Advertising on the Internet
SVMTorch: support vector machines for large-scale regression problems
The Journal of Machine Learning Research
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In this paper, we investigate how offline advertising, by means of TV and radio, influences online search engine advertisement. Our research is based on the search engine-driven conversion actions of a 2012 marketing campaign of the potato chips manufacturer Lays. In our analysis we use several models, including linear regression (linear model) and Support Vector Regression (non-linear model). Our results confirm that offline commercials have a positive effect on the number of conversion actions from online marketing campaigns. This effect is especially visible in the first 50 minutes after the advertisement broadcasting.