Media Fusion Capstone Project

Overview

This project focuses on analyzing a telecommunications company's advertising data to optimize strategies and achieve cost-effectiveness, improved conversion rates, and enhanced viewability.

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Key Findings

Spatial Analysis

• Top Performing States:
  • Performance Metrics: Mississippi, Minnesota, Wyoming
  • Branding Metrics: Iowa, New York, Vermont
• Areas for Improvement:
  • Cost Effectiveness: Alabama
  • Viewability: Nebraska, Idaho, Minnesota, Oklahoma, Rhode Island

Audience Analysis

• High-Performing Audiences:
  • Buyer Propensity: Low CPA and cost metrics
  • People & Society: Lowest CPA and highest conversion performance
  • Interest Propensities: Effective across multiple cost metrics
• Testing Recommendations:
  • Focus on geographic segment testing for buyer propensities to enhance acquisition rates.

Creative Analysis

• Optimal Ad Strategies:
  • Ideal Ad Size: 300 x 250
  • Ideal Device: Smartphones
  • Best Performing Creative Message: "Subscribe Today - 10% Discount"
• Top States by Metrics:
  • CPA: Maryland
  • CTR: New Jersey
  • CVR: Tennessee
  • Impressions: Iowa

Inventory Analysis

• Best Performing Exchanges:
  • Sovrn (overall best), Kargo, Sharethrough, Yieldmo, TripleLift
• Optimization:
  • Reallocate budgets to top-performing exchanges and ad sizes.

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Methodology

Tools and Techniques

• Data Cleaning: Google Sheets
• Data Visualization: Tableau, Excel
• Data Source: Media Fusion Dataset

Metrics Analyzed

• CPA, CPM, CTR, CVR, CPC, Viewability, Composite Costs

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Recommendations

1. Audience Targeting:
   • Focus on Buyer Propensity and Interest Propensities for cost-effective and high-performing results.
   • Allocate resources to the People & Society segment for consistent ROI.
2. Geographic Focus:
   • Prioritize Mississippi, Minnesota, and Wyoming for low costs and high conversions.
   • Expand branding efforts in Iowa, New York, and Vermont for greater visibility.
3. Creative Optimization:
   • Maintain 300 x 250 ad size for desktop and cross-platform reach.
   • Use proven messaging like "Subscribe Today - 10% Discount."
4. Inventory Strategy:
   • Leverage Sovrn for balanced performance across metrics.
   • Optimize budgets based on composite cost analyses.

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Next Steps

This repository will include:

• Code and visualizations for all analyses
• Documentation for the methodologies used
• Final presentation slides and insights for further exploration