Visualizing FB spend: image vs video creative

Objective: plot the comparison of total Facebook spend between image and video creatives for a small sample of DTC brands. The original piece without any visualization (e.g. tabulated data) can be found here but the main takeaway: Though it can be tempting to go all in on video assets, I intend to use this data as added inspiration to continue investing in and testing Images. Load modules import pandas as pd import numpy as np import matplotlib....

February 10, 2021 · Christopher Yee

10 Lessons Learned from 10 Years of Search Marketing

July 2020 marked the 10 year anniversary for my blog. If you asked me a decade ago what I would be blogging about now my answer would be SEO. I never would have guessed it would shift to data science and data visualization topics. To end this chaotic year on a high note I want to share the top 10 things I learned over the course of my career in search engine marketing....

December 31, 2020 · Christopher Yee

2020 US Elections: calculating win thresholds

The 2020 US presidential election is coming down to the wire and I thought it would be fun to share how I calculate the answer to the following question: What is the distribution of the remaining ballots that Biden/Trump needs to win the electoral college votes for a given state? If we join this data point with Biden vs Trump mail-in ballot rates, or any other information for that matter, then it returns a fairly decent estimate on how thin/wide the margins will be for the US presidential race....

November 6, 2020 · Christopher Yee

From deterministic to probabilistic SEM bid optimization

The goal of every search engine marketing (SEM) advertiser is to maximize their returns at the lowest possible cost. Campaign performance is primarily tuned by adjusting the maximum cost per click (CPC) bid for each ad. However, finding the “perfect” CPC bid can be a moving target since the auction is constantly in flux. The “sleeper” problem Imagine an extreme (but likely) scenario where ad spend is significantly over the allocated budget for the month....

October 1, 2020 · Christopher Yee

California Wildfires: cumulative acres burned over time

Wildfires are raging across California (again). Always knew I would end up in hell but I imagined it was more of a spontaneous combustion type of event rather than a gradual descent into the infernal #everythingisfine pic.twitter.com/gl6otozX6f — Christopher Yee (@Eeysirhc) September 8, 2020 What I noticed over the years of “doom watching” is how the news only report on tabulated data. They lacked any sort of visualization to underscore the impact of these fires....

September 16, 2020 · Christopher Yee

Firearm Sales: How are Americans coping with 2020?

The US has a peculiar relationship with guns where we frequently observe nontrivial spikes in firearm sales. These are triggered (pun intended) by various political, economic, and social events at the time. With 2020 being an especially chaotic year, I wanted to explore how that phenomenon is reflected in American gun purchases thus far. Load modules import pandas as pd import matplotlib.pyplot as plt import seaborn as sns Retrieve data I was unable to find confirmed and accurate gun purchase data that is free on the web....

September 14, 2020 · Christopher Yee

On Deep Work

Ask my wife anything about me and she’ll be the first to testify that I have more books than clothing (lol). One book that dramatically changed my life and highly recommend reading is “Deep Work” by Cal Newport. Stuck at home, bored of Netflix/Hulu/Disney+ and need a reprieve from the onslaught of #coronavirus news? Here are my top 20 favorite non-business books (out of 250+) I recommend to get your mind off things pic....

August 22, 2020 · Christopher Yee

Build a loan amortization schedule with Python

With mortgage rates at a historical low there are inklings the US housing market is heating up again. Buying a home is a huge decision and in a perfect world everyone weighs their options and makes a (relatively) rational choice. One approach is to lay out all the mortgage offers and compare how much more we’re paying over the life of the loan. In this article I want to achieve a few things:...

August 16, 2020 · Christopher Yee