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Linear Regression Analysis and Modelling at MeasureCamp Amsterdam 2019


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My very short presentation of multiple linear regression analysis and modelling done with, during MeasureCamp Amsterdam 2019.

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Linear Regression Analysis and Modelling at MeasureCamp Amsterdam 2019

  1. 1. Linear regression analysis and modelling #MeasureCampNL – April 13, 2019 @mertanen
  2. 2. Short history Petri Mertanen • BBA – Marketing, Specialist Qualification in Management • (Digital) Analytics exprerience since 2005 • Lecturer of Aalto University 2017-2018 • Certifications: • Elements of Artificial Intelligence: • Statistical thinking for Data Science and Analytics: • Google Analytics Individual Qualification, Google Ads Fundamentals, Google Tag Manager Fundamentals, Introduction to Data Studio • Econometrics Course at Aalto University • Marketing Analytics (slides by Aalto University) • MeasureCamp Amsterdam 2017: Predictive Conversion Modelling • MeasureCamp Amsterdam 2018: From Digital Attribution to Marketing Mix Modelling
  3. 3. About linear regression • In statistics, linear regression is a linear approach to modelling the relationship between a response (objective) and one or more explanatory variables. • The case of one explanatory variable is called simple linear regression. For more than one explanatory variable, the process is called multiple linear regression. • Basically, we want to explain (mathematically) what things (variables or parameters) cause the certain outputs. • • Linear regression is well known algorithm for supervised learning. • This technique is widely applied across industries and is simple to understand, allowing for high interpretability. • Linear Regression is commonly used for analyzing biological systems, marketing and product performance, market research studies, sales forecasting, and stock market predictions. •
  4. 4. About the case and data preparation • Major “healthcare” player in Finland. • 46 % of bookings come from online. • Mostly used paid search (Google Ads), Facebook and display as digital advertising channels. • Paid search being clearly the biggest channel according to money spent. • Data collected during Q1/2019 on daily level. • You can do the data cleaning manually in Excel. • Or you can automate the data collection, for example with Supermetrics (from Finland!).
  5. 5. Multiple linear regression analysis in Excel
  6. 6. Single linear regression chart in Excel
  7. 7. Platforms for AI and ML
  8. 8. Different options to connect data source(s)
  9. 9. 1-click dataset
  10. 10. Dataset
  11. 11. 1-click or configured Linear Regression
  12. 12. Linear Regression chart
  13. 13. Linear Regression table
  14. 14. 1-click dataset
  15. 15. Yhteystiedot Petri Mertanen Analytics Consultant Mobile: +358 400 792 616 Sosiaalinen media: