淘宝用户行为分析及可视化
分析背景
对淘宝2014年11月18至12月18日用户行为进行分析,该数据集包含了1200+万行,数据字段详解:
user_id: 用户ID item_id: 商品ID behavior_type: 用户操作行为。1-点击,2-收藏,3-加入购物车,4-支付 user_geohash: 用户地理位置(经过脱敏处理) item_category: 品类ID,商品所属种类 time: 操作时间 数据来源:https://tianchi.aliyun.com/dataset/dataDetail?dataId=46
旨在针对电商用户行为进行分析
明确问题
了解淘宝的日浏览量和日独立用户数 淘宝用户的消费及复购行为 淘宝平台各种用户行为之间的转化率 留存率分析 利用二八理论分析淘宝主要商品的价值 建立RFM模型对用户进行分类
import pandas as pd
import numpy as np
import matplotlib. pyplot as plt
from pyecharts. charts import Bar, Funnel
from pyecharts import options as opts
plt. style. use( 'ggplot' )
plt. rcParams[ 'font.sans-serif' ] = [ 'SimHei' ]
plt. rcParams[ 'axes.unicode_minus' ] = False
读取和理解数据
data = pd. read_csv( 'tianchi_mobile_recommend_train_user.csv' , dtype= str , encoding= 'utf-8' )
data. info( )
<class 'pandas.core.frame.DataFrame'>
RangeIndex: 12256906 entries, 0 to 12256905
Data columns (total 6 columns):
# Column Dtype
--- ------ -----
0 user_id object
1 item_id object
2 behavior_type object
3 user_geohash object
4 item_category object
5 time object
dtypes: object(6)
memory usage: 561.1+ MB
data. head( )
user_id item_id behavior_type user_geohash item_category time 0 98047837 232431562 1 NaN 4245 2014-12-06 02 1 97726136 383583590 1 NaN 5894 2014-12-09 20 2 98607707 64749712 1 NaN 2883 2014-12-18 11 3 98662432 320593836 1 96nn52n 6562 2014-12-06 10 4 98145908 290208520 1 NaN 13926 2014-12-16 21
数据预处理
data. apply ( lambda x: sum ( x. isnull( ) ) )
user_id 0
item_id 0
behavior_type 0
user_geohash 8334824
item_category 0
time 0
dtype: int64
data. apply ( lambda x: sum ( x. isnull( ) ) / len ( x) )
user_id 0.00000
item_id 0.00000
behavior_type 0.00000
user_geohash 0.68001
item_category 0.00000
time 0.00000
dtype: float64
data[ 'date' ] = data[ 'time' ] . str [ : - 3 ]
data[ 'hour' ] = data[ 'time' ] . str [ - 2 : ] . astype( int )
data[ 'date' ] = pd. to_datetime( data[ 'date' ] )
data[ 'time' ] = pd. to_datetime( data[ 'time' ] )
data. head( )
user_id item_id behavior_type user_geohash item_category time date hour 0 98047837 232431562 1 NaN 4245 2014-12-06 02:00:00 2014-12-06 2 1 97726136 383583590 1 NaN 5894 2014-12-09 20:00:00 2014-12-09 20 2 98607707 64749712 1 NaN 2883 2014-12-18 11:00:00 2014-12-18 11 3 98662432 320593836 1 96nn52n 6562 2014-12-06 10:00:00 2014-12-06 10 4 98145908 290208520 1 NaN 13926 2014-12-16 21:00:00 2014-12-16 21
data. dtypes
user_id object
item_id object
behavior_type object
user_geohash object
item_category object
time datetime64[ns]
date datetime64[ns]
hour int32
dtype: object
data. sort_values( by= 'time' , ascending= True , inplace= True )
data. reset_index( drop= True , inplace= True )
data. head( )
user_id item_id behavior_type user_geohash item_category time date hour 0 73462715 378485233 1 NaN 9130 2014-11-18 2014-11-18 0 1 36090137 236748115 1 NaN 10523 2014-11-18 2014-11-18 0 2 40459733 155218177 1 NaN 8561 2014-11-18 2014-11-18 0 3 814199 149808524 1 NaN 9053 2014-11-18 2014-11-18 0 4 113309982 5730861 1 NaN 3783 2014-11-18 2014-11-18 0
