Research Question

A Kenyan entrepreneur has created an online cryptography course and would want to advertise it on her blog. She currently targets audiences originating from various countries. In the past, she ran ads to advertise a related course on the same blog and collected data in the process. She would now like to employ your services as a Data Science Consultant to help her identify which individuals are most likely to click on her ads. 

1. Defining the Question

1.1 Specifying the data analytic objective

Our main aim is to do thorough exploratory data analysis for univariate and bivariate data and come up with recommendations for our client.

1.2 Defining the metric for success

We aim to build elaborate visualizations for univariate and bivariate analysis

1.3 Recording the Experimental Design

  1. Loading the data
  2. Checking the data
  3. Tidying the data
  4. Univariate Analysis
  5. Bivariate Analysis
  6. Challenging the solution
  7. Recommendations
  8. Follow up questions

1.4 Data Relevance

The data provided was relevant for our analysis.

2.Loading and reading Our Datasets

library(tidyverse)
## -- Attaching packages --------------------------------------------------------------------------- tidyverse 1.3.0 --
## v ggplot2 3.3.2     v purrr   0.3.4
## v tibble  3.0.2     v dplyr   1.0.0
## v tidyr   1.1.0     v stringr 1.4.0
## v readr   1.3.1     v forcats 0.5.0
## -- Conflicts ------------------------------------------------------------------------------ tidyverse_conflicts() --
## x dplyr::filter() masks stats::filter()
## x dplyr::lag()    masks stats::lag()
ads <- read.csv("~/moringa-school-projects/RYouWithMe/advertising.csv")
view(ads)

Checking the data summary

summary(ads)
##  Daily.Time.Spent.on.Site      Age         Area.Income    Daily.Internet.Usage
##  Min.   :32.60            Min.   :19.00   Min.   :13996   Min.   :104.8       
##  1st Qu.:51.36            1st Qu.:29.00   1st Qu.:47032   1st Qu.:138.8       
##  Median :68.22            Median :35.00   Median :57012   Median :183.1       
##  Mean   :65.00            Mean   :36.01   Mean   :55000   Mean   :180.0       
##  3rd Qu.:78.55            3rd Qu.:42.00   3rd Qu.:65471   3rd Qu.:218.8       
##  Max.   :91.43            Max.   :61.00   Max.   :79485   Max.   :270.0       
##  Ad.Topic.Line          City                Male         Country         
##  Length:1000        Length:1000        Min.   :0.000   Length:1000       
##  Class :character   Class :character   1st Qu.:0.000   Class :character  
##  Mode  :character   Mode  :character   Median :0.000   Mode  :character  
##                                        Mean   :0.481                     
##                                        3rd Qu.:1.000                     
##                                        Max.   :1.000                     
##   Timestamp         Clicked.on.Ad
##  Length:1000        Min.   :0.0  
##  Class :character   1st Qu.:0.0  
##  Mode  :character   Median :0.5  
##                     Mean   :0.5  
##                     3rd Qu.:1.0  
##                     Max.   :1.0

From the table above, we can see all our measures of central tendency (median, mean).

Checking top and bottom rows and columns

tail(ads)
##      Daily.Time.Spent.on.Site Age Area.Income Daily.Internet.Usage
## 995                     43.70  28    63126.96               173.01
## 996                     72.97  30    71384.57               208.58
## 997                     51.30  45    67782.17               134.42
## 998                     51.63  51    42415.72               120.37
## 999                     55.55  19    41920.79               187.95
## 1000                    45.01  26    29875.80               178.35
##                             Ad.Topic.Line          City Male
## 995         Front-line bifurcated ability  Nicholasland    0
## 996         Fundamental modular algorithm     Duffystad    1
## 997       Grass-roots cohesive monitoring   New Darlene    1
## 998          Expanded intangible solution South Jessica    1
## 999  Proactive bandwidth-monitored policy   West Steven    0
## 1000      Virtual 5thgeneration emulation   Ronniemouth    0
##                     Country           Timestamp Clicked.on.Ad
## 995                 Mayotte 2016-04-04 03:57:48             1
## 996                 Lebanon 2016-02-11 21:49:00             1
## 997  Bosnia and Herzegovina 2016-04-22 02:07:01             1
## 998                Mongolia 2016-02-01 17:24:57             1
## 999               Guatemala 2016-03-24 02:35:54             0
## 1000                 Brazil 2016-06-03 21:43:21             1
head(ads)
##   Daily.Time.Spent.on.Site Age Area.Income Daily.Internet.Usage
## 1                    68.95  35    61833.90               256.09
## 2                    80.23  31    68441.85               193.77
## 3                    69.47  26    59785.94               236.50
## 4                    74.15  29    54806.18               245.89
## 5                    68.37  35    73889.99               225.58
## 6                    59.99  23    59761.56               226.74
##                           Ad.Topic.Line           City Male    Country
## 1    Cloned 5thgeneration orchestration    Wrightburgh    0    Tunisia
## 2    Monitored national standardization      West Jodi    1      Nauru
## 3      Organic bottom-line service-desk       Davidton    0 San Marino
## 4 Triple-buffered reciprocal time-frame West Terrifurt    1      Italy
## 5         Robust logistical utilization   South Manuel    0    Iceland
## 6       Sharable client-driven software      Jamieberg    1     Norway
##             Timestamp Clicked.on.Ad
## 1 2016-03-27 00:53:11             0
## 2 2016-04-04 01:39:02             0
## 3 2016-03-13 20:35:42             0
## 4 2016-01-10 02:31:19             0
## 5 2016-06-03 03:36:18             0
## 6 2016-05-19 14:30:17             0

Checking the classes

class(ads)
## [1] "data.frame"

Checking the number of rows and in our dataset

cat("Rows in dataset:", nrow(ads), "\nCols in dataset:", ncol(ads))
## Rows in dataset: 1000 
## Cols in dataset: 10
cat("\nThe dimension of the dataset is:", dim(ads))
## 
## The dimension of the dataset is: 1000 10

