[Dept. of Computer Science]

Experimentation Project ACS


Title Using data-mining to improve the effectiveness of an on-line advertising campaign.
Student Lukas Vermeer
Supervisor Han Hoogeveen en Arno Siebes
ECTS 7.5
Related Course(s) Advanced Data Mining, Learning from Data
Description MeMo2 is a company that specializes in collecting and analysing data on on-line advertising campaigns by interviewing
internet users that visit the sites that the campaign in question is targeting.
Data collected in this fashion is combined with data concerning the amount of times the interviewed
has been served the advertisement and in what form and order (in the case of multiple banner formats).

The goal of this project is to use data-mining to find correlations in this data that might enable
MeMo2 to adapt its campaign to trends in the effectiveness of different frequencies, sequences and portals.

Special Note If initial test on data of completed campaigns are successful we will try to use the same techniques on a campaign
in progress to evaluate the effect of predictions in the wild.