data. describe( include= [ 'object' ] )
user_id item_id behavior_type user_geohash item_category count 12256906 12256906 12256906 3922082 12256906 unique 10000 2876947 4 575458 8916 top 36233277 112921337 1 94ek6ke 1863 freq 31030 1445 11550581 1052 393247
数据分析与可视化
用户行为分析
日PV和日UV
pv_daily = data. groupby( 'date' ) . count( ) [ [ 'user_id' ] ] . rename( columns= { 'user_id' : 'pv' } )
pv_daily. head( )
pv date 2014-11-18 366701 2014-11-19 358823 2014-11-20 353429 2014-11-21 333104 2014-11-22 361355
uv_daily = data. groupby( 'date' ) [ [ 'user_id' ] ] . apply ( lambda x: x. drop_duplicates( ) . count( ) ) . rename( columns= { 'user_id' : 'uv' } )
uv_daily. head( )
uv date 2014-11-18 6343 2014-11-19 6420 2014-11-20 6333 2014-11-21 6276 2014-11-22 6187
pv_uv_daily = pd. concat( [ pv_daily, uv_daily] , axis= 1 )
pv_uv_daily. head( )
pv uv date 2014-11-18 366701 6343 2014-11-19 358823 6420 2014-11-20 353429 6333 2014-11-21 333104 6276 2014-11-22 361355 6187
PV与UV相关性
pv_uv_daily. corr( method= 'pearson' )
pv uv pv 1.000000 0.920602 uv 0.920602 1.000000
可视化
plt. figure( figsize= ( 9 , 9 ) , dpi= 70 )
plt. subplot( 211 )
plt. plot( pv_daily, color= 'red' )
plt. title( '每日访问量' , pad= 10 )
plt. xticks( rotation= 45 )
plt. grid( b= False )
plt. subplot( 212 )
plt. plot( uv_daily, color= 'green' )
plt. title( '每日访问用户数' , pad= 10 )
plt. xticks( rotation= 45 )
plt. suptitle( 'PV和UV变化趋势' , fontsize= 20 )
plt. subplots_adjust( hspace= 0.5 )
plt. grid( b= False )
plt. show( )
时PV和时UV
pv_hour = data. groupby( 'hour' ) . count( ) [ [ 'user_id' ] ] . rename( columns= { 'user_id' : 'pv' } )
uv_hour = data. groupby( 'hour' ) [ [ 'user_id' ] ] . apply ( lambda x: x. drop_duplicates( ) . count( ) ) . rename( columns= { 'user_id' : 'uv' } )
pv_uv_hour = pd. concat( [ pv_hour, uv_hour] , axis= 1 )
pv_uv_hour. head( )
pv uv hour 0 517404 5786 1 267682 3780 2 147090 2532 3 98516 1937 4 80487 1765
相关性
pv_uv_hour. corr( method= 'spearman' )
pv uv pv 1.000000 0.903478 uv 0.903478 1.000000
可视化
fig = plt. figure( figsize= ( 9 , 7 ) , dpi= 70 )
fig. suptitle( 'PV和UV变化趋势' , y= 0.93 , fontsize= 18 )
ax1 = fig. add_subplot( 111 )
ax1. plot( pv_hour, color= 'blue' , label= '每小时访问量' )
ax1. set_xticks( list ( np. arange( 0 , 24 ) ) )
ax1. legend( loc= 'upper center' , fontsize= 12 )
ax1. set_ylabel( '访问量' )
ax1. set_xlabel( '小时' )
ax1. grid( False )
ax2 = ax1. twinx( )
ax2. plot( uv_hour, color= 'red' , label= '每小时访问用户数' )
ax2. legend( loc= 'upper left' , fontsize= 12 )
ax2. set_ylabel( '访问用户数' )
ax2. grid( False )
fig. show( )
D:\ProgramData\Anaconda3\lib\site-packages\ipykernel_launcher.py:15: UserWarning: Matplotlib is currently using module://ipykernel.pylab.backend_inline, which is a non-GUI backend, so cannot show the figure.
