How to compare time periods using the Google Search Console API

One common task you’ll perform in Google Search Console is to compare the data from two different time periods to see how impressions, clicks, click-through rate (CTR), or average position...

How to create a Google Service Account client secrets JSON key

The Google Cloud Platform offers a variety of ways for users, or applications, to authenticate themselves in order to gain access to data. For Python developers, one of the most...

A quick guide to the RFM model for data scientists

The RFM model is probably one of the best known and most widely used customer segmentation models by data driven marketers. It’s used for both measuring customer value and predicting...

How to run time-based SEO tests using Python

One of the problems with search engine optimisation or SEO is that search engine algorithms are essentially black boxes. They analyse so many on-page and off-page factors, and use multiple...

How to create content recommendations using TF IDF

After work, when I’m not learning about data science, practising data science, or writing about data science, I like to browse classic car auction sites looking for cars I can’t...

How to create a contractual churn model in scikit-learn

A growing proportion of what we buy regularly is purchased via a subscription, or some other kind of contract. Most people have contracts for their internet, mobile phone, car insurance,...

How to avoid model overfitting with early stopping rounds

One issue with the more sophisticated algorithms, such as Extreme Gradient Boosting, is that they can overfit to the data. This basically means that the model picks up the idiosyncrasies...

A quick guide to customer segmentation for B2B e-commerce

Customer segmentation, and the similar and related field of market segmentation, are particularly relevant to the field of business-to-business (B2B) e-commerce. B2B customers often have a higher Customer Lifetime Value...

How to detect Google Search Console anomalies

There are some great anomaly detection models available for Python, which let you examine complex data for a wide range of different anomaly types. In this project, I’ll show you...