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Datamining. Algorithm and Methodology Optimisation.

Student: Anastasiia Kadyrkina

Supervisor:

Faculty: Faculty of Management

Educational Programme: Marketing (Master)

Year of Graduation: 2021

In this paper, an approach to analyzing campaign data and increasing its efficiency was considered in order to optimize advertising placement for a car dealer. The study identified the features of ppc advertising, key industry metrics and features of the auto industry. For further analysis, end-to-end analytics was developed for the client, which helped to accumulate data from advertising accounts, web analytics and call tracking systems. Data analysis was carried out in the following sections: traffic source, device type, advertising campaign strategy, advertising campaign type, semantic core type. As a result of the data obtained, a strategy for optimizing advertising placement was formed and implemented.

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