from ipykernel import kernelapp as app
不同行为类型用户PV分析
diff_behavior_pv = data. pivot_table( columns= 'behavior_type' , index= 'date' , values= 'user_id' , aggfunc= 'count' ) . rename( columns= { '1' : 'click' , '2' : 'collect' , '3' : 'addToCart' , '4' : 'pay' } ) . reset_index( )
diff_behavior_pv. describe( )
behavior_type click collect addToCart pay count 31.000000 31.000000 31.000000 31.000000 mean 372599.387097 7824.387097 11082.709677 3877.580645 std 56714.877753 805.827222 2773.952718 2121.877671 min 314572.000000 6484.000000 8679.000000 3021.000000 25% 344991.000000 7285.500000 10058.500000 3333.000000 50% 364097.000000 7702.000000 10256.000000 3483.000000 75% 378031.500000 8279.500000 11277.500000 3678.000000 max 641507.000000 10446.000000 24508.000000 15251.000000
diff_behavior_pv. head( )
behavior_type date click collect addToCart pay 0 2014-11-18 345855 6904 10212 3730 1 2014-11-19 337870 7152 10115 3686 2 2014-11-20 332792 7167 10008 3462 3 2014-11-21 314572 6832 8679 3021 4 2014-11-22 340563 7252 9970 3570
bar_width= 0.2
xticklabels = [ '7-%d' % i for i in list ( np. arange( 18 , 31 ) ) ] + [ '8-%d' % i for i in list ( np. arange( 1 , 24 ) ) ]
plt. figure( figsize= ( 20 , 9 ) )
plt. bar( diff_behavior_pv. index- 2 * bar_width, diff_behavior_pv. click, width= bar_width, label= 'click' )
plt. bar( diff_behavior_pv. index- bar_width, diff_behavior_pv. collect, bottom= 0 , width= bar_width, color= '' , alpha= 0.5 , label= 'collect' )
plt. bar( diff_behavior_pv. index, diff_behavior_pv. addToCart, bottom= 0 , width= bar_width, color= 'black' , label= 'toCart' )
plt. bar( diff_behavior_pv. index+ bar_width, diff_behavior_pv. pay, bottom= 0 , width= bar_width, color= 'blue' , label= 'pay' )
plt. yscale( 'log' )
plt. yticks( fontsize= 20 )
plt. xticks( ticks= list ( np. arange( 0 , 37 , 3 ) ) , labels= xticklabels[ : : 3 ] , rotation= 45 , fontsize= 20 )
plt. xlabel( '日期' , fontsize= 22 )
plt. ylabel( '浏览量' , fontsize= 22 )
plt. title( '每天不同行为类型用户PV情况' , fontsize= 36 )
plt. legend( loc= 'best' , fontsize= 18 )
plt. grid( False )
plt. savefig( '每天不同行为类型用户PV情况.png' , quality= 95 , dpi= 70 )
plt. show( )
结论:
操作行为分析
操作行为情况
pv_detatil = data. pivot_table( columns= 'behavior_type' , index= 'hour' , values= 'user_id' , aggfunc= np. size)
pv_detatil. rename( columns= { '1' : 'click' , '2' : 'collect' , '3' : 'addToCart' , '4' : 'pay' } , inplace= True )
pv_detatil. head( )
behavior_type click collect addToCart pay hour 0 487341 11062 14156 4845 1 252991 6276 6712 1703 2 139139 3311 3834 806 3 93250 2282 2480 504 4 75832 2010 2248 397
操作行为可视化
for i in pv_detatil. columns. tolist( ) [ 1 : ] :
plt. plot( pv_detatil[ i] , label= i)
plt. legend( loc= 'best' , fontsize= 12 )
plt. title( '访问行为情况' , fontsize= 18 )
plt. xticks( list ( np. arange( 0 , 24 ) ) )
plt. xlabel( '小时' )
plt. ylabel( '数量' )
plt. grid( )
plt. show( )
data_user_buy = data[ data. behavior_type == '4' ] . groupby( 'user_id' ) . size( )
data_user_buy. head( )
user_id
100001878 36
100011562 3
100012968 15
100014060 24
100024529 26
dtype: int64
click_times = data[ data. behavior_type == '1' ] . groupby( 'user_id' ) . size( )
collect_times = data[ data. behavior_type == '2' ] . groupby( 'user_id' ) . size( )
addToCart_times = data[ data. behavior_type == '3' ] . groupby( 'user_id' ) . size( )
pay_times = data[ data. behavior_type == '4' ] . groupby( 'user_id' ) . size( )
