Download the dataset below to solve this Data Science case study on Click Through Rate Analysis. (Dataset Source: Kaggle)
Click Through Rate Analysis: Case Study
Click-through rate is the ratio of users who clicked on an ad/link to the number of total users who left impressions on the ad/link. In simple words, clicks ÷ impressions = CTR. Analyzing the click-through rate helps companies determine the types of people most likely to click on their ads. A high CTR gives validation to your advertising strategies.
The dataset below was submitted by Gaurav Dutta on Kaggle. Below are all the features in the dataset:
- Daily Time Spent on Site: the daily timespan of the user on the website;
- Age: the age of the user;
- Area Income: the average income in the area of the user;
- Daily Internet Usage: the daily internet usage of the user;
- Ad Topic Line: the title of the ad;
- City: the city of the user;
- Gender: the gender of the user;
- Country: the country of the user;
- Timestamp: the time when the user visited the website;
- Clicked on Ad: 1 if the user clicked on the ad, otherwise 0;
The “Clicked on Ad” column is the target variable in the dataset. You are required to analyze the click-through rate of this marketing campaign to find relationships between user characteristics and the click-through rate.