Range of Time Spent on Site by users

site.time.range <- range(ads$Daily.Time.Spent.on.Site)
cat("The Range of Time Spent on Site by users is:",site.time.range)
## The Range of Time Spent on Site by users is: 32.6 91.43

Range of Daily Internet Usage

internet.time.range <- range(ads$Daily.Internet.Usage)
cat("The Range of Daily Internet Usage is:", internet.time.range)
## The Range of Daily Internet Usage is: 104.78 269.96

Range of Age

age.range <- range(ads$Age)
cat("The Range of Users' age is:",age.range)
## The Range of Users' age is: 19 61

Range of Income

income.range <- range(ads$Area.Income)
cat("The Range of Users' income is:",income.range)
## The Range of Users' income is: 13996.5 79484.8

Structure of our dataframe

str(ads)
## 'data.frame':    1000 obs. of  10 variables:
##  $ Daily.Time.Spent.on.Site: num  69 80.2 69.5 74.2 68.4 ...
##  $ Age                     : int  35 31 26 29 35 23 33 48 30 20 ...
##  $ Area.Income             : num  61834 68442 59786 54806 73890 ...
##  $ Daily.Internet.Usage    : num  256 194 236 246 226 ...
##  $ Ad.Topic.Line           : chr  "Cloned 5thgeneration orchestration" "Monitored national standardization" "Organic bottom-line service-desk" "Triple-buffered reciprocal time-frame" ...
##  $ City                    : chr  "Wrightburgh" "West Jodi" "Davidton" "West Terrifurt" ...
##  $ Male                    : int  0 1 0 1 0 1 0 1 1 1 ...
##  $ Country                 : chr  "Tunisia" "Nauru" "San Marino" "Italy" ...
##  $ Timestamp               : chr  "2016-03-27 00:53:11" "2016-04-04 01:39:02" "2016-03-13 20:35:42" "2016-01-10 02:31:19" ...
##  $ Clicked.on.Ad           : int  0 0 0 0 0 0 0 1 0 0 ...

Our dataset is of type dataframe, with 1000 records and 10 variables. 3 variables of tye numeric, 3 integer types, 4 character types including the date and time which will be converted to the standard format.

Converting the date and time

The time looks like a character string when you display it, but its data type. It should be in the class “POSIXct” “POSIXt” (it has two classes).

class(ads$Timestamp)
## [1] "character"
ads$Timestamp <- strptime(paste( ads$Timestamp), format = "%Y-%m-%d %H:%M:%S",tz="UTC") 
class(ads$Timestamp)
## [1] "POSIXlt" "POSIXt"

Checking for outliers on the numerical columns using boxplots

boxplot(ads$Area.Income)

boxplot(ads$Daily.Time.Spent.on.Site)

boxplot(ads$Age)

boxplot(ads$Daily.Internet.Usage)

Only one variable had outliers, Area.Income.

Removing outliers;

We’ll remove outliers by limiting extreme values in the statistical data to reduce the effect of possibly spurious outliers.

bench <- 47032 - 1.5 * IQR(ads$Area.Income) 
ads$Area.Income[ads$Area.Income < bench]<- bench

boxplot(ads$Area.Income)

The boxplot shows that the outliers in that column have been removed.

Checking for duplicates

sum(duplicated(ads))
## [1] 0

There are no duplicates in our data

Checking for missing values

colSums(is.na(ads))
## Daily.Time.Spent.on.Site                      Age              Area.Income 
##                        0                        0                        0 
##     Daily.Internet.Usage            Ad.Topic.Line                     City 
##                        0                        0                        0 
##                     Male                  Country                Timestamp 
##                        0                        0                        0 
##            Clicked.on.Ad 
##                        0

The dataset has no missing values in any of the columns.

Exploratory Data Analysis

install.packages("dataMaid", repos = "http://cran.us.r-project.org")
## Installing package into 'C:/Users/ruth/Documents/R/win-library/4.0'
## (as 'lib' is unspecified)
## package 'dataMaid' successfully unpacked and MD5 sums checked
## 
## The downloaded binary packages are in
##  C:\Users\ruth\AppData\Local\Temp\RtmpQNUhY6\downloaded_packages
install.packages("inspectdf", repos = "http://cran.us.r-project.org")
## Installing package into 'C:/Users/ruth/Documents/R/win-library/4.0'
## (as 'lib' is unspecified)
## package 'inspectdf' successfully unpacked and MD5 sums checked
## Warning: cannot remove prior installation of package 'inspectdf'
## Warning in file.copy(savedcopy, lib, recursive = TRUE): problem copying C:
## \Users\ruth\Documents\R\win-library\4.0\00LOCK\inspectdf\libs\x64\inspectdf.dll
## to C:\Users\ruth\Documents\R\win-library\4.0\inspectdf\libs\x64\inspectdf.dll:
## Permission denied
## Warning: restored 'inspectdf'
## 
## The downloaded binary packages are in
##  C:\Users\ruth\AppData\Local\Temp\RtmpQNUhY6\downloaded_packages

Calling the libraries

library(dplyr)
library(inspectdf)
## Warning: package 'inspectdf' was built under R version 4.0.3

The 2 packages will give us more insights on our data.

inspect_cat(ads)
## Warning: `...` is not empty.
## 
## We detected these problematic arguments:
## * `needs_dots`
## 
## These dots only exist to allow future extensions and should be empty.
## Did you misspecify an argument?
## # A tibble: 3 x 5
##   col_name        cnt common                       common_pcnt levels           
##   <chr>         <int> <chr>                              <dbl> <named list>     
## 1 Ad.Topic.Line  1000 Adaptive 24hour Graphic Int~       0.1   <tibble [1,000 x~
## 2 City            969 Lisamouth                          0.3   <tibble [969 x 3~
## 3 Country         237 Czech Republic                     0.900 <tibble [237 x 3~

common_pcnt, the percentage of each column occupied by the most common level shown in common.

