├── data ├── sales.xls ├── mrtssales92-present.xls ├── 2017 Holiday 2 Results.xlsx ├── 2017 Thanksgivng Weekend Preview.xlsx ├── top_vis_online_retailers.csv ├── tgd_spending.csv ├── bf_year.csv ├── plan_2017_1.csv ├── keyword_bidding.csv ├── plan_2017_2.csv ├── plan_2017_8.csv ├── insightcenter_chart_data.csv ├── plan_2017_3.csv ├── plan_2017_5.csv ├── 2016_hol.csv ├── 2016_holiday.csv ├── plan_2017_4.csv └── plan_2017_6.csv ├── README.md ├── img └── thanksgiving_shopping_days.png ├── LICENSE ├── .gitignore └── thanksgiving_week_spending_sans_code.ipynb /data/sales.xls: -------------------------------------------------------------------------------- https://raw.githubusercontent.com/datacamp/datacamp-thanksgiving-spending/master/data/sales.xls -------------------------------------------------------------------------------- /data/mrtssales92-present.xls: -------------------------------------------------------------------------------- https://raw.githubusercontent.com/datacamp/datacamp-thanksgiving-spending/master/data/mrtssales92-present.xls -------------------------------------------------------------------------------- /data/2017 Holiday 2 Results.xlsx: -------------------------------------------------------------------------------- https://raw.githubusercontent.com/datacamp/datacamp-thanksgiving-spending/master/data/2017 Holiday 2 Results.xlsx -------------------------------------------------------------------------------- /README.md: -------------------------------------------------------------------------------- 1 | # datacamp-thanksgiving-spending 2 | How much money does America spend in the holiday season? Let's delve into the data to find out. 3 | -------------------------------------------------------------------------------- /img/thanksgiving_shopping_days.png: -------------------------------------------------------------------------------- https://raw.githubusercontent.com/datacamp/datacamp-thanksgiving-spending/master/img/thanksgiving_shopping_days.png -------------------------------------------------------------------------------- /data/2017 Thanksgivng Weekend Preview.xlsx: -------------------------------------------------------------------------------- https://raw.githubusercontent.com/datacamp/datacamp-thanksgiving-spending/master/data/2017 Thanksgivng Weekend Preview.xlsx -------------------------------------------------------------------------------- /data/top_vis_online_retailers.csv: -------------------------------------------------------------------------------- 1 | Rank Retailer Unique Visitors (millions) 2 | 1 Amazon.com 7.95 3 | 2 Walmart.com 4.15 4 | 3 Best Buy 3.75 5 | 4 Target 2.85 6 | 5 Apple 2.575 7 | -------------------------------------------------------------------------------- /data/tgd_spending.csv: -------------------------------------------------------------------------------- 1 | Year Spending Nov 1 – 26 Thanksgiving Day Spending 2 | 2014 17,273,000,000 1,009,000,000 3 | 2013 16,096,000,000 766,000,000 4 | 2012 14,266,000,000 681,000,000 5 | 2011 12,737,000,000 479,000,000 6 | 2010 11,093,000,000 407,000,000 7 | -------------------------------------------------------------------------------- /data/bf_year.csv: -------------------------------------------------------------------------------- 1 | Year In-Store Spending Online Spending Average Spent / Person 2 | 2015 67560000000 2932000000 403.35 3 | 2014 50900000000 1505000000 380.95 4 | 2013 57400000000 1351000000 407.23 5 | 2012 59100000000 1042000000 423 6 | 2011 52400000000 816000000 398 7 | 2010 50372000000 648000000 365 8 | -------------------------------------------------------------------------------- /data/plan_2017_1.csv: -------------------------------------------------------------------------------- 1 | Response,percentage 2 | "Yes",0.3639018 3 | "Maybe",0.3292967 4 | "No",0.3068015 5 | 6 | " Plan To Shop Thanksgiving Weekend (Nov-2017), Adults 18+" 7 | "Is it likely that you will go shopping Thanksgiving weekend (Thursday - Monday) either in store or online?" 