This dataframe contains data on marketing campaigns conducted across municipalities in Italy. It provides information on marketing investments in each area, including spending on online paid search (paying to have a website or ad appear at the top of a search engine results page), online display (paying for visual ads on websites, apps, or social media platforms) and retargeting (targeting users who previously interacted with the brand online -- e.g. visiting a website, using an app, or engaging with content -- but did not complete a desired action, like making a purchase). These investments affect key digital performance indicators (KPIs), such as customer interactions and paid or organic website sessions (visits resulting from sponsored or non-paid links), which represent intermediate outcomes that may influence sales and new customer acquisition -- the campaign’s key final targets. The dataframe also includes information about two types of local promotions possibly running in each municipality. All variables in the dataframe --investments, KPIs and outcomes -- are adjusted to account for structural differences between municipalities.
data(Marketing_Mix)A dataframe with n = 247 observations and the following 13 variables (levels of the variables listed in alphabetical order):
Municipality (chr): municipality id
MacroArea (factor): macro geographical region (A, B, C, D, E)
LocalPromo1 (num): binary variable indicating whether Campaign 1
is active (1) or not (0)
LocalPromo2 (num): binary variable indicating whether Campaign 1
is active (1) or not (0)
Search_Spend (num): marketing expenses on online search
advertisements (e.g., Google Ads)
Display_Spend (num): marketing expenses on online display
advertisements (e.g., banner ads)
Retargeting_Spend (num): marketing expenses on retargeting
(e.g., ads targeting previous visitors)
KPI_Interact (num): number of interactions (e.g., clicks,
engagements) across all channels.
KPI_Paid (num): number of sessions or visits generated through
paid traffic campaigns.
KPI_Organic (num): number of sessions or visits generated through
organic (non-paid) traffic
Sales (num): Total sales units generated during the period
NewUsers (num): number of new customers acquired during the
period
Arpu (num): Average Revenue Per User, calculated as total revenue
divided by active users (then rounded)