Bivariate Analysis visualization

Here we check for correlation between the different columns and the target variable Clicked.On.Ad.

inspect_cor(ads, df2 = NULL, method = "pearson", with_col = 'Clicked.on.Ad', alpha = 0.05)
## Warning: Columns with 0 variance found: Male, Clicked.on.Ad
## Warning: `...` is not empty.
## 
## We detected these problematic arguments:
## * `needs_dots`
## 
## These dots only exist to allow future extensions and should be empty.
## Did you misspecify an argument?
## # A tibble: 5 x 7
##   col_1         col_2                    corr   p_value   lower   upper pcnt_nna
##   <chr>         <chr>                   <dbl>     <dbl>   <dbl>   <dbl>    <dbl>
## 1 Clicked.on.Ad Daily.Internet.Usage  -0.787  3.74e-136 -0.809  -0.762       100
## 2 Clicked.on.Ad Daily.Time.Spent.on.~ -0.748  2.29e-123 -0.774  -0.719       100
## 3 Clicked.on.Ad Age                    0.493  1.55e- 54  0.444   0.538       100
## 4 Clicked.on.Ad Area.Income           -0.477  3.04e- 51 -0.523  -0.428       100
## 5 Clicked.on.Ad Male                  -0.0380 2.30e-  1 -0.0998  0.0240      100

The summary above covers Pearson’s correlation coefficients for all the numeric columns, compared against the Clicked.On.Ads column.

Across the board, we can see that there are negative correlation values for Daily.Internet.Usage, Daily.Time.Spent.on.Site, Area Income. The only positive correlation is between Clicked.On.Ad and Age.

inspect_cor(ads, df2 = NULL, method = "pearson", alpha = 0.05)
## Warning: Columns with 0 variance found: Male, Clicked.on.Ad
## Warning: `...` is not empty.
## 
## We detected these problematic arguments:
## * `needs_dots`
## 
## These dots only exist to allow future extensions and should be empty.
## Did you misspecify an argument?
## # A tibble: 15 x 7
##    col_1           col_2                 corr   p_value   lower   upper pcnt_nna
##    <chr>           <chr>                <dbl>     <dbl>   <dbl>   <dbl>    <dbl>
##  1 Clicked.on.Ad   Daily.Internet.U~ -0.787   3.74e-136 -0.809  -0.762       100
##  2 Clicked.on.Ad   Daily.Time.Spent~ -0.748   2.29e-123 -0.774  -0.719       100
##  3 Daily.Internet~ Daily.Time.Spent~  0.519   2.80e- 60  0.472   0.563       100
##  4 Clicked.on.Ad   Age                0.493   1.55e- 54  0.444   0.538       100
##  5 Clicked.on.Ad   Area.Income       -0.477   3.04e- 51 -0.523  -0.428       100
##  6 Daily.Internet~ Age               -0.367   4.38e- 31 -0.420  -0.312       100
##  7 Daily.Internet~ Area.Income        0.339   8.86e- 27  0.283   0.393       100
##  8 Age             Daily.Time.Spent~ -0.332   1.22e- 25 -0.386  -0.275       100
##  9 Area.Income     Daily.Time.Spent~  0.312   6.35e- 23  0.255   0.367       100
## 10 Area.Income     Age               -0.182   8.44e-  9 -0.242  -0.122       100
## 11 Clicked.on.Ad   Male              -0.0380  2.30e-  1 -0.0998  0.0240      100
## 12 Male            Daily.Internet.U~  0.0280  3.76e-  1 -0.0340  0.0898      100
## 13 Male            Age               -0.0210  5.06e-  1 -0.0829  0.0410      100
## 14 Male            Daily.Time.Spent~ -0.0190  5.50e-  1 -0.0808  0.0431      100
## 15 Male            Area.Income        0.00252 9.36e-  1 -0.0595  0.0645      100
install.packages("PerformanceAnalytics")
## Installing package into 'C:/Users/ruth/Documents/R/win-library/4.0'
## (as 'lib' is unspecified)
## package 'PerformanceAnalytics' successfully unpacked and MD5 sums checked
## 
## The downloaded binary packages are in
##  C:\Users\ruth\AppData\Local\Temp\RtmpQNUhY6\downloaded_packages
install.packages("corrplot")
## Installing package into 'C:/Users/ruth/Documents/R/win-library/4.0'
## (as 'lib' is unspecified)
## package 'corrplot' successfully unpacked and MD5 sums checked
## 
## The downloaded binary packages are in
##  C:\Users\ruth\AppData\Local\Temp\RtmpQNUhY6\downloaded_packages
library(corrplot)
## corrplot 0.84 loaded
ads_num <- Filter(is.numeric, ads)
corrplot(cor(ads_num))

The Daily internet usage and Daily time spent on the site columns have a large positive correlation and so does the Clicked.On.Ad and age columns.

We plan on using the Clicked.On.Ad feature to determine fill colors for these graphs, but that won’t work if they stay as they’re currently set (integer data type). I’ll change that in the following code chunk.

library(ggplot2)

ggplot(data = ads, aes(x = Age, fill = Clicked.on.Ad))+
    geom_histogram(bins = 27, color = 'cyan') + 
    labs(title = 'Age distribution with Ad clicks', x = 'Age', y = 'Frequency', fill = 'Clicked.on.Ad') +
        scale_color_brewer(palette = 'Set2') 

Income and Click on Ad distribution

ggplot(data = ads, aes(x = Area.Income, fill = Clicked.on.Ad))+
    geom_histogram(bins = 20, color = 'cyan') + 
    labs(title = 'Income distribution', x = 'Income', y = 'Frequency', fill = 'Clicked.on.Ad') +
        scale_color_brewer(palette = 'Set1') 

Daily Internet Use and the clicked on ad relationship

ggplot(data = ads, aes(x = Daily.Internet.Usage, fill = Clicked.on.Ad))+
    geom_histogram(bins = 35, color = 'cyan') + 
    labs(title = 'Daily Internet Use distribution', x = 'Daily Internet Usage (minutes)', y = 'Frequency', fill = 'Clicked.on.Ad') +
        scale_color_brewer(palette = 'Set1')

