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 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.
  • Cross channel by r

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

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