Cross channel by r
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Cross channel by r

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I talked about using advanced time series methods to analyze cross channel advertising problems, like attribution analysis, cross channel budge allocation. I added an empirical study to analyze TV......

I talked about using advanced time series methods to analyze cross channel advertising problems, like attribution analysis, cross channel budge allocation. I added an empirical study to analyze TV advertising and Search Advertising.

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  • How long it takes to convertWhich Ads they clickedWhich Ads they have been shown.Which Keywords people searched.

Transcript

  • 1. Cross Channel by
    Zhou Yu
    Business Analyst
    Efficient Frontier
  • 2. Before Crossing Channels
    ORGANIC
    Natural Search
    Google
    Email
    Revenue
    • Single Channel Efficient Frontier
    Cost
  • 3. Why Crossing Channels
    Interactive Effect
    Attribution Analysis
    Optimize budget across Channels
    Revenue
    SEM Spend
    Cost
    TV Spend
  • 4. How to Cross Channels: SVAR Model (Package vars)
    Auto Regression
    Vector Auto Regression
    Interactive Relation
    SVAR:
    Contemporary Impact
  • 5. An Empirical Study
    TV Spending
    SEM Spending, Clicks
    Total Revenue
  • 6. How they interact: Impulse Response Function
    Impulse of Search
    Impulse of TV
    SEM Spend
    TV Spend
    Time Period (Weeks)
    Time Period (Weeks)
    • TV has an effect on search spend while search spend doesn’t have significant effect on TV.
  • Prediction
    Incorporate two channels’ information to make prediction
  • 7. Attribution Analysis: A little Math
    Goal
    Model
    Results
  • 8. Optimal Budget Allocation
    Goal
    Model
    SEM Spend
    Results
    TV Spend
  • 9. Cross Channels by
    Zhou Yu
    Business Analyst
    Efficient Frontier
    Thank You!