Daily Time Spent on Site and the clicked on ad relationship

ggplot(data = ads, aes(x = Daily.Time.Spent.on.Site, fill = Clicked.on.Ad))+
    geom_histogram(bins = 25, color = 'cyan') + 
    labs(title = 'Daily Time Spent On Site', x = 'Time Spent(minutes)', y = 'Frequency', fill = 'Clicked.on.Ad') +
        scale_color_brewer(palette = 'Set1') 

Daily Time Spent on Site and the Income relationship

ggplot(data = ads, aes(x =Area.Income , fill = Daily.Time.Spent.on.Site))+
    geom_histogram(bins = 30, color = 'cyan') + 
    labs(title = 'Daily Time Spent On Site vs Income', x = 'Income', y = 'Frequency', fill = 'Clicked.on.Ad') +
        scale_color_brewer(palette = 'Set1') 

Daily Time Spent on Site and the Users’ Age relationship

ggplot(data = ads, aes(x =Age , fill = Daily.Time.Spent.on.Site))+
    geom_histogram(bins = 30, color = 'cyan') + 
    labs(title = 'Daily Time Spent On Site vs Age', x = 'Age', y = 'Frequency', fill = 'Clicked.on.Ad') +
        scale_color_brewer(palette = 'Set1') 

Daily Internet Usage per Country

ads %>% group_by(Country, Daily.Internet.Usage)%>% head(10)%>% arrange(desc(Daily.Internet.Usage))
## Warning: `...` is not empty.
## 
## We detected these problematic arguments:
## * `needs_dots`
## 
## These dots only exist to allow future extensions and should be empty.
## Did you misspecify an argument?
## # A tibble: 10 x 10
## # Groups:   Country, Daily.Internet.Usage [10]
##    Daily.Time.Spen~   Age Area.Income Daily.Internet.~ Ad.Topic.Line City   Male
##               <dbl> <int>       <dbl>            <dbl> <chr>         <chr> <int>
##  1             69.0    35      61834.             256. Cloned 5thge~ Wrig~     0
##  2             74.2    29      54806.             246. Triple-buffe~ West~     1
##  3             69.5    26      59786.             236. Organic bott~ Davi~     0
##  4             60.0    23      59762.             227. Sharable cli~ Jami~     1
##  5             68.4    35      73890.             226. Robust logis~ Sout~     0
##  6             74.5    30      68862              222. Configurable~ West~     1
##  7             88.9    33      53853.             208. Enhanced ded~ Bran~     0
##  8             80.2    31      68442.             194. Monitored na~ West~     1
##  9             69.9    20      55642.             184. Mandatory ho~ Rami~     1
## 10             66      48      24593.             132. Reactive loc~ Port~     1
## # ... with 3 more variables: Country <chr>, Timestamp <dttm>,
## #   Clicked.on.Ad <int>

Daily Time Spent on Site per Country

ads %>% group_by(Country, Daily.Time.Spent.on.Site)%>% head(10)%>% arrange(desc(Daily.Time.Spent.on.Site))
## Warning: `...` is not empty.
## 
## We detected these problematic arguments:
## * `needs_dots`
## 
## These dots only exist to allow future extensions and should be empty.
## Did you misspecify an argument?
## # A tibble: 10 x 10
## # Groups:   Country, Daily.Time.Spent.on.Site [10]
##    Daily.Time.Spen~   Age Area.Income Daily.Internet.~ Ad.Topic.Line City   Male
##               <dbl> <int>       <dbl>            <dbl> <chr>         <chr> <int>
##  1             88.9    33      53853.             208. Enhanced ded~ Bran~     0
##  2             80.2    31      68442.             194. Monitored na~ West~     1
##  3             74.5    30      68862              222. Configurable~ West~     1
##  4             74.2    29      54806.             246. Triple-buffe~ West~     1
##  5             69.9    20      55642.             184. Mandatory ho~ Rami~     1
##  6             69.5    26      59786.             236. Organic bott~ Davi~     0
##  7             69.0    35      61834.             256. Cloned 5thge~ Wrig~     0
##  8             68.4    35      73890.             226. Robust logis~ Sout~     0
##  9             66      48      24593.             132. Reactive loc~ Port~     1
## 10             60.0    23      59762.             227. Sharable cli~ Jami~     1
## # ... with 3 more variables: Country <chr>, Timestamp <dttm>,
## #   Clicked.on.Ad <int>

I’ll use the decision tree to do classification.

