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Title:
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MULTIVARIANT ANALYSIS IN VIDEO AD MARKETING CAMPAIGNS FOR WEB TRAFFIC QUALITY OPTIMIZATION |
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Author(s):
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Marta López and Fernando Perales |
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ISBN:
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978-989-8704-44-3 |
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Editors:
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Hans Weghorn and Pedro Isaias |
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Year:
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2022 |
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Edition:
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Single |
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Keywords:
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Video Ad Marketing, Quality Prediction, Data Preparation, Multi-Variant Analysis, Digital Marketing, Web Traffic |
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Type:
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Full Paper |
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First Page:
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173 |
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Last Page:
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180 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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In digital marketing, performance can be used to determine which variables affect the quality of web traffic. There are different ways of collecting data, which allows us to enrich our data and gives us a lever to generate new ways of looking at and dealing with information. And yet, the large amount of data, the daily variation and the different level of granularity require dedicated data preparation. Our data will require prior preparation and cleaning, in order to be able to develop the multivariate and correlation analysis through the Cramer's V-diagram. Our objective, to analyze traffic quality, a parameter that is not only used by companies to verify the suitability of the audience concerned but is also directly related to the bandwidth awareness and profitability of video advertising campaigns. Analytical identification of the variables that most affect traffic quality can be used to optimize both marketing campaign structure and bidding strategy. |
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