Browsing by Author "Rentola, Olli"
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- Analyses of Online Advertising Performance Using Attribution Modeling
Perustieteiden korkeakoulu | Master's thesis(2014-08-19) Rentola, OlliThe importance for data-driven planning in online advertising has become a significant factor for marketers. Advancements in data collection technologies have provided marketers the prerequisites for thorough analyses of the impacts of online marketing activities and most often attribution models are used to evaluate the performance. An attribution model defines the contribution of advertising channels in inducing conversions among customers i.e. purchase decisions. This Thesis proposes a framework for online advertising performance analysis and budget optimization using such techniques. The empirical analysis is conducted with clickstream data collected across multiple websites using cookies. We use binary logistic regression model to classify customers to converters and to non-converters. To evaluate the cost performance of a channel, we present a metric that is based on the expected cost of conversions. The logistic regression model is estimated with and without bootstrap aggregation. The coefficients are averaged over 100 iterations and the posterior distribution of conversions is ensured in training samples. The results suggest that the probability of conversion is highest at the first banner impression. Moreover, the search engines are significantly more efficient in inducing conversions than banners and direct traffic, but banner impressions increase the traffic of other channels. Last, the joint effects of advertisements were found beneficial. While the research objectives of this Thesis were achieved, further research is required to improve the results of the proposed framework. Nevertheless, this study provides solid results for online marketing planners and means to optimize the online marketing activities in terms of budget allocation. - Stochastic optimization in tactical supply chain risk management
Perustieteiden korkeakoulu | Bachelor's thesis(2013-05-28) Rentola, Olli