Marketing campaign evaluation in targeted display advertising

Joel Barajas, Jaimie Kwon, Ram Akella, Aaron Flores, Marius Holtan, Victor Andrei
2012 Proceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy - ADKDD '12  
In this paper, we develop an experimental analysis to estimate the causal effect of online marketing campaigns as a whole, and not just the media ad design. We analyze the causal effects on user conversion probability. We run experiments based on A/B testing to perform this evaluation. We also estimate the causal effect of the media ad design given this randomization approach. We discuss the framework of a marketing campaign in the context of targeted display advertising, and incorporate the
more » ... n elements of this framework in the evaluation. We consider budget constraints, the auction process, and the targeting engine in the analysis and the experimental set up. For the effects of this evaluation, we assume the targeting engine to be a black box that incorporates the impression delivery policy, the budget constraints, and the bidding process. Our method to disaggregate the campaign causal analysis is inspired on randomized experiments with imperfect compliance and the intention-to-treat (ITT) analysis. In this framework, individuals assigned randomly to the study group might refuse to take the treatment. For estimation, we present a Bayesian approach and provide credible intervals for the causal estimates. We analyze the effects of 2 independent campaigns for different products from the ad network for 20M+ users each campaign.
doi:10.1145/2351356.2351361 fatcat:3hdhodmi6bgbjeqmfu4hjeoy7m