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Data Analytics Using ABC Pharma Data | Data Analytics Assignment and Project Help | Realcode4you

ABC Pharma is an Indian company that produces nutritional products and branded generic pharmaceuticals. They have been in the market for more than 2 decades and have been able to differentiate their offerings from other competitive brands. This allows them to enjoy an excellent margin on the products that they sell. Their customer base consists of people lying in the top of the economic pyramid across all states in India. Though they have seen a 5% year on year growth over the past few years, the top management is concerned that the other nutrition and pharmaceutical companies have registered a growth of more than 8% in the recent years. The management wants it marketing officer to look at the various advertisement channels and its effectiveness by evaluating their recent financial performance data.


The dataset consists of the following variables for each state in India for the year 2021. Note that the company sells its products through online as well as in-store channels.


Variables

  • State Name

  • Online Channel Costs

  • In-store Channel

  • Costs

  • Cost of Digital Ads

  • Cost of Print Ads

  • Cost of TV Ads

  • Cost of In-store Ads

  • Online Revenue

  • In-store Revenue

  • Total Revenue

  • Profit


Can you draw insights from this dataset and suggest action items to the management of ABC Pharma?


!pip install openpyxl
#importing libraries
import numpy as np
import pandas as pd
import seaborn as sns
import matplotlib.pyplot as plt
df = pd.read_excel("ABC_Pharma.xlsx") #reading input data
df.head() #checking first 5 rows of the dataframe

output:


df = df.dropna(axis = 0) #dropping rows with null values
df.shape #shape of the input dataframe

output:

(31, 11)
df.info() #getting general info of the dataset

output:

<class 'pandas.core.frame.DataFrame'>
Int64Index: 31 entries, 0 to 30
Data columns (total 11 columns):
 #   Column                  Non-Null Count  Dtype  
---  ------                  --------------  -----  
 0   State                   31 non-null     object 
 1   Online Channel Costs    31 non-null     float64
 2   In-store Channel Costs  31 non-null     float64
 3   Digital Ads             31 non-null     float64
 4   Print Ads               31 non-null     float64
 5   TV Ads                  31 non-null     float64
 6   In-store Ads            31 non-null     float64
 7   Online Revenue          31 non-null     float64
 8   In-store Revenue        31 non-null     float64
 9   Total Revenue           31 non-null     float64
 10  Profit                  31 non-null     float64
dtypes: float64(10), object(1)
memory usage: 2.9+ KB
df.columns #column names of the dataset

output:

Index(['State', 'Online Channel Costs', 'In-store Channel Costs',
       'Digital Ads', 'Print Ads', 'TV Ads', 'In-store Ads', 'Online Revenue',
       'In-store Revenue', 'Total Revenue', 'Profit'],
      dtype='object')
df.describe() #getting general info mean, std deviation, min, max

output:


#takes a numerical feature and plots it against the feature State
def print_state_wise(x): 
    temp = df.sort_values(by=x)
    plt.figure(figsize=(10, 14))
    sns.barplot(y = "State", x = x, data = temp)
    plt.show()
    print("State with minimum", x, "is", temp.iloc[0]["State"])
    print("State with maximum", x, "is", temp.iloc[-1]["State"])
print_state_wise("Profit")

output:

State with minimum Profit is Sikkim State with maximum Profit is Maharashtra

print_state_wise("Digital Ads")
State with minimum Digital Ads is Sikkim
State with maximum Digital Ads is Maharashtra

print_state_wise("Print Ads")

output:

State with minimum Print Ads is Tripura
State with maximum Print Ads is Maharashtra

sns.pairplot(df) 

output:


Above we tried to see if there is any correlation and we find that most of them are highly correlated to each other, so we will now see exact numbers to figure out which features on change will give better results in terms of Profit and Revenue


corr = df.corr().abs() #getting correlation between different features
desired_correlation_comparision_features = ['Digital Ads', 'In-store Channel Costs', 'In-store Ads',
       'Online Channel Costs', 'TV Ads', 'Print Ads']

plt.ylim(0.9, 1) #limits y labels from 0.9 to 1
corr["Profit"][desired_correlation_comparision_features].sort_values(ascending=False).plot.bar()
#here we are plotting correlation of Profit with other features in the list desired_correlation_comparision_features

Output:


For the profits increase we see that more spending in In-store Channel Costs is better than Online Channel Costs. As well as Digital Ads Cost increment could lead to better Profit as compared to Print Ads


plt.ylim(0.9, 1)
corr["In-store Revenue"][desired_correlation_comparision_features].sort_values(ascending=False).plot.bar()
#here we are plotting correlation of In-store Revenue with other features in the list desired_correlation_comparision_features

output:


To increase the In-store Revenue, we see that more spending in In-store Channel Costs is better than Online Channel Costs. As well as TV Ads Cost increment could lead to better In-store Revenue as compared to In-store Ads


plt.ylim(0.9, 1)
corr["Online Revenue"][desired_correlation_comparision_features].sort_values(ascending=False).plot.bar()
#here we are plotting correlation of Online Revenue with other features in the list desired_correlation_comparision_features

output:


To increase the Online Revenue, we see that Digital Ads Cost increment could lead to far better Online Revenue as compared to Print or TV Ads

sns.heatmap(corr) # this is further pictured correlation 

output:


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