funneljoin: Defining a Tidy Grammar of Funnels in R

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funneljoin: Defining a Tidy Grammar of Funnels in R Emily Robinson @robinson_es

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What is a funnel? A funnel is a set of events by users over time

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E-Commerce company redesigning the homepage ➔ Potential questions: ➔ What’s the last page people visit before coming to the homepage? ➔ What are all the product pages people see after the homepage? ➔ How many people who visit the homepage go on to buy something? ➔ What if we limit that to buy within two days?

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Some other “first this than that” questions ➔ Which salmon migrated to station 1 then station 3 before station 2? ➔ What drugs did people take in the last month before starting drug X? ➔ What was the last ad clicked before registering? ➔ What companies had their stock hit $100 per share then drop to $40?

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Example question ➔ When was each user’s first landing and their first registration afterward?

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Old workflow ➔ When was each user’s first landing and their first registration afterward? 1. Filter landed for the first row per user 2. Left join with registered on user_id 3. Filter for timestamp.y > timestamp.x or NA 4. Filter for first row of timestamp.y

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Old workflow ➔ Who registered the first time ever after their last landing? 1. Filter landed for the last row per user 2. Filter registered for first row per user 3. Left join with registered on user_id 4. Filter for timestamp.y > timestamp.x or NA

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Funneljoin package: github.com/robinsones/funneljoin

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Goals of this talk: you and funnels 5 minutes ago After this talk Tomorrow

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Funneljoin Overview

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after_join() ➔ When was each user’s first landing and their first registration afterward?

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after_join() ➔ When was each user’s first landing and their first registration afterward? ➔ Table 1 ➔ Table 2 ➔ User column names(s) ➔ Time column name(s) ➔ Type of afterjoin

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after_join() structure ➔ When was each user’s first landing and their first registration afterward? ➔ Table 1 ➔ Table 2 ➔ User column names(s) ➔ Time column name(s) ➔ Type of afterjoin

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Different funnels Time Ad Click Conversion

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First ad click and first conversion afterwards? Time Ad Click Conversion

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First ad click and first conversion afterwards? Time Ad Click Conversion

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First ad click and first conversion afterwards? Time Ad Click Conversion

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First ad click and first conversion afterwards? Time first-firstafter Ad Click Conversion

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Most recent ad click and all conversions afterward? Time Ad Click Conversion

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Most recent ad click and all conversions afterward? Time Ad Click Conversion

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Most recent ad click and all conversions afterward? Time Ad Click Conversion

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Most recent ad click and all conversions afterward? Time last-any Ad Click Conversion

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All ad clicks and all the conversions afterward Time Ad Click Conversion

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All ad clicks and all the conversions afterward Time Ad Click Conversion

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All ad clicks and all the conversions afterward Time any-any Ad Click Conversion

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Different funnels Time first-firstafter any-any last-any Ad Click Conversion

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16 types of funnels Table 1 type Table 2 type First (ever) First (ever) Last (ever) Last (ever) Any (all) Any (all) Lastbefore Firstafter Any combination of:

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Demo

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Analyzing StackOverflow R questions https://www.kaggle.com/stackoverflow/rquestions/downloads/rquestions.zip/3

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How many people who ask a question later answer one?

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How long does it take for people to answer their first question?

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How long does it take for people to answer their first question?

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What percent answer within a week of asking their first question?

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Who answers a question before asking one?

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Conclusion

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Funneljoin goals “Impossible” Possible

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Funneljoin goals Time- consuming & error-prone Quick & easy

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Funneljoin goals Limited Creativity Asking & answering new questions

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Learn more https://robinsones.github.io/funneljoin/ https://hookedondata.org/introducing-the- funneljoin-package/

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Thank you! hookedondata.org @robinson_es github.com/robinsones/funneljoin Datascicareer.com