Statistic Modelling of the Influence of Advertising on Users’ Actions

The study describes the characteristics of the modern advertising market, describes the main patterns of user's behavior, and provides the analysis of important research in this area. As a result, we obtained statistically significant estimate of the impact of online and offline promotion channels on user actions on the Internet. The instantaneous effect of TV ads and push notifications on the frequency of app openings was evaluated and qualitative conclusions were obtained about the characteristics of the most suitable advertising messages. The obtained results of time series modeling showed that online promotion channels have a positive effect on both registrations and orders. The largest contribution on the increase in orders is the factor of discounts on food orders. At the time of the launch of advertising on TV, there is an increase in organic registrations by an average of 9%. Estimate of the instant effect of advertising on opening the app showed that TV and push notifications create additional traffic to the app.