8 | "Source: Monthly Consumer Survey" 9 | -------------------------------------------------------------------------------- /data/keyword_bidding.csv: -------------------------------------------------------------------------------- 1 | Rank Retailer Keyword Bidding 2 | 1 Best Buy 95 3 | 2 Kohl's 90 4 | 3 Radio Shack 88 5 | 4 Macy's 75 6 | 5 JC Penney 70 7 | 6 Sears 65 8 | 7 Kmart 60 9 | 8 Express 50 10 | 9 Nike 45 11 | 10 Overstock.com 35 12 | 13 | # Percent represents the number of times a buyers ad is displayed when the words "Black Friday" is searched 14 | -------------------------------------------------------------------------------- /data/plan_2017_2.csv: -------------------------------------------------------------------------------- 1 | ,"None" 2 | N,NA 3 | "No",72854055 4 | "Maybe",78195840 5 | "Yes",86413286 6 | 7 | " Plan To Shop Thanksgiving Weekend - Est. # Of Adults (Nov-2017)" 8 | "Is it likely that you will go shopping Thanksgiving weekend (Thursday - Monday) either in store or online?" 9 | "Source: Monthly Consumer Survey" 10 | -------------------------------------------------------------------------------- /data/plan_2017_8.csv: -------------------------------------------------------------------------------- 1 | ,"Adults 18+" 2 | N,NA 3 | "Not sure",0.1277083 4 | "Will shop ONLINE first",0.4223937 5 | "Will shop IN STORE first",0.4498979 6 | 7 | " Shop In Store Or Online First During Thanksgiving Weekend (Nov-2017)" 8 | "Yes or Maybe to shopping: Will you shop in store or will you shop online FIRST during Thanksgiving weekend?" 9 | "Source: Monthly Consumer Survey" 10 | -------------------------------------------------------------------------------- /data/insightcenter_chart_data.csv: -------------------------------------------------------------------------------- 1 | ,"Adults 18+" 2 | N,NA 3 | "I do not own either of these types of devices",0.1305694 4 | "Tablet (e.g. iPad, Surface, Kindle Fire, etc.)",0.5151793 5 | "Smartphone (e.g. iPhone, Droid, BlackBerry etc.)",0.7832665 6 | 7 | " Own Either Of The Following Devices (2016)" 8 | "Do you own either of the following devices? (Check all that apply)" 9 | "Source: Prosper Insights & Analytics" 10 | -------------------------------------------------------------------------------- /data/plan_2017_3.csv: -------------------------------------------------------------------------------- 1 | Day,Percent of people 2 | "Monday, November 27 (Cyber Monday)",0.4760282 3 | "Sunday, November 26",0.2135932 4 | "Saturday, November 25",0.4332817 5 | "Friday, November 24 (Black Friday)",0.7026269 6 | "Thanksgiving Day, November 23",0.1945143 7 | 8 | " Days Planning To Shop Adults 18+ (Nov-2017)" 9 | "Yes or Maybe to Shopping: Which of the following days do you plan to shop Thanksgiving weekend? (Check all that apply)" 10 | "Source: Prosper Insights & Analytics™, Monthly Consumer Survey" 11 | -------------------------------------------------------------------------------- /data/plan_2017_5.csv: -------------------------------------------------------------------------------- 1 | ,"Adults 18+" 2 | N,NA 3 | "I have already completed my holiday shopping",0.0517213 4 | "Other (please specify)",0.0884812 5 | "The deals aren't good enough",0.1066474 6 | "I can get good deals all season long",0.1275068 7 | "I never shop during Thanksgiving weekend",0.5117507 8 | "I don't enjoy the experience",0.5243141 9 | 10 | " Why Won't You Be Shopping Over Thanksgiving Weekend (Nov-2017)" 11 | "No to shopping: Why won't you be shopping over Thanksgiving weekend either in store or online? (Check all that apply)" 12 | "Source: Monthly Consumer Survey" 13 | -------------------------------------------------------------------------------- /data/2016_hol.csv: -------------------------------------------------------------------------------- 1 | Sector Holiday Sales TOTAL % Annual From Holiday 2 | Furniture and home furnishings stores 20.9 110.5 18.9 3 | Electronics and appliance stores 21.7 97.6 22.2 4 | Building mat. and garden equip. and supplies dealers 56.2 350.5 16.0 5 | Food and beverage stores 123.5 701.6 17.6 6 | Health and personal care stores 57.4 329.2 17.4 7 | Clothing stores 40.7 186.7 21.8 8 | Shoe stores 7.3 36.1 20.1 9 | Jewelry stores 9.4 32.9 28.6 10 | Sporting goods, hobby, book, and music stores 19.4 88.5 21.9 11 | Department stores (excl. L.D) 36.7 154.7 23.7 12 | Discount dept. stores (excl. L.D) 22.1 98.2 22.5 13 | Warehouse clubs and superstores 86.6 450.6 19.2 14 | Electronic shopping and mail-order houses 110.3 490.9 22.5 15 | -------------------------------------------------------------------------------- /data/2016_holiday.csv: -------------------------------------------------------------------------------- 1 | Sector, Holiday Sales, TOTAL, % Annual From Holiday 2 | Furniture and home furnishings stores, $20.9, $110.5, 18.9% 3 | Electronics and appliance