Firm marketing strategy based on analysis of advertising campaigns

摘要

The main goal of this article is to identify the factors influencing the success of internet advertising actions. Factors that affect sales were identified by econometrics analysis. We used data from past campaigns. Based on modelling, recommendations are created for optimal campaign length and timing. The analysis also identifies which factors are most reflected in sales, and therefore they are factors that the marketing department of the business should focus on. We have found the timing of the campaign is important; it makes no sense to make long-term campaigns. Much greater success had campaigns with simple graphics.