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I need to build a model that measures the impact of TV advertising on website traffic.

I have two datasets: one contains the number of visits to the page and a timestamp, the other contains a timestamp and TV ad data such as a channel, information about whether the ads are shown in the middle, after or before a TV show, and so on.

My problem is that I don't know how to merge these datasets as the timestamps in the datasets have different granularity and then which machine learning method should be appropriate to measure this impact.

If you have any ideas or experiences please let me know.

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  • $\begingroup$ Is it a website displaying TV ads at different positions on the page, or is it after some time being on the page? $\endgroup$
    – Nicolas Martin
    Commented Jul 9, 2022 at 20:30
  • $\begingroup$ this is a page of e.g. a product that is advertised on TV and the data includes information about the number of visits to that page every hour $\endgroup$
    – Pablo1547
    Commented Jul 10, 2022 at 12:44

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If you have data about visits every hour, it would not be easy to have a precise analysis because some shows last more than 1 hour and you can't evaluate the impact of the TV ads.

The only thing you can have is a rough idea about the ads' impacts every hour.

If you had a record of visits every 10 minutes, you could at least measure the impact in the short and medium-term. Very often after an ad, you can have a peak of visits from people highly interested.

In all the cases, you have to base your study on page visit numbers, and then add the moments when a TV show is displayed, like this graph. enter image description here

Once you have this view, you can see a delta in the short and long term.

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  • $\begingroup$ Does it answer your question? If not, please let me know. $\endgroup$
    – Nicolas Martin
    Commented Aug 5, 2022 at 17:43
  • $\begingroup$ came to your reply via google -- I am looking for the methodology on how to measure exactly this. Is your image from any paper or a blog I could read ? $\endgroup$
    – greyxray
    Commented May 24 at 9:23
  • $\begingroup$ I made this graph manually to give an idea. There is no precise methodology, but there should be something similar in digital marketing. $\endgroup$
    – Nicolas Martin
    Commented Jun 13 at 10:33

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