stores, $21.7, $97.6, 22.2% 4 | Building mat. and garden equip. and supplies dealers, $56.2, $350.5, 16.0% 5 | Food and beverage stores, $123.5, $701.6, 17.6% 6 | Health and personal care stores, $57.4, $329.2, 17.4% 7 | Clothing stores, $40.7, $186.7, 21.8% 8 | Shoe stores, $7.3, $36.1, 20.1% 9 | Jewelry stores, $9.4, $32.9, 28.6% 10 | Sporting goods hobby book and music stores, $19.4, $88.5, 21.9% 11 | Department stores (excl. L.D), $36.7, $154.7, 23.7% 12 | Discount dept. stores (excl. L.D), $22.1, $98.2, 22.5% 13 | Warehouse clubs and superstores, $86.6, $450.6, 19.2% 14 | Electronic shopping and mail-order houses, $110.3, $490.9, 22.5% 15 | -------------------------------------------------------------------------------- /data/plan_2017_4.csv: -------------------------------------------------------------------------------- 1 | ,"Adults 18+" 2 | N,NA 3 | "Other (please specify)",0.0150927 4 | "I wanted to see was the fuss is about",0.0469687 5 | "It's a people watching event",0.0855868 6 | "I like to finish my holiday shopping over Thanksgiving weekend",0.1054969 7 | "It's a group activity with friends/family",0.1829154 8 | "I like to start my holiday shopping over Thanksgiving weekend",0.228646 9 | "It's something to do over the holiday weekend",0.2338767 10 | "It's tradition; I shop Thanksgiving weekend all/most years",0.2610415 11 | "The deals are too good to pass up",0.6632938 12 | 13 | " Why Do You Plan To Shop Over Thanksgiving Weekend (Nov-2017)" 14 | "Yes or Maybe to shopping: Why do you plan to shop over Thanksgiving weekend either in store or online? (Check all that apply)" 15 | "Source: Monthly Consumer Survey" 16 | -------------------------------------------------------------------------------- /data/plan_2017_6.csv: -------------------------------------------------------------------------------- 1 | ,"Adults 18+" 2 | N,NA 3 | "Other",0.0135391 4 | "To support a special cause or event",0.0495904 5 | ""Limited-time" merchandise",0.0528144 6 | "The option to buy or reserve an item online to pick it up in store",0.0686434 7 | "A gift with purchase offer",0.0782841 8 | "If the best deals lasted all day long",0.0888103 9 | "An online or in store event",0.0954012 10 | "If a family member or friend invited me/wanted me to go",0.1080333 11 | "If I could know for sure the items I wanted would be available",0.150404 12 | "A free shipping offer",0.159512 13 | "A sale or discount on an item I want",0.2661782 14 | "Nothing would change my mind about shopping over Thanksgiving weekend",0.4639074 15 | 16 | " What Would Convince You To Shop Over Thanksgiving Weekend (Nov-2017)" 17 | "No to shopping: What would convince you to shop over Thanksgiving weekend either in store or online? (Check all that apply)" 18 | "Source: Monthly Consumer Survey" 19 | -------------------------------------------------------------------------------- /LICENSE: -------------------------------------------------------------------------------- 1 | MIT License 2 | 3 | Copyright (c) 2017 DataCamp 4 | 5 | Permission is hereby granted, free of charge, to any person obtaining a copy 6 | of this software and associated documentation files (the "Software"), to deal 7 | in the Software without restriction, including without limitation the rights 8 | to use, copy, modify, merge, publish, distribute, sublicense, and/or sell 9 | copies of the Software, and to permit persons to whom the Software is 10 | furnished to do so, subject to the following conditions: 11 | 12 | The above copyright notice and this permission notice shall be included in all 13 | copies or substantial portions of the Software. 14 | 15 | THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR 16 | IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY, 17 | FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. 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At this time of year, consumerism is famous for running rampant in the United States of America (USA). But how much does the USA actually spend in holiday season, defined as the time from Thanksgiving until the end of the year? How much money is spent from Thanksgiving through to Cyber Monday? \n", 8 | "\n", 9 | "Before diving into the money spent Thanksgiving through to Cyber Monday, let's look at how much money the USA collectively spends in retail each month from the end of 2013 up until now." 10 | ] 11 | }, 12 | { 13 | "cell_type": "markdown", 14 | "metadata": {}, 15 | "source": [ 16 | "## How much does America spend on retail?" 