Customer Churn and Retention Management in Multimedia Platforms

Student: Kuzmin Kirill

Supervisor: Andrey Saltan

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Economics (Bachelor)

Year of Graduation: 2020

In my work, I consider various ways to monetize and promote Youtube channels and determine the best methods to achieve these goals. One of the main tasks will be to analyze the main strategies for promoting commercial channels on YouTube. I’ll look at the existing types of monetization and find out how they are applicable specifically for commercial channels on YouTube. During the work, the data of advertising campaigns in Google Ads, as well as internal YouTube statistics for all videos and channels in general for a certain period of time will be analyzed. Thus, I will apply econometric analysis. The result of the study will determine the optimal strategy and types of video content.

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