ONLINE EXPERIMENT ANALYSIS: MEASURING THE RETURN ON DISPLAY ADVERTISING Purpose: This assignment enables you to demonstrate the financial outcomes of advertising Skills and knowledge: after completing this assignment, you will have a comprehensive understanding of online experimentation and return on investment, and will practice conducting and interpreting regression analysis Assignment Information: You are tasked with calculating return on investment (ROI) for the display advertising campaign run by a fashion brand on a popular news media website. The company purchased a placement on the website for one month at CPM = $6 and conducted a placebo AB-test so that most of the website visitors (test group) were exposed to their ad banner, whilst ~ 4% (control group) were seeing a public service announcement The question is, did the ad increase their sales and by how much? Data set description: the data lists some of the users who visited the news media website during that month. For each customer, the following information is provided: test (0,1) - whether the customer has been exposed to the ad (1) or a PSA (0) revenue (0..355) - how much money the user spent with the brand at that period frequency (0,299) - how many times the customer has been exposed to the ad. Frequency capped at 299. weekday (1,7) - day of the week the customer has been exposed to the brand ads most often