ROI Optimisation for Momondo Display Department Using Big Data Analytics

Evelina Rudyte & Mihaela Manea

Student thesis: Master thesis

Abstract

Google Analytics is widely used in the web analytics industry and is becoming more and more extensive. This Master’s thesis focuses on the implementation of Google Analytics machine learning in Momondo Display department and optimization of ROI using Big Data Analytics. The goal of this thesis is to present a micro analysis based on different datasets in different timeframes - from 30 days to 1 year: Smart Display Campaigns, comparison of Smart display campaign versus “Non Smart” display campaigns, Ad type performance analysis, feeds analysis, interactive ads vs. generic ads, generic vs. seasonal ads and device performance analysis in Denmark. The implementation of machine learning within the Momondo display department can identify relevant data which gives the ability to act in real time in order to improve the quality of the ads and increase the ROAS. Momondo’s Smart Display Campaigns marketing represents one of the most relevant arenas where machine learning can be applied for more transactions from pulling customers and retargeting them on the right behavior

EducationsMSc in Business Administration and Information Systems, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2017
Number of pages79
SupervisorsAbid Hussain