Measuring the effectiveness of display advertising: a time series approach
Proceedings of the 20th international conference companion on World wide web
Proceedings of the 20th international conference on World wide web
Marketing campaign evaluation in targeted display advertising
Proceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy
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We perform a randomized experiment to estimate the effects of a display advertising campaign on online user conversions. We present a time series approach using Dynamic Linear Models to decompose the daily aggregated conversions into seasonal and trend components. We attribute the difference between control and study trends to the campaign. We test the method using two real campaigns run for 28 and 21 days respectively from the Advertising.com ad network.