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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.

Published in: Business

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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!