Investments in both paid and organic search are crucial for the today’s online retailer. In this project, it is analyzed how consumers respond to organic and paid search advertising and gain insight into the interrelationship between these online marketing channels. The interaction effects between paid and organic search and the conversion probability based on clickstream data are utilized by applying a binary logit model and Markov-Chain- Monte-Carlo techniques.
- Clone this repository to your computer.
- R packages
bayesmandROCRrequired for execution of script. - Note that the provided data is no real world data. Because of confidential issues, it is not possible to provide real data; the data in this repository is therefore artifical.
- For more accurate results, adjust the burn-in period and number of MCMC iterations.