running a marketing campaign. The marketing manager wants to target those segments that have donated the most in the past year. She turned to you to help her with her upcoming meeting with the CEO.

💾 The data

You have access to the following information:

Historic crowdfunding donations
  • "category" - "Sports", "Fashion", "Technology", etc.
  • "device" - the type of device used.
  • "gender" - gender of the user.
  • "age range" - one of five age brackets.
  • "amount" - how much the user donated in Euros.
import pandas as pd
import plotly.express as px
df = pd.read_csv('./data/crowdfunding.csv')
df.head()
df.info()
df['category'].value_counts()
df['device'].value_counts()
import matplotlib.pyplot as plt
df['age'].value_counts()
import plotly.express as px
fig = px.sunburst(df, path=['device', 'age', 'category'], values='amount')
fig.update_traces(textinfo="label+percent root")
fig.show()