Modelling

# dropping irrelevant columns
mod_ads <- subset(ads, select = -c(Timestamp, Country, City, Ad.Topic.Line) )
mod_ads
##      Daily.Time.Spent.on.Site Age Area.Income Daily.Internet.Usage Male
## 1                       68.95  35    61833.90               256.09    0
## 2                       80.23  31    68441.85               193.77    1
## 3                       69.47  26    59785.94               236.50    0
## 4                       74.15  29    54806.18               245.89    1
## 5                       68.37  35    73889.99               225.58    0
## 6                       59.99  23    59761.56               226.74    1
## 7                       88.91  33    53852.85               208.36    0
## 8                       66.00  48    24593.33               131.76    1
## 9                       74.53  30    68862.00               221.51    1
## 10                      69.88  20    55642.32               183.82    1
## 11                      47.64  49    45632.51               122.02    0
## 12                      83.07  37    62491.01               230.87    1
## 13                      69.57  48    51636.92               113.12    1
## 14                      79.52  24    51739.63               214.23    0
## 15                      42.95  33    30976.00               143.56    0
## 16                      63.45  23    52182.23               140.64    1
## 17                      55.39  37    23936.86               129.41    0
## 18                      82.03  41    71511.08               187.53    0
## 19                      54.70  36    31087.54               118.39    1
## 20                      74.58  40    23821.72               135.51    1
## 21                      77.22  30    64802.33               224.44    1
## 22                      84.59  35    60015.57               226.54    1
## 23                      41.49  52    32635.70               164.83    0
## 24                      87.29  36    61628.72               209.93    1
## 25                      41.39  41    68962.32               167.22    0
## 26                      78.74  28    64828.00               204.79    1
## 27                      48.53  28    38067.08               134.14    1
## 28                      51.95  52    58295.82               129.23    0
## 29                      70.20  34    32708.94               119.20    0
## 30                      76.02  22    46179.97               209.82    0
## 31                      67.64  35    51473.28               267.01    1
## 32                      86.41  28    45593.93               207.48    1
## 33                      59.05  57    25583.29               169.23    1
## 34                      55.60  23    30227.98               212.58    0
## 35                      57.64  57    45580.92               133.81    1
## 36                      84.37  30    61389.50               201.58    0
## 37                      62.26  53    56770.79               125.45    1
## 38                      65.82  39    76435.30               221.94    0
## 39                      50.43  46    57425.87               119.32    1
## 40                      38.93  39    27508.41               162.08    0
## 41                      84.98  29    57691.95               202.61    0
## 42                      64.24  30    59784.18               252.36    0
## 43                      82.52  32    66572.39               198.11    1
## 44                      81.38  31    64929.61               212.30    0
## 45                      80.47  25    57519.64               204.86    0
## 46                      37.68  52    53575.48               172.83    1
## 47                      69.62  20    50983.75               202.25    1
## 48                      85.40  43    67058.72               198.72    0
## 49                      44.33  37    52723.34               123.72    1
## 50                      48.01  46    54286.10               119.93    0
## 51                      73.18  23    61526.25               196.71    1
## 52                      79.94  28    58526.04               225.29    0
## 53                      33.33  45    53350.11               193.58    1
## 54                      50.33  50    62657.53               133.20    1
## 55                      62.31  47    62722.57               119.30    0
## 56                      80.60  31    67479.62               177.55    0
## 57                      65.19  36    75254.88               150.61    0
## 58                      44.98  49    52336.64               129.31    0
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## 444                     53.14  38    49111.47               109.00    1
## 445                     32.84  40    41232.89               171.72    0
## 446                     73.72  32    52140.04               256.40    1
## 447                     38.10  34    60641.09               214.38    1
## 448                     73.93  44    74180.05               218.22    0
## 449                     51.87  50    51869.87               119.65    0
## 450                     77.69  22    48852.58               169.88    1
## 451                     43.41  28    59144.02               160.73    0
## 452                     55.92  24    33951.63               145.08    0
## 453                     80.67  34    58909.36               239.76    0
## 454                     83.42  25    49850.52               183.42    1
## 455                     82.12  52    28679.93               201.15    1
## 456                     66.17  33    69869.66               238.45    0
## 457                     43.01  35    48347.64               127.37    0
## 458                     80.05  25    45959.86               219.94    1
## 459                     64.88  42    70005.51               129.80    1
## 460                     79.82  26    51512.66               223.28    1
## 461                     48.03  40    25598.75               134.60    1
## 462                     32.99  45    49282.87               177.46    0
## 463                     74.88  27    67240.25               175.17    1
## 464                     36.49  52    42136.33               196.61    1
## 465                     88.04  45    62589.84               191.17    1
## 466                     45.70  33    67384.31               151.12    1
## 467                     82.38  35    25603.93               159.60    0
## 468                     52.68  23    39616.00               149.20    1
## 469                     65.59  47    28265.81               121.81    0
## 470                     65.65  25    63879.72               224.92    1
## 471                     43.84  36    70592.81               167.42    0
## 472                     67.69  37    76408.19               216.57    0
## 473                     78.37  24    55015.08               207.27    0
## 474                     81.46  29    51636.12               231.54    0
## 475                     47.48  31    29359.20               141.34    0
## 476                     75.15  33    71296.67               219.49    1
## 477                     78.76  24    46422.76               219.98    1
## 478                     44.96  50    52802.00               132.71    1
## 479                     39.56  41    59243.46               143.13    1
## 480                     39.76  28    35350.55               196.83    1
## 481                     57.11  22    59677.64               207.17    1
## 482                     83.26  40    70225.60               187.76    1
## 483                     69.42  25    65791.17               213.38    0
## 484                     50.60  30    34191.13               129.88    1
## 485                     46.20  37    51315.38               119.30    0
## 486                     66.88  35    62790.96               119.47    1
## 487                     83.97  40    66291.67               158.42    1
## 488                     76.56  30    68030.18               213.75    0
## 489                     35.49  48    43974.49               159.77    0
## 490                     80.29  31    49457.48               244.87    1
## 491                     50.19  40    33987.27               117.30    0
## 492                     59.12  33    28210.03               124.54    0
## 493                     59.88  30    75535.14               193.63    1
## 494                     59.70  28    49158.50               120.25    0
## 495                     67.80  30    39809.69               117.75    1
## 496                     81.59  35    65826.53               223.16    0
## 497                     81.10  29    61172.07               216.49    1
## 498                     41.70  39    42898.21               126.95    0
## 499                     73.94  27    68333.01               173.49    0
## 500                     58.35  37    70232.95               132.63    0
## 501                     51.56  46    63102.19               124.85    0
## 502                     79.81  37    51847.26               253.17    0
## 503                     66.17  26    63580.22               228.70    0
## 504                     58.21  37    47575.44               105.94    0
## 505                     66.12  49    39031.89               113.80    0
## 506                     80.47  42    70505.06               215.18    1
## 507                     77.05  31    62161.26               236.64    0
## 508                     49.99  41    61068.26               121.07    0
## 509                     80.30  58    49090.51               173.43    0
## 510                     79.36  33    62330.75               234.72    1
## 511                     57.86  30    19373.75               166.86    0
## 512                     70.29  26    62053.37               231.37    1
## 513                     84.53  33    61922.06               215.18    1
## 514                     59.13  44    49525.37               106.04    1
## 515                     81.51  41    53412.32               250.03    0
## 516                     42.94  37    56681.65               130.40    1
## 517                     84.81  32    43299.63               233.93    1
## 518                     82.79  34    47997.75               132.08    0
## 519                     59.22  55    39131.53               126.39    1
## 520                     35.00  40    46033.73               151.25    1
## 521                     46.61  42    65856.74               136.18    0
## 522                     63.26  29    54787.37               120.46    1
## 523                     79.16  32    69562.46               202.90    1
## 524                     67.94  43    68447.17               128.16    0
## 525                     79.91  32    62772.42               230.18    1
## 526                     66.14  41    78092.95               165.27    0
## 527                     43.65  39    63649.04               138.87    0
## 528                     59.61  21    60637.62               198.45    1
## 529                     