user_behavior = pd. concat( [ click_times, collect_times, addToCart_times, pay_times] , axis= 1 )
user_behavior. columns= [ 'click' , 'collect' , 'addToCart' , 'pay' ]
user_behavior. fillna( 0 , inplace= True )
user_behavior[ 'pay_per_click' ] = round ( user_behavior[ 'click' ] / user_behavior[ 'pay' ] , 1 )
user_behavior. head( )
click collect addToCart pay pay_per_click 100001878 2532 0.0 200.0 36.0 70.3 100011562 423 2.0 9.0 3.0 141.0 100012968 367 0.0 6.0 15.0 24.5 100014060 979 2.0 50.0 24.0 40.8 100024529 1121 1.0 81.0 26.0 43.1
user_behavior. describe( )
click collect addToCart pay pay_per_click count 10000.000000 10000.000000 10000.000000 10000.000000 10000.000 mean 1155.058100 24.255600 34.356400 12.020500 inf std 1430.052774 73.900635 63.889429 19.050621 NaN min 1.000000 0.000000 0.000000 0.000000 2.000 25% 297.000000 0.000000 2.000000 2.000000 51.200 50% 703.000000 2.000000 12.000000 7.000000 101.800 75% 1461.000000 18.000000 39.000000 15.000000 247.125 max 27720.000000 2935.000000 1810.000000 809.000000 inf
plt. hist( user_behavior[ ( user_behavior. pay_per_click < 800 ) & ( user_behavior. pay_per_click >= 0 ) ] . pay_per_click, bins= 30 )
plt. show( )
user_behavior. corr( method= 'spearman' ) . iloc[ 3 : 4 , : 3 ]
click collect addToCart pay 0.624926 0.347776 0.659073
用户消费行为分析
日ARPU和日ARPPU
active_user_daily = data. groupby( 'date' ) [ [ 'user_id' ] ] . apply ( lambda x: x. drop_duplicates( ) . count( ) )
active_user_daily. head( )
user_id date 2014-11-18 6343 2014-11-19 6420 2014-11-20 6333 2014-11-21 6276 2014-11-22 6187
pay_user_daily = data[ data. behavior_type == '4' ] . groupby( 'date' ) [ [ 'user_id' ] ] . apply ( lambda x: x. drop_duplicates( ) . count( ) )
pay_user_daily. head( )
user_id date 2014-11-18 1539 2014-11-19 1511 2014-11-20 1492 2014-11-21 1330 2014-11-22 1411
consume_daily = pd. concat( [ active_user_daily, pay_user_daily] , axis= 1 )
consume_daily. columns= [ 'activeUserDaily' , 'payUserDaily' ]
consume_daily[ 'totalIncome' ] = 500
consume_daily[ 'ARPU' ] = round ( consume_daily[ 'totalIncome' ] * consume_daily[ 'payUserDaily' ] / consume_daily[ 'activeUserDaily' ] , 3 )
consume_daily[ 'ARPPU' ] = round ( consume_daily[ 'totalIncome' ] * consume_daily[ 'payUserDaily' ] / consume_daily[ 'payUserDaily' ] )
consume_daily. head( )
activeUserDaily payUserDaily totalIncome ARPU ARPPU date 2014-11-18 6343 1539 500 121.315 500.0 2014-11-19 6420 1511 500 117.679 500.0 2014-11-20 6333 1492 500 117.796 500.0 2014-11-21 6276 1330 500 105.959 500.0 2014-11-22 6187 1411 500 114.029 500.0
fig= plt. figure( figsize= ( 12 , 8 ) , dpi= 100 )
fig. suptitle( '日用户消费行为' , fontsize= 20 )
ax1 = fig. add_subplot( 111 )
ax1. plot( consume_daily[ 'ARPU' ] , 'ro-' , label= '日ARPU' )
ax1. grid( )
ax1. set_yticklabels( labels= list ( np. arange( 100 , 300 , 20 ) ) , fontsize= 14 )
ax1. set_ylabel( 'ARPU' , fontsize= 16 )
ax1. legend( fontsize= 14 )
ax1. set_xlabel( '日期' , fontsize= 16 )
ax2 = ax1. twinx( )
ax2. plot( consume_daily[ 'ARPPU' ] , 'b-' , label= '日ARPPU' )
ax2. legend( loc= 'upper left' , fontsize= 14 )
ax2. set_yticklabels( labels= list ( np. arange( 470 , 600 , 10 ) ) , fontsize= 14 )
ax2. set_ylabel( 'ARPPU' , fontsize= 16 )
fig. savefig( '用户日消费行为.png' , dpi= 70 , quality= 95 )
fig. show( )
D:\ProgramData\Anaconda3\lib\site-packages\ipykernel_launcher.py:16: UserWarning: Matplotlib is currently using module://ipykernel.pylab.backend_inline, which is a non-GUI backend, so cannot show the figure.
