Research topic: Data Analysis and Knowledge Extraction

Online advertising has become a full member of the marketing mix and is still growing in importance. The US market for online advertising was 22.7 billion USD in 2009 and is expected to grow to 37.2 billion USD in 2013. For Europe the prospects are similarly good. With so much money being spend for online advertising one would expect that there are highly sophisticated controlling systems in place to make sure that the money is spend only for efficient forms of advertising.

However, the reality is far from it. Although there is a large flood of data (e.g., information about online advertising impressions as well as records of each click on an online advertisement) researchers and practitioners very often just use basic regression models to estimate the impact of their advertising campaigns and to optimize the distribution of advertising budget between different forms of online advertising (e.g., email, search engine marketing, banner advertising). Academic research has demonstrated that, in addition to short-term advertising effects, it is important to incorporate long-term and synergy effects when analyzing advertising effectiveness. 

The aim of the joint project between Faculties of Business and Economics, Computer Science and Mathematics is to substantially increase both the calculation speed and its flexibility, and to simplify the handling of advertising effectiveness models so that researchers and practitioners can take full advantage of the latest academic insights regarding the efficient allocation of advertising budgets. In that way they will be able to include not only short-term but in particular long-term and synergy effects when analyzing the efficiency of different forms of advertising.

Staff: Sergej Fries