Code: EDI-2018-3-JOT_1

Domain: Internet & Media

Summary

Identify behaviour patterns in digital campaigns through searches on the web. Analysing which keywords are used by users and the volume they have, trying to define future impacts.

Proposed by

Jot Internet Media España SL is a marketing online company with a worldwide presence through the Internet that generates qualified traffic for their customers.

Description

It is clearly stated that the searching terms and the interest people look for in internet is highly affected by external factors, generating that some digital campaigns have unexpected higher impact.

There are many reasons that cause different searches to appear, such as the location, the month of the year, external events or the category they belong to. This challenge tries to identify those causes and to define some patterns that help the online account managers to take advantage of this knowledge and to add these behaviours in their optimization actions. 

The goal of the challenge is the identification of non-trivial temporal patterns identifying which are the most relevant keywords (interests) depending on the day, month or season and the location, which can be used by digital marketing accounts to optimize the marketing budget consumption.

Data

The challenge has the following sample datasets available for download

Expected outcomes

The information generated by the identification of the temporal patterns will enable account managers to increase the impact of the marketing campaigns. In particular, we aim to detect the periods where a specific set of keywords and categories are more relevant through the year, decreasing the specification from month to day level. The main parameters to evaluate that will be the following:

  1. Increase the Click Through Rate (CTR) of the digital campaigns by 15%.
  2. Increase number of clicks in related campaigns by 10 %

How do we apply?

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