app.launch_new_instance()
用户购买次数情况分析
data[ 'operation' ] = 1
customer_operation = data. groupby( [ 'date' , 'user_id' , 'behavior_type' ] ) [ [ 'operation' ] ] . count( )
customer_operation. reset_index( level= [ 'date' , 'user_id' , 'behavior_type' ] , inplace= True )
customer_operation. head( )
date user_id behavior_type operation 0 2014-11-18 100001878 1 127 1 2014-11-18 100001878 3 8 2 2014-11-18 100001878 4 1 3 2014-11-18 100014060 1 23 4 2014-11-18 100014060 3 2
customer_operation[ customer_operation. behavior_type == '4' ] [ 'operation' ] . describe( )
count 49201.000000
mean 2.443141
std 3.307288
min 1.000000
25% 1.000000
50% 1.000000
75% 3.000000
max 185.000000
Name: operation, dtype: float64
customer_operation[ ( customer_operation. behavior_type == '4' ) & ( customer_operation. operation > 50 ) ] . count( ) [ 'user_id' ]
18
plt. hist( customer_operation[ ( customer_operation. behavior_type == '4' ) & ( customer_operation. operation < 50 ) ] . operation, bins= 10 )
plt. show( )
每天平均消费次数
customer_operation. groupby( 'date' ) . apply ( lambda x: x[ x. behavior_type == '4' ] . operation. sum ( ) / len ( x. user_id. unique( ) ) ) . plot( )
<matplotlib.axes._subplots.AxesSubplot at 0x9e8b888>
付费率
customer_operation. groupby( 'date' ) . apply ( lambda x: x[ x. behavior_type == '4' ] . operation. count( ) / len ( x. user_id. unique( ) ) ) . plot( )
<matplotlib.axes._subplots.AxesSubplot at 0x9e77f48>
同一时间段用户消费次数分布
customer_hour_operation = data[ data. behavior_type == '4' ] . groupby( [ 'user_id' , 'date' , 'hour' , ] ) [ [ 'operation' ] ] . sum ( )
customer_hour_operation. reset_index( level= [ 'user_id' , 'date' , 'hour' ] , inplace= True )
customer_hour_operation. head( )
user_id date hour operation 0 100001878 2014-11-18 20 1 1 100001878 2014-11-24 20 3 2 100001878 2014-11-25 13 2 3 100001878 2014-11-26 16 2 4 100001878 2014-11-26 21 1
customer_hour_operation. operation. max ( )
97
plt. scatter( customer_hour_operation. hour, customer_hour_operation. operation)
plt. xlabel( 'hour' , fontsize= 14 )
plt. ylabel( 'buy times' , fontsize= 14 )
plt. show( )
复购行为分析
月复购率
按笔数(同一天超过一次) 按周期(同一天购买多次算一次)
data_rebuy = data[ data. behavior_type == '4' ] . groupby( 'user_id' ) [ 'date' ] . apply ( lambda x: len ( x. unique( ) ) )
data_rebuy[ : 5 ]
user_id
100001878 15
100011562 3
100012968 11
100014060 12
100024529 9
Name: date, dtype: int64
data_rebuy[ data_rebuy >= 2 ] . count( ) / data_rebuy. count( )
0.8717083051991897
data_day_buy = data[ data. behavior_type == '4' ] . groupby( [ 'user_id' ] ) . date. apply ( lambda x: x. sort_values( ) ) . diff( 1 ) . dropna( ) . map ( lambda x: x. days)
data_day_buy. head( )
user_id
100001878 2439076 6
