Measuring Performance of Online Advertising Channels

Matthews, James (2014) Measuring Performance of Online Advertising Channels. Diploma thesis, Dublin, National College of Ireland.

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Online advertising has seen an exponential growth over the past eight years and continues to be one of the fastest-growing advertising mediums. In 2013 online advertising surpassed newspaper advertising to become the world’s second-largest ad medium after television. Monitoring the actual performance of online advertising is becoming a key challenge for advertisers, whom are faced with an astounding volume of generated data and have highlighted a need for transparent and comparable information.

The author created an analysis methodology and framework that allows a business to conclusively measure the performance of their online advertising channels in generating goal orientated conversions. Analysis activities was conducted against a dataset of circa 4.5 million page views. A deep dive analysis was conducted to identify the web traffic mediums and the associated dimensions that result in goal orientated conversions. Time series and Cohort analysis was conducted to identify the most effective online channels and their groupings that are driving business growth within the online environment.

The framework also contains a predictive modelling element that allows advertisers to forecast the required traffic volumes needed in order to achieve a goal conversion target. Based on the results and findings from the deep dive, time series and cohort analysis a set of actionable metrics was selected and presented in a KPI reporting dashboard.

Item Type: Thesis (Diploma)
Subjects: Q Science > QA Mathematics > Electronic computers. Computer science
T Technology > T Technology (General) > Information Technology > Electronic computers. Computer science
Divisions: School of Computing > Higher Diploma in Science in Data Analytics
Date Deposited: 15 Dec 2014 11:46
Last Modified: 15 Dec 2014 11:46

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