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Title:Click-through rate estimation using CHAID classification tree model : case study of direct benefit transfer in India
Authors:Gupta, Rajan (Author)
Pal, Saibal K. (Author)
Work type:Unknown ()
Tipology:1.08 - Published Scientific Conference Contribution
Organization:UNG - University of Nova Gorica
Abstract:Click-Through Rate (CTR) is referred to as the number of clicks on a particular advertisement as compared to the number of impressions on it. It is an important measure to find the effectiveness of any online advertising campaign. The effectiveness of online advertisements through calculations of ROI can be done through the measurement of CTR. There are multiple ways of detecting CTR in past; however, this study focuses on machine learning based classification model. Important parameters are judged on the basis of user behavior toward online ads and CHAID tree model is used to classify the pattern for successful and unsuccessful clicks. The model is implemented using SPSS version 21.0. The dataset used for the testing has been taken from Kaggle website as the data is from anonymous company’s ad campaign given to Kaggle for research purpose. A total of 83.8% accuracy is reported for the classification model used. This implies that CHAID can be used for less critical problems where very high stakes are not involved. This study is useful for online marketers and analytics professionals for assessing the CHAID model’s performance in online advertising world.
Keywords:click-through rate, online advertisements, classification tree, mobile ads, click estimation
Year of publishing:2019
Number of pages:Str. 45-58
COBISS_ID:58221571 Link is opened in a new window
DOI:10.1007/978-981-13-1208-3_5 Link is opened in a new window
Categories:Document is not linked to any category.
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Record is a part of a monograph

Title:Advances in analytics and applications
Publisher:Springer Nature
COBISS.SI-ID:58217219 New window
Collection title:Springer proceedings in business and economics (Online)
Collection ISSN:2198-7254
Place of publishing:Singapore
Editors:Arnab Kumar Laha