2439090 0
2440428 0
2660355 1
2672617 0
Name: date, dtype: int64
留存率
from datetime import datetime
day_user = { }
for dt in set ( data. date. dt. strftime( '%Y%m%d' ) . values. tolist( ) ) :
user = list ( set ( data[ data. date == datetime( int ( dt[ : 4 ] ) , int ( dt[ 4 : 6 ] ) , int ( dt[ 6 : ] ) ) ] [ 'user_id' ] . values. tolist( ) ) )
day_user. update( { dt: user} )
day_user = sorted ( day_user. items( ) , key= lambda x: x[ 0 ] , reverse= False )
a = { }
t = set ( day_user[ 0 ] [ 1 ] )
a. update( { '20141118' : t} )
for i in day_user[ 1 : ] :
j = ( set ( i[ 1 ] ) - t)
a. update( { i[ 0 ] : j} )
t = t | set ( i[ 1 ] )
a = sorted ( a. items( ) , key= lambda x: x[ 0 ] , reverse= False )
retention = { }
ls = [ ]
for i, k in enumerate ( a) :
ls. append( len ( k[ 1 ] ) )
for j in day_user[ i+ 1 : ] :
li = len ( set ( k[ 1 ] ) & set ( j[ 1 ] ) )
ls. append( li)
retention. update( { k[ 0 ] : ls} )
ls = [ ]
retention = sorted ( retention. items( ) , key= lambda x: x[ 0 ] , reverse= False )
re = { }
for i in retention[ : 16 ] :
re. update( { i[ 0 ] : i[ 1 ] [ : 15 ] } )
retention = pd. DataFrame( re)
retention = retention. T
retention. drop( [ 8 , 9 , 11 , 12 , 13 ] , axis= 1 , inplace= True )
retention. columns = [ '新增用户' , '次日留存' , '2日留存' , '3日留存' , '4日留存' , '5日留存' , '6日留存' , '7日留存' , '10日留存' , '14日留存' ]
div = retention. columns. tolist( ) [ : - 1 ]
for i, dived in enumerate ( retention. columns. tolist( ) [ 1 : ] ) :
retention[ '{}率' . format ( dived) ] = round ( retention[ dived] / retention[ '新增用户' ] , 3 )
cols= [ '新增用户' , '次日留存' , '次日留存率' , '2日留存' , '2日留存率' , '3日留存' , '3日留存率' , '4日留存' , '4日留存率' , '5日留存' , '5日留存率' , '6日留存' , '6日留存率' , '7日留存' , '7日留存率' , '10日留存' , '10日留存率' , '14日留存' , '14日留存率' ]
retention = retention[ cols]
retention. sort_index( inplace= True )
retention. head( )
新增用户 次日留存 次日留存率 2日留存 2日留存率 3日留存 3日留存率 4日留存 4日留存率 5日留存 5日留存率 6日留存 6日留存率 7日留存 7日留存率 10日留存 10日留存率 14日留存 14日留存率 20141118 6343 5137 0.810 5000 0.788 4861 0.766 4763 0.751 4810 0.758 4916 0.775 4792 0.755 4627 0.729 4806 0.758 20141119 1283 783 0.610 770 0.600 736 0.574 769 0.599 777 0.606 758 0.591 746 0.581 709 0.553 757 0.590 20141120 550 305 0.555 274 0.498 298 0.542 295 0.536 286 0.520 299 0.544 306 0.556 310 0.564 290 0.527 20141121 340 164 0.482 176 0.518 178 0.524 158 0.465 172 0.506 174 0.512 160 0.471 182 0.535 170 0.500 20141122 250 122 0.488 110 0.440 95 0.380 93 0.372 105 0.420 105 0.420 106 0.424 113 0.452 123 0.492
retention. index. str [ - 4 : ]
Index(['1118', '1119', '1120', '1121', '1122', '1123', '1124', '1125', '1126',
'1127', '1128', '1129', '1130', '1201', '1202', '1203'],
dtype='object')
plt. figure( figsize= ( 16 , 9 ) , dpi= 90 )