17 | ] 18 | }, 19 | { 20 | "cell_type": "markdown", 21 | "metadata": {}, 22 | "source": [ 23 | "Here, you can see the amount that was spent in the USA each month over the past several years. Note that the data, taken from [YCharts](https://ycharts.com/indicators/retail_sales), is seasonally adjusted so we won't yet see increases over the holiday period in November and December:\n", 24 | " \n", 25 | "" 26 | ] 27 | }, 28 | { 29 | "cell_type": "markdown", 30 | "metadata": {}, 31 | "source": [ 32 | "## Spending more than doubles in holiday season" 33 | ] 34 | }, 35 | { 36 | "cell_type": "markdown", 37 | "metadata": {}, 38 | "source": [ 39 | "To check out specific spending over the holiday season, let's zoom into 2016 and look at how much money was spent across several industries over the holiday season in 2016 and over the year in total. Remember that the holiday season is defined as the time from Thanksgiving until the end of the year, that is, from November 24 until December 31st, that is, approximately 10% of the days in the year. The data that was used to generate the graphic below is from the [National Retail Foundation](https://nrf.com/media/press-releases/nrf-forecasts-holiday-sales-increase-between-36-and-4-percent) (NRF).\n", 40 | "\n", 41 | "" 42 | ] 43 | }, 44 | { 45 | "cell_type": "markdown", 46 | "metadata": {}, 47 | "source": [ 48 | "You can not only see that annual spending is dominated by 'Food & Beverage', 'Electronic & mail-order shopping', 'Warehouse clubs and superstores' and 'Building and garden supplies', but you also get an idea of the order of magnitude spent on these each year, for example, over $700 billion on 'Food & beverage'. More interestingly, you can also see that the amount of money spent on 'Food & beverage' over the holiday season was more than the amount spent on 'Furniture' throughout the whole of 2016, along with several other sectors.\n", 49 | "\n", 50 | "The trillion dollar question (not quite) still remains: _how much do holiday season sales account for of total annual sales_? The figure below will show you across all these sectors. The black dotted line is 10%, which is the percentage of days accounted for by from Thanksgiving until the end of the year.\n", 51 | "\n", 52 | "" 53 | ] 54 | }, 55 | { 56 | "cell_type": "markdown", 57 | "metadata": {}, 58 | "source": [ 59 | "In 8 of 13 sectors, over 20% of annual spending occurs in the holiday season, over double the amount you would expect purely from the count of days. In all sectors, over 15% of annual spending occurs in the holiday season. " 60 | ] 61 | }, 62 | { 63 | "cell_type": "markdown", 64 | "metadata": {}, 65 | "source": [ 66 | "The National Retail Federation announced [last month](https://nrf.com/media/press-releases/nrf-forecasts-holiday-sales-increase-between-36-and-4-percent) that it expects holiday retail sales in November and December – excluding automobiles, gasoline and restaurants – to increase between 3.6 and 4 percent for a total of 678.75 billion to 682 billion dollars, up from 655.8 billion last year." 67 | ] 68 | }, 69 | { 70 | "cell_type": "markdown", 71 | "metadata": {}, 72 | "source": [ 73 | "## Spending over Thanksgiving weekend" 74 | ] 75 | }, 76 | { 77 | "cell_type": "markdown", 78 | "metadata": {}, 79 | "source": [ 80 | "You have just seen how serious holiday season spending can get. As we're coming out of Thanksgiving weekend, let's now zoom into historical data from the NRF as to when shoppers prefer to shop over this period: Thanksgiving Day, Black Friday, Small Business Saturday or Sunday (which seems to not be named yet). Soon you'll see what happens on Cyber Monday. The figure below is from the [NRF's 2015 _Holiday Trends and Expectations Holiday Survival Kit_ ](https://nrf.com/sites/default/files/2015%20NRF%20HSK_102015_Final.pdf) (opens a pdf)." 81 | ] 82 | }, 83 | { 84 | "cell_type": "markdown", 85 | "metadata": {}, 86 | "source": [ 87 | "" 88 | ] 89 | }, 90 | { 91 | "cell_type": "markdown", 92 | "metadata": {}, 93 | "source": [ 94 | "Black Friday is the clear winner! We're still waiting for the data to come through for 2017 and, in fact, as [FiveThirtyEight reports](https://fivethirtyeight.com/features/black-friday-sales-numbers-are-useless-and-wrong/?ex_cid=story-twitter), we will need to wait some time as early estimates are notoriously wrong, but the NRF attempts to predict Thanksgiving weekend shopping each year by doing a nationwide survey. According to their survey, over a third of America said they would go shopping over the weekend.