Author Archives: Henry

Learning ggplot2 on Paper – Components

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In my last post about ggplot2 (ggplot2 Theme Elements Demonstration), I showed how to identify ggplot2 theme elements graphically. I did not expect that so many people like it when I shared it on Twitter and I feel so glad that it helps.

Today I want to share with you another useful way I found to learn ggplot2, which is learning ggplot2 with pen and paper. I got this idea a few days ago when I was trying to review the underlying grammar behind ggplot2 and just realized how similar it is to the way I drew math function graphs on paper in middle school. Let me show you how they are related and why it is a useful way to learn ggplot2.

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Kindle Vocabulary Builder Export For Free

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In the past two months, I spent most of the time on Tidyverse and Harry Potter books and finally I completed all of them lately, feeling appreciated in the quarantine life.

These two different things connected together when I was looking for ways to export Kindle Vocabulary Builder, which is a vocabulary list consists of the words I look up in the kindle.

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Probability in R

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I can still remember the nightmare when I first studied Statistics in my Bachelor a few years ago. It was a nightmare because we were asked to do all the exercises and exams on paper without cheat sheets and even calculators. However, the Statistics course in my Master turned out much more interesting as all the exercises and exams were conducted online and we were allowed to use Excel formulas as well. A couple of days ago when I came across Foundations of Probability in R on DataCamp I realized that learning statistics could be much better with random simulation and data visualization in R. This course is quite fundamental and nothing new to me but the idea behind it is very appealing.

Binomial Distribution

Let’s say I’m flipping a fair coin (50% chance of “heads” and 50% chance of “tails”) 10 times in an experiment, how many “heads” I will end up with?

If lucky, I may have 10 “heads” at most, or on the other hand, I don’t have any “heads” at all, but most likely it is in between. Let’s suppose the number of “heads” (X) is 4 at my first try.

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ggplot2 Theme Elements Demonstration

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ggplot2 is one of the most powerful packages in r for data visualizations and it is essential to master the underlying grammar of graphics to fully utilize its power. While the theming system of ggplot2 allows you to customize the appearance of the plot according to our needs in practice, it is always a frustration to identify the elements on the plot you want to change as you may find it difficult to remember the element names and their corresponding functions to modify, at least this is the case for me.

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Media Mix Modeling in R

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While attribution measurements are widely used in the digital marketing field, Media Mix Modeling (MMM) still plays an important role in evaluating marketing effectiveness across multiple channels at a higher level. Here is an example of how to do MMM in R with a free dataset from Kaggle.

Data Preparation

library(tidyverse)

# Import data
media.raw <- read_csv("mediamix.csv")

# Tidy data
media <- media.raw %>%
      mutate(TV = tv_sponsorships + tv_cricket + tv_RON) %>%
      mutate(Digital = rowSums(.[9:13])) %>%
      select(TV, radio, Magazines, OOH, Digital, sales) %>%
      rename(Radio = radio, Sales = sales)

# Examining data
View(media)

Three TV-related channels are combined as TV variable. Similarly, the Digital variable is computed from channels such as Social, Display, Search, etc. The final data structure is shown as follows. This article is to examine the relationship between the dependent variable of Sales and the independent variables of TV, Radio, Magazines, OOH, and Digital. The numbers represent the media cost across channels.

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