x = [ i[ : 2 ] + '-' + i[ 2 : ] for i in retention. index. str [ - 4 : ] . tolist( ) ]
y1 = retention[ '次日留存率' ]
y2 = retention[ '3日留存率' ]
y3 = retention[ '7日留存率' ]
y4 = retention[ '10日留存率' ]
y5 = retention[ '14日留存率' ]
plt. plot( x, y1, 'ro-' , label= '次日留存率' )
plt. plot( x, y2, 'bo-' , label= '3日留存率' )
plt. plot( x, y3, 'yo--' , label= '5日留存率' )
plt. plot( x, y4, 'gd-' , label= '7日留存率' )
plt. plot( x, y1, 'rd-' , label= '10日留存率' )
plt. plot( x, y5, 'cd--' , label= '14日留存率' )
plt. legend( loc= 'best' )
plt. title( '14天内用户留存率情况' , fontsize= 30 )
plt. xlabel( '日期' , fontsize= 20 )
plt. ylabel( '留存率' , fontsize= 20 )
plt. show( )
漏斗流失分析
data_user_count = data. groupby( 'behavior_type' ) . size( )
data_user_count
behavior_type
1 11550581
2 242556
3 343564
4 120205
dtype: int64
pv_all = data. user_id. count( )
pv_all
12256906
pv_click = ( pv_all - data_user_count[ 0 ] ) / pv_all
click_cart = 1 - ( data_user_count[ 0 ] - data_user_count[ 2 ] ) / data_user_count[ 0 ]
cart_collect = 1 - ( data_user_count[ 2 ] - data_user_count[ 1 ] ) / data_user_count[ 2 ]
collect_pay = 1 - ( data_user_count[ 1 ] - data_user_count[ 3 ] ) / data_user_count[ 1 ]
cart_pay = 1 - ( data_user_count[ 2 ] - data_user_count[ 3 ] ) / data_user_count[ 2 ]
change_rate = pd. DataFrame( { '计数' : [ pv_all, data_user_count[ 0 ] , data_user_count[ 2 ] , data_user_count[ 3 ] ] , \
'单一转化率' : [ 1 , pv_click, click_cart, cart_pay] } , index= [ '浏览' , '点击' , '加入购物车' , '支付' ] )
change_rate[ '总体转化率' ] = change_rate[ '计数' ] / pv_all
change_rate
计数 单一转化率 总体转化率 浏览 12256906 1.000000 1.000000 点击 11550581 0.057627 0.942373 加入购物车 343564 0.029744 0.028030 支付 120205 0.349877 0.009807
二八理论分析淘宝商品
goods_category = data[ data. behavior_type == '4' ] . groupby( 'item_category' ) [ [ 'user_id' ] ] . count( ) . rename( columns= { 'user_id' : '购买量' } ) . sort_values( by= '购买量' , ascending= False )
goods_category[ '累计购买量' ] = goods_category. cumsum( )
goods_category[ '占比' ] = goods_category[ '累计购买量' ] / goods_category[ '购买量' ] . sum ( )
goods_category[ '分类' ] = np. where( goods_category[ '占比' ] <= 0.80 , '产值前80%' , '产值后20%' )
goods_pareto = goods_category. groupby( '分类' ) [ [ '购买量' ] ] . count( ) . rename( columns= { '购买量' : '商品数' } )
goods_pareto[ '商品数占比' ] = round ( goods_pareto[ '商品数' ] / goods_pareto[ '商品数' ] . sum ( ) , 3 )
goods_pareto
商品数 商品数占比 分类 产值前80% 726 0.156 产值后20% 3939 0.844
用户细分(RFM)
计算R
from datetime import datetime
recent_user_buy = data[ data. behavior_type == '4' ] . groupby( 'user_id' ) [ 'date' ] . apply ( lambda x: datetime( 2014 , 12 , 20 ) - x. sort_values( ) . iloc[ - 1 ] )
recent_user_buy = recent_user_buy. reset_index( )
recent_user_buy. columns = [ 'user_id' , 'recent' ]
