Marketing Campaign Conversion Values Prediction

The dataset contains information about advertising campaigns, including metrics such as impressions, click-through rate (CTR), spend, likes, shares, comments, channel, campaign, location, device and total conversion value. Total conversion value represents the monetary value generated from the advertising efforts. This dataset is significant for businesses as it provides insights into the effectiveness of different advertising channels and strategies in driving conversions and revenue.

Data Cleaning and Model Building: Github

Key Observations:

1.Geographic Performance:

• Manchester: Holds the highest conversion values despite having the same number of campaigns as other cities.
• London: Records the lowest conversion values and Return on Investment (ROI).
• Birmingham: Shows the highest ROI, indicating a significant potential for growth in conversion values. Allocating more resources to campaigns in Birmingham may help maximize conversion rates and revenue.

2.Seasonal Performance:

Summer Campaigns: Generate the lowest conversion values and ROI across all channels. Further exploration is needed to determine if the content of the ads or other factors contribute to this trend.

3.Influential Advertising Metrics:

• Key advertising metrics significantly influencing total conversion values include conversions, locations, campaign season, channel device, and whether the ad contains information about discounts.
• Ads on Instagram and Pinterest, as well as ads containing information about discounts, are most positively correlated with total conversion values. Allocating more resources to campaigns on these platforms and those offering discounts can enhance conversion rates and revenue.

Recommendations

1.Resource Allocation

Ad on Instagram and Pinterest and ad containing information about discounts are most positively correlated with total conversion values. Therefore, by allocating more resources to campaigns on Instagram and Pinterest and to campaigns that offer discounts, the company can maximize conversion rates and revenue.

2.Performance Monitoring

The developed predictive model can be used for ongoing performance monitoring and evaluation of advertising campaigns. By continuously monitoring key metrics and comparing them against predicted conversion values, the company can identify underperforming campaigns and make timely adjustments to improve outcomes.