Display Advertising is an effective channel used to build awareness for brands, businesses and clients. The primary focus of this project was to analyze Display Advertising campaign results and evaluate the relative performance between two campaigns.

 

By calculating the Return-on-Investment (ROI) the campaigns were able to be compared across channels uniformly. By comparing across channels in a uniform matter, I was given a better sense of which channel was the best performer for Udacity and this helped inform the broader digital marketing strategy.

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In this project, the results of three Display Advertising campaigns were evaluated. These campaigns had different targeting strategies and creative assets. Once analyzed and compared, determinations were made in regards to which channel and campaign performed best. In addition, recommendations on how best to invest future marketing budgets were given based on learnings for further optimization.