46.61  52    27241.11               156.99    0
## 530                     89.37  34    42760.22               162.03    1
## 531                     65.10  49    59457.52               118.10    1
## 532                     53.44  42    42907.89               108.17    1
## 533                     79.53  51    46132.18               244.91    0
## 534                     91.43  39    46964.11               209.91    1
## 535                     73.57  30    70377.23               212.38    0
## 536                     78.76  32    70012.83               208.02    1
## 537                     76.49  23    56457.01               181.11    0
## 538                     61.72  26    67279.06               218.49    0
## 539                     84.53  35    54773.99               236.29    0
## 540                     72.03  34    70783.94               230.95    1
## 541                     77.47  36    70510.59               222.91    1
## 542                     75.65  39    64021.55               247.90    1
## 543                     78.15  33    72042.85               194.37    0
## 544                     63.80  38    36037.33               108.70    1
## 545                     76.59  29    67526.92               211.64    0
## 546                     42.60  55    55121.65               168.29    0
## 547                     78.77  28    63497.62               211.83    0
## 548                     83.40  39    60879.48               235.01    0
## 549                     79.53  33    61467.33               236.72    0
## 550                     73.89  35    70495.64               229.99    1
## 551                     75.80  36    71222.40               224.90    0
## 552                     81.95  31    64698.58               208.76    1
## 553                     56.39  58    32252.38               154.23    0
## 554                     44.73  35    55316.97               127.56    1
## 555                     38.35  33    47447.89               145.48    1
## 556                     72.53  37    73474.82               223.93    0
## 557                     56.20  49    53549.94               114.85    1
## 558                     79.67  28    58576.12               226.79    0
## 559                     75.42  26    63373.70               164.25    1
## 560                     78.64  31    60283.47               235.28    1
## 561                     67.69  44    37345.34               109.22    0
## 562                     38.35  41    34886.01               144.69    1
## 563                     59.52  44    67511.86               251.08    1
## 564                     62.26  37    77988.71               166.19    0
## 565                     64.75  36    63001.03               117.66    0
## 566                     79.97  26    61747.98               185.45    1
## 567                     47.90  42    48467.68               114.53    0
## 568                     80.38  30    55130.96               238.06    0
## 569                     64.51  42    79484.80               190.71    1
## 570                     71.28  37    67307.43               246.72    1
## 571                     50.32  40    27964.60               125.65    0
## 572                     72.76  33    66431.87               240.63    1
## 573                     72.80  35    63551.67               249.54    0
## 574                     74.59  23    40135.06               158.35    1
## 575                     46.66  45    49101.67               118.16    0
## 576                     48.86  54    53188.69               134.46    0
## 577                     37.05  39    49742.83               142.81    1
## 578                     81.21  36    63394.41               233.04    0
## 579                     66.89  23    64433.99               208.24    1
## 580                     68.11  38    73884.48               231.21    0
## 581                     69.15  46    36424.94               112.72    0
## 582                     65.72  36    28275.48               120.12    0
## 583                     40.04  27    48098.86               161.58    0
## 584                     68.60  33    68448.94               135.08    0
## 585                     56.16  25    66429.84               164.25    1
## 586                     78.60  46    41768.13               254.59    1
## 587                     78.29  38    57844.96               252.07    0
## 588                     43.83  45    35684.82               129.01    0
## 589                     77.31  32    62792.43               238.10    0
## 590                     39.86  28    51171.23               161.24    0
## 591                     66.77  25    58847.07               141.13    0
## 592                     57.20  42    57739.03               110.66    0
## 593                     73.15  25    64631.22               211.12    1
## 594                     82.07  24    50337.93               193.97    0
## 595                     49.84  38    67781.31               135.24    1
## 596                     43.97  36    68863.95               156.97    1
## 597                     77.25  27    55901.12               231.38    1
## 598                     74.84  37    64775.10               246.44    1
## 599                     83.53  36    67686.16               204.56    0
## 600                     38.63  48    57777.11               222.11    0
## 601                     84.00  48    46868.53               136.21    1
## 602                     52.13  50    40926.93               118.27    1
## 603                     71.83  40    22205.74               135.48    1
## 604                     78.36  24    58920.44               196.77    1
## 605                     50.18  35    63006.14               127.82    1
## 606                     64.67  51    24316.61               138.35    1
## 607                     69.50  26    68348.99               203.84    0
## 608                     65.22  30    66263.37               240.09    1
## 609                     62.06  40    63493.60               116.27    1
## 610                     84.29  30    56984.09               160.33    1
## 611                     32.91  37    51691.55               181.02    0
## 612                     39.50  31    49911.25               148.19    1
## 613                     75.19  31    33502.57               245.76    1
## 614                     76.21  31    65834.97               228.94    1
## 615                     67.76  31    66176.97               242.59    0
## 616                     40.01  53    51463.17               161.77    0
## 617                     52.70  41    41059.64               109.34    1
## 618                     68.41  38    61428.18               259.76    0
## 619                     35.55  39    51593.46               151.18    0
## 620                     74.54  24    57518.73               219.75    0
## 621                     81.75  24    52656.13               190.08    1
## 622                     87.85  31    52178.98               210.27    1
## 623                     60.23  60    46239.14               151.54    1
## 624                     87.97  35    48918.55               149.25    1
## 625                     78.17  27    65227.79               192.27    1
## 626                     67.91  23    55002.05               146.80    1
## 627                     85.77  27    52261.73               191.78    1
## 628                     41.16  49    59448.44               150.83    1
## 629                     53.54  39    47314.45               108.03    0
## 630                     73.94  26    55411.06               236.15    1
## 631                     63.43  29    66504.16               236.75    1
## 632                     84.59  36    47169.14               241.80    1
## 633                     70.13  31    70889.68               224.98    0
## 634                     40.19  37    55358.88               136.99    0
## 635                     58.95  55    56242.70               131.29    1
## 636                     35.76  51    45522.44               195.07    0
## 637                     59.36  49    46931.03               110.84    0
## 638                     91.10  40    55499.69               198.13    1
## 639                     61.04  41    75805.12               149.21    0
## 640                     74.06  23    40345.49               225.99    0
## 641                     64.63  45    19373.75               158.80    1
## 642                     81.29  28    33239.20               219.72    0
## 643                     76.07  36    68033.54               235.56    0
## 644                     75.92  22    38427.66               182.65    0
## 645                     78.35  46    53185.34               253.48    0
## 646                     46.14  28    39723.97               137.97    1
## 647                     44.33  41    43386.07               120.63    0
## 648                     46.43  28    53922.43               137.20    1
## 649                     66.04  27    71881.84               199.76    0
## 650                     84.31  29    47139.21               225.87    0
## 651                     83.66  38    68877.02               175.14    0
## 652                     81.25  33    65186.58               222.35    1
## 653                     85.26  32    55424.24               224.07    1
## 654                     86.53  46    46500.11               233.36    0
## 655                     76.44  26    58820.16               224.20    1
## 656                     52.84  43    28495.21               122.31    0
## 657                     85.24  31    61840.26               182.84    1
## 658                     74.71  46    37908.29               258.06    1
## 659                     82.95  39    69805.70               201.29    0
## 660                     76.42  26    60315.19               223.16    1
## 661                     42.04  49    67323.00               182.11    0
## 662                     46.28  26    50055.33               228.78    1
## 663                     48.26  50    43573.66               122.45    1
## 664                     71.03  55    28186.65               150.77    0
## 665                     81.37  33    66412.04               215.04    0
## 666                     58.05  32    19373.75               195.54    1
## 667                     75.00  29    63965.16               230.36    1
## 668                     79.61  31    58342.63               235.97    0
## 669                     52.56  31    33147.19               250.36    1
## 670                     62.18  33    65899.68               126.44    0
## 671                     77.89  26    64188.50               201.54    0
## 672                     66.08  61    58966.22               184.23    1
## 673                     89.21  33    44078.24               210.53    0
## 674                     49.96  55    60968.62               151.94    1
## 675                     77.44  28    65620.25               210.39    0
## 