recent_user_buy. recent = recent_user_buy. recent. map ( lambda x: x. days)
recent_user_buy. head( )
user_id recent 0 100001878 2 1 100011562 4 2 100012968 2 3 100014060 2 4 100024529 4
计算F
buy_freq = data[ data. behavior_type == '4' ] . groupby( 'user_id' ) . date. count( )
buy_freq = buy_freq. reset_index( ) . rename( columns= { 'date' : 'freq' } )
buy_freq. head( )
user_id freq 0 100001878 36 1 100011562 3 2 100012968 15 3 100014060 24 4 100024529 26
rfm = pd. merge( recent_user_buy, buy_freq, right_on= 'user_id' , left_on= 'user_id' )
rfm. head( )
user_id recent freq 0 100001878 2 36 1 100011562 4 3 2 100012968 2 15 3 100014060 2 24 4 100024529 4 26
给予指标
rfm[ 'R_value' ] = pd. qcut( rfm. recent, 2 , labels= [ '高' , '低' ] )
rfm[ 'F_value' ] = pd. qcut( rfm. freq, 2 , labels= [ '低' , '高' ] )
rfm[ 'rf' ] = rfm[ 'R_value' ] . str . cat( rfm. F_value)
rfm. head( )
user_id recent freq R_value F_value rf 0 100001878 2 36 高 高 高高 1 100011562 4 3 高 低 高低 2 100012968 2 15 高 高 高高 3 100014060 2 24 高 高 高高 4 100024529 4 26 高 高 高高
用户分类
def trans_value ( x) :
if x == '高高' : return '价值用户'
elif x == '高低' : return '发展用户'
elif x == '低高' : return '挽留客户'
else : return '潜在客户'
rfm[ 'rank' ] = rfm. rf. apply ( trans_value)
rfm. head( )
user_id recent freq R_value F_value rf rank 0 100001878 2 36 高 高 高高 价值用户 1 100011562 4 3 高 低 高低 发展用户 2 100012968 2 15 高 高 高高 价值用户 3 100014060 2 24 高 高 高高 价值用户 4 100024529 4 26 高 高 高高 价值用户
统计不同类型用户结果及可视化
rfm. groupby( 'rank' ) [ [ 'user_id' ] ] . count( )
user_id rank 价值用户 3179 发展用户 1721 挽留客户 1219 潜在客户 2767
plt. pie( rfm. groupby( 'rank' ) [ [ 'user_id' ] ] . count( ) . values. tolist( ) , labels= rfm. groupby( 'rank' ) [ [ 'user_id' ] ] . count( ) . index. tolist( ) , shadow= True , autopct= '%.1f%%' , radius= 1.5 , textprops= dict ( fontsize= 12 ) )
plt. title( '用户分类情况' , fontsize= 30 , pad= 45 , color= 'blue' )
plt. show( )
D:\ProgramData\Anaconda3\lib\site-packages\ipykernel_launcher.py:1: MatplotlibDeprecationWarning: Non-1D inputs to pie() are currently squeeze()d, but this behavior is deprecated since 3.1 and will be removed in 3.3; pass a 1D array instead.
"""Entry point for launching an IPython kernel.
结论与建议
这一月内的日访问量和日访问用户数呈现相同趋势,日访问量大都在35万-40万之间波动,日访客数大都在6200-6600波动, 在双十二购物狂欢节期间出现了剧增。 根据每小时用户访问行为可以看出用户主要访问淘宝的时间段是在白天10点以后,晚上9点左右达到访客人数的峰值 由于没有用户消费金额,无法得出日ARPU与日ARPPU具体情况,但是可以肯定的是日ARPPU是高于日ARPU的。 用户日平均消费次数在0.5次左右波动。 付费率是在20%-25%之间波动,在双十二期间达到50% 淘宝用户一天中每小时的消费次数主要在30次以内。 用户复购率为87% 可以看出,在点击商品到加入购物车的转化率大约为3%,而从购物车到支付大约35%,因此淘宝应该优化商品界面以及对商品相关的优化,使点击商品到加入购物车的转化率提高。 可以看出16%的商品占了80%的商品购买量,84%的商品仅提供了20%的商品购买量,因此应对后84%的商品进行优化、撤销等操作来提高后80%商品的购买量。 淘宝留存率虽然会在短期内从80%下滑到40%,但最终会在40%左右波动,留存率较好。3/5/7/10日留存率差异不大,14日留存率均高于40%。