UDC 004.02
DOI: 10.36871/2618-9976.2021.03.001
Authors
Mordacheva Anastasia Sergeevna
Master student, Narxoz University, Almaty, Republic of Kazakhstan
Uandykova Mafura Kusmanovna
Candidate of Economics Sciences, Professor, Narxoz University, Almaty, Republic of Kazakhstan
Abstract
Conversion in advertising – the ratio of the number of ad impressions
to the number of hits to the advertiser; Conversion
in Internet marketing is the ratio of site visitors who performed
the desired action (clicked on a link, voted, bought) to the total
number of site visitors. As a result of the work of an advertising
company, many indicators are recorded in an organization.
The datasets collected in this way can be further processed
by means of mathematical modeling and tools for working with
big data. The result is unique predictive and classification models
that are the physical representation of error correction.
The current work presents econometric data analysis using
the RStudio
correlation and regression analysis tools. As a result,
it is expected to obtain a model for assessing the results
of advertising campaigns or their intermediate stages for the
prompt adjustment of the product promotion policy. Data analysis
collected during the period of advertising campaigns is an indepth
study of advertising using web analytics and established
metrics. Tools such as Google Adwords or Yandex.Direct provide
a number of tools for analyzing the effectiveness of advertising
for company products (in our case, these are educational services)
on the Internet.
Keywords
Conversion
Advertising
Dataset
Modeling
RStudio
Regression analysis
