ANALYSIS OF EFFECTIVENESS OF AN ONLINE ADVERTISING CAMPAIGN

摘要

According to a first aspect, there is provided an advertising campaign analyser comprising: at least one processor; and at least one memory including computer program code; an input port coupled to the processor; the at least one memory and the computer program code configured to, with the at least one processor, cause the analyser at least to: receive, through the input port, advertising campaign data extracted from a response to advertising material belonging to an online advertising campaign, the advertising campaign data comprising at least one recipient account to which the advertising material is delivered; receive, through the input port, payment data generated from purchases made at a merchant participating in the online advertising campaign; analyse the received advertising campaign data and the received payment data to identify data fields from the received payment data that establishes a correlation to the at least one recipient account from the received advertising campaign data; generate statistical data related to purchases attributable to the online advertising campaign, the attribution being based at least partially on a degree of the established correlation; and compile a report containing one or more of the generated statistical data.