ONLINE EXPERIMENT ANALYSIS: MEASURING THE RETURN ON DISPLAY ADVERTISING Purpose: This assignment enables you to...

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● ● ONLINE EXPERIMENT ANALYSIS: MEASURING THE RETURN ON DISPLAY ADVERTISING ● Purpose: This assignment enables you to demonstrate the financial outcomes of advertising Skills and knowledge: after completing this assignment, you will have a comprehensive understanding of online experimentation and return on investment, and will practice conducting and interpreting regression analysis Assignment Information: You are tasked with calculating return on investment (ROI) for the display advertising campaign run by a fashion brand on a popular news media website. The company purchased a placement on the website for one month at CPM = $6 and conducted a placebo AB-test so that most of the website visitors (test group) were exposed to their ad banner, whilst ~ 4% (control group) were seeing a public service announcement • The question is, did the ad increase their sales and by how much? • Data set description: the data lists some of the users who visited the news media website during that month. For each customer, the following information is provided: • test (0,1) - whether the customer has been exposed to the ad (1) or a PSA (0) • revenue (0..355) - how much money the user spent with the brand at that period frequency (0,299) - how many times the customer has been exposed to the ad. Frequency capped at 299. weekday (1,7) - day of the week the customer has been exposed to the brand ads most often ● ● ONLINE EXPERIMENT ANALYSIS: MEASURING THE RETURN ON DISPLAY ADVERTISING ● Purpose: This assignment enables you to demonstrate the financial outcomes of advertising Skills and knowledge: after completing this assignment, you will have a comprehensive understanding of online experimentation and return on investment, and will practice conducting and interpreting regression analysis Assignment Information: You are tasked with calculating return on investment (ROI) for the display advertising campaign run by a fashion brand on a popular news media website. The company purchased a placement on the website for one month at CPM = $6 and conducted a placebo AB-test so that most of the website visitors (test group) were exposed to their ad banner, whilst ~ 4% (control group) were seeing a public service announcement • The question is, did the ad increase their sales and by how much? • Data set description: the data lists some of the users who visited the news media website during that month. For each customer, the following information is provided: • test (0,1) - whether the customer has been exposed to the ad (1) or a PSA (0) • revenue (0..355) - how much money the user spent with the brand at that period frequency (0,299) - how many times the customer has been exposed to the ad. Frequency capped at 299. weekday (1,7) - day of the week the customer has been exposed to the brand ads most often

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Online Experiment Analysis Measuring the Return on Display Advertising Introduction The purpose of this assignment is to demonstrate the financial outcomes of advertising skills and knowledge After co... View the full answer