\n", 95 | "\n", 96 | "" 97 | ] 98 | }, 99 | { 100 | "cell_type": "markdown", 101 | "metadata": {}, 102 | "source": [ 103 | "Of those who responded that they will go shopping, 66.3% said that the deals were too good to miss out on. Of those that won't go shopping, 52.4% said that they don't enjoy the experience. Even more telling is that, of those that said they wouldn't go shopping, when asked \"What Would Convince You To Shop Over Thanksgiving Weekend either in store or online?\", 46.4% said \"Nothing would change my mind about shopping over Thanksgiving weekend\"." 104 | ] 105 | }, 106 | { 107 | "cell_type": "markdown", 108 | "metadata": {}, 109 | "source": [ 110 | "And which days do they plan to shop on?\n", 111 | "\n", 112 | "" 113 | ] 114 | }, 115 | { 116 | "cell_type": "markdown", 117 | "metadata": {}, 118 | "source": [ 119 | "Notice that the bars add up to more than 100% (they actually add up to more than 200%). This is because many people will go shopping on several days. Black Friday is the most popular, with 70% of respondees shopping then." 120 | ] 121 | }, 122 | { 123 | "cell_type": "markdown", 124 | "metadata": {}, 125 | "source": [ 126 | "## How much does American spend on Black Friday?" 127 | ] 128 | }, 129 | { 130 | "cell_type": "markdown", 131 | "metadata": {}, 132 | "source": [ 133 | "You've seen that Black Friday is the the most popular day for shopping across Thanksgiving Weekend. But how much do people actually spend on Black Friday? Let's delve into how much money Black Friday is actually worth; The data of this graph is from [Statistics Brain](https://www.statisticbrain.com/black-friday-yearly-spending/).\n", 134 | "\n", 135 | "" 136 | ] 137 | }, 138 | { 139 | "cell_type": "markdown", 140 | "metadata": {}, 141 | "source": [ 142 | "" 143 | ] 144 | }, 145 | { 146 | "cell_type": "markdown", 147 | "metadata": {}, 148 | "source": [ 149 | "From the above, you can see that the amount spent in-store is around 50 times more than that spent online. However, is that proportion increasing? Let's check out the percentage of Black Friday sales that were made online up until 2015:\n", 150 | "\n", 151 | "" 152 | ] 153 | }, 154 | { 155 | "cell_type": "markdown", 156 | "metadata": {}, 157 | "source": [ 158 | "The proportion of online sales is definitely increasing. Let's now have a look at which online retailers do the best on Black Friday: do you have any ideas?" 159 | ] 160 | }, 161 | { 162 | "cell_type": "markdown", 163 | "metadata": {}, 164 | "source": [ 165 | "## Which online retailers get the most unique visitors?\n", 166 | "\n", 167 | "" 168 | ] 169 | }, 170 | { 171 | "cell_type": "markdown", 172 | "metadata": {}, 173 | "source": [ 174 | "Amazon has around double the number of unique visitors than Walmart, which comes in at second place. Could this be because Walmart buys more online ads than Walmart? Let's investigate this by looking at which retailers spend the most money on Black Friday on the Google Keyword _Black Friday_?\n", 175 | "\n", 176 | "" 177 | ] 178 | }, 179 | { 180 | "cell_type": "markdown", 181 | "metadata": {}, 182 | "source": [ 183 | "Amazon isn't even in the top ten retailers in terms of ads bought and they still dominate the online retail market. We can't wait to check out what really went down in retail, online and in-store, over Thanksgiving weekend in 2017. How much did you spend over Thanksgiving weekend, 2017?\n", 184 | "\n", 185 | "This post was generated from a Jupyter Notebook; You can find it in [this repository](https://github.com/datacamp/datacamp-thanksgiving-spending). If you have any thoughts, responses and/or ruminations, feel free to reach out to me on twitter: [@hugobowne](https://twitter.com/hugobowne)." 186 | ] 187 | } 188 | ], 189 | "metadata": { 190 | "kernelspec": { 191 | "display_name": "Python 3", 192 | "language": "python", 193 | "name": "python3" 194 | }, 195 | "language_info": { 196 | "codemirror_mode": { 197 | "name": "ipython", 198 | "version": 3 199 | }, 200 | "file_extension": ".py", 201 | "mimetype": "text/x-python", 202 | "name": "python", 203 | "nbconvert_exporter": "python", 204 | "pygments_lexer": "ipython3", 205 | "version": "3.6.3" 206 | } 207 | }, 208 | "nbformat": 4, 209 | "nbformat_minor": 2 210 | } 211 | --------------------------------------------------------------------------------