衡量电视广告立即影响的综合框架:电视影响
Afra Arslan1, Koray Tecimer1, Hacer Turgut1
1Research and Development Center, iLab, 34736 Istanbul, Turkey.
Entropy (Basel, Switzerland)
|February 23, 2024
概括
本研究介绍了TV-Impact,这是衡量电视广告对网站流量影响的新框架. 该模型提高了广告预算的分配,并增加了在线流量,作为一个有价值的决策支持工具.
科学领域:
- 营销 营销 分析 分析
- 时间序列分析 时间序列分析
- 因果推理因果推理
背景情况:
- 衡量电视广告 (电视广告) 对网络流量的直接影响是复杂的.
- 现有研究通常使用有限的案例研究或基本回归模型.
- 需要一个全面的框架来评估电视广告的有效性.
研究的目的:
- 引入TV-Impact框架,用于测量电视广告对在线流量的影响.
- 开发用于控制混变量和分析广告影响的新方法.
- 为广告策略提供有效的决策支持系统.
主要方法:
- 使用贝叶斯的结构时间序列模型 (因果影响).
- 开发了一个动态算法来选择不受电视广告影响的控制变量.
- 引入了"组广告"概念,并使用随机森林回归器进行冲击分解.
主要成果:
- 电视影响框架成功应用于土耳其风险投资公司的数据.
- 该模型对电视广告预算分配策略产生了积极的影响.
- 由电视广告驱动的网站流量增加.
结论:
- 电视影响提供了一种全面的方法来衡量电视广告的有效性.
- 该框架改善了广告预算的分配,并推动了网站流量.
- 电视影响作为企业的有效决策支持系统.
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