676                     82.58  38    65496.78               225.23    1
## 677                     39.36  29    52462.04               161.79    1
## 678                     47.23  38    70582.55               149.80    1
## 679                     87.85  34    51816.27               153.01    0
## 680                     65.57  46    23410.75               130.86    0
## 681                     78.01  26    62729.40               200.71    1
## 682                     44.15  28    48867.67               141.96    1
## 683                     43.57  36    50971.73               125.20    1
## 684                     76.83  28    67990.84               192.81    0
## 685                     42.06  34    43241.19               131.55    0
## 686                     76.27  27    60082.66               226.69    1
## 687                     74.27  37    65180.97               247.05    1
## 688                     73.27  28    67301.39               216.24    1
## 689                     74.58  36    70701.31               230.52    0
## 690                     77.50  28    60997.84               225.34    1
## 691                     87.16  33    60805.93               197.15    0
## 692                     87.16  37    50711.68               231.95    1
## 693                     66.26  47    19373.75               179.04    1
## 694                     65.15  29    41335.84               117.30    0
## 695                     68.25  33    76480.16               198.86    1
## 696                     73.49  38    67132.46               244.23    0
## 697                     39.19  54    52581.16               173.05    0
## 698                     80.15  25    55195.61               214.49    0
## 699                     86.76  28    48679.54               189.91    0
## 700                     73.88  29    63109.74               233.61    0
## 701                     58.60  19    44490.09               197.93    1
## 702                     69.77  54    57667.99               132.27    0
## 703                     87.27  30    51824.01               204.27    1
## 704                     77.65  28    66198.66               208.01    0
## 705                     76.02  40    73174.19               219.55    0
## 706                     78.84  26    56593.80               217.66    1
## 707                     71.33  23    31072.44               169.40    0
## 708                     81.90  41    66773.83               225.47    0
## 709                     46.89  48    72553.94               176.78    1
## 710                     77.80  57    43708.88               152.94    0
## 711                     45.44  43    48453.55               119.27    0
## 712                     69.96  31    73413.87               214.06    1
## 713                     87.35  35    58114.30               158.29    1
## 714                     49.42  53    45465.25               128.00    1
## 715                     71.27  21    50147.72               216.03    1
## 716                     49.19  38    61004.51               123.08    0
## 717                     39.96  35    53898.89               138.52    1
## 718                     85.01  29    59797.64               192.50    0
## 719                     68.95  51    74623.27               185.85    1
## 720                     67.59  45    58677.69               113.69    0
## 721                     75.71  34    62109.80               246.06    0
## 722                     43.07  36    60583.02               137.63    1
## 723                     39.47  43    65576.05               163.48    1
## 724                     48.22  40    73882.91               214.33    0
## 725                     76.76  25    50468.36               230.77    1
## 726                     78.74  27    51409.45               234.75    0
## 727                     67.47  24    60514.05               225.05    1
## 728                     81.17  30    57195.96               231.91    1
## 729                     89.66  34    52802.58               171.23    1
## 730                     79.60  28    56570.06               227.37    1
## 731                     65.53  19    51049.47               190.17    1
## 732                     61.87  35    66629.61               250.20    1
## 733                     83.16  41    70185.06               194.95    0
## 734                     44.11  41    43111.41               121.24    1
## 735                     56.57  26    56435.60               131.98    0
## 736                     83.91  29    53223.58               222.87    0
## 737                     79.80  28    57179.91               229.88    1
## 738                     71.23  52    41521.28               122.59    0
## 739                     47.23  43    73538.09               210.87    1
## 740                     82.37  30    63664.32               207.44    0
## 741                     43.63  38    61757.12               135.25    1
## 742                     70.90  28    71727.51               190.95    0
## 743                     71.90  29    72203.96               193.29    1
## 744                     62.12  37    50671.60               105.86    1
## 745                     67.35  29    47510.42               118.69    0
## 746                     57.99  50    62466.10               124.58    0
## 747                     66.80  29    59683.16               248.51    0
## 748                     49.13  32    41097.17               120.49    0
## 749                     45.11  58    39799.73               195.69    0
## 750                     54.35  42    76984.21               164.02    0
## 751                     61.82  59    57877.15               151.93    1
## 752                     77.75  31    59047.91               240.64    1
## 753                     70.61  28    72154.68               190.12    0
## 754                     82.72  31    65704.79               179.82    0
## 755                     76.87  36    72948.76               212.59    0
## 756                     65.07  34    73941.91               227.53    1
## 757                     56.93  37    57887.64               111.80    0
## 758                     48.86  35    62463.70               128.37    1
## 759                     36.56  29    42838.29               195.89    0
## 760                     85.73  32    43778.88               147.75    1
## 761                     75.81  40    71157.05               229.19    0
## 762                     72.94  31    74159.69               190.84    0
## 763                     53.63  54    50333.72               126.29    1
## 764                     52.35  25    33293.78               147.61    1
## 765                     52.84  51    38641.20               121.57    1
## 766                     51.58  33    49822.78               115.91    0
## 767                     42.32  29    63891.29               187.09    1
## 768                     55.04  42    43881.73               106.96    1
## 769                     68.58  41    19373.75               171.54    1
## 770                     85.54  27    48761.14               175.43    1
## 771                     71.14  30    69758.31               224.82    0
## 772                     64.38  19    52530.10               180.47    1
## 773                     88.85  40    58363.12               213.96    0
## 774                     66.79  60    60575.99               198.30    1
## 775                     32.60  45    48206.04               185.47    0
## 776                     43.88  54    31523.09               166.85    1
## 777                     56.46  26    66187.58               151.63    0
## 778                     72.18  30    69438.04               225.02    0
## 779                     52.67  44    19373.75               191.26    0
## 780                     80.55  35    68016.90               219.91    0
## 781                     67.85  41    78520.99               202.70    1
## 782                     75.55  36    31998.72               123.71    1
## 783                     80.46  29    56909.30               230.78    0
## 784                     82.69  29    61161.29               167.41    1
## 785                     35.21  39    52340.10               154.00    1
## 786                     36.37  40    47338.94               144.53    1
## 787                     74.07  22    50950.24               165.43    1
## 788                     59.96  33    77143.61               197.66    0
## 789                     85.62  29    57032.36               195.68    0
## 790                     40.88  33    48554.45               136.18    1
## 791                     36.98  31    39552.49               167.87    1
## 792                     35.49  47    36884.23               170.04    0
## 793                     56.56  26    68783.45               204.47    1
## 794                     36.62  32    51119.93               162.44    1
## 795                     49.35  49    44304.13               119.86    0
## 796                     75.64  29    69718.19               204.82    1
## 797                     79.22  27    63429.18               198.79    1
## 798                     77.05  34    65756.36               236.08    0
## 799                     66.83  46    77871.75               196.17    1
## 800                     76.20  24    47258.59               228.81    1
## 801                     56.64  29    55984.89               123.24    1
## 802                     53.33  34    44275.13               111.63    1
## 803                     50.63  50    25767.16               142.23    0
## 804                     41.84  49    37605.11               139.32    0
## 805                     53.92  41    25739.09               125.46    1
## 806                     83.89  28    60188.38               180.88    1
## 807                     55.32  43    67682.32               127.65    0
## 808                     53.22  44    44307.18               108.85    0
## 809                     43.16  35    25371.52               156.11    1
## 810                     67.51  43    23942.61               127.20    0
## 811                     43.16  29    50666.50               143.04    1
## 812                     79.89  30    50356.06               241.38    1
## 813                     84.25  32    63936.50               170.90    1
## 814                     74.18  28    69874.18               203.87    0
## 815                     85.78  34    50038.65               232.78    0
## 816                     80.96  39    67866.95               225.00    1
## 817                     36.91  48    54645.20               159.69    0
## 818                     54.47  23    46780.09               141.52    0
## 819                     81.98  34    67432.49               212.88    0
## 820                     79.60  39    73392.28               194.23    0
## 821                     57.51  38    47682.28               105.71    0
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Decision trees

#data splicing
set.seed(12345)
train <- sample(1:nrow(mod_ads),size = ceiling(0.80*nrow(mod_ads)),replace = FALSE)
# training set
mod_ads_train <- mod_ads[train,]
# test set
mod_ads_test <- mod_ads[-train,]
# building the classification tree with rpart
library(rpart)

tree <- rpart(Clicked.on.Ad~.,
data=mod_ads_train,
method = "class")
# Visualize the decision tree with rpart.plot
library(rpart.plot)

rpart.plot(tree, nn=TRUE)

#Testing the model

pred <- predict(object = tree,  
                            newdata = mod_ads_test,   
                            type = "class")
#Calculating accuracy
library(caret)
## Loading required package: lattice
## 
## Attaching package: 'caret'
## The following object is masked from 'package:purrr':
## 
##     lift
conf.ads <- confusionMatrix(data = pred,
                reference = pred)
conf.ads
## Confusion Matrix and Statistics
## 
##           Reference
## Prediction   0   1
##          0  99   0
##          1   0 101
##                                      
##                Accuracy : 1          
##                  95% CI : (0.9817, 1)
##     No Information Rate : 0.505      
##     P-Value [Acc > NIR] : < 2.2e-16  
##                                      
##                   Kappa : 1          
##                                      
##  Mcnemar's Test P-Value : NA         
##                                      
##             Sensitivity : 1.000      
##             Specificity : 1.000      
##          Pos Pred Value : 1.000      
##          Neg Pred Value : 1.000      
##              Prevalence : 0.495      
##          Detection Rate : 0.495      
##    Detection Prevalence : 0.495      
##       Balanced Accuracy : 1.000      
##                                      
##        'Positive' Class : 0          
## 

The output shows that all the samples in the test dataset have been correctly classified and we’ve attained an accuracy of 100% on the test data set with a 95% confidence interval (0.9817, 1).

Class 0 on clicking on ads takes the day.