Bid Estimation Methodology Based on Hourly Conversion Rate Forecast with a Classic Econometric Approach

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dc.contributor.advisorMiranda-Belmonte, Hairo U.
dc.contributor.authorSuárez-Hernández, Laura F.
dc.date.accessioned2023-05-25T19:42:53Z
dc.date.available2023-05-25T19:42:53Z
dc.date.issued2023-04
dc.descriptionAs emergence of auction-based digital marketplaces gains popularity, methodologies that help advertisers determine bid prices are receiving more attention. To better spend dollars is essential to understand consumer purchase dynamics and being able to estimate a bid that can leverage opportunity windows. The creation of a methodology to improve the bidding process based on a model at the keyword level which considers actual customer behavior through the day is needed. In this document we propose a mechanism to estimate the bid based on conversion rate forecast. We explore classic univariate econometric models using Box-Jenkins methodology and evaluate the performance comparing error metrics criteria. As result, we provide a comprehensive process and propose a methodology to calculate the suggested bid that displays dynamism and captures closer customer purchase behavior. Finally, we compared the current bid versus the bid suggested by our methodology to prove the difference on fluctuation and dynamism given both approaches. Actual versus predicted conversion rate are contrasted to corroborate it follows a similar pattern.es_MX
dc.identifier.citationSuárez-Hernández, L. F. (2023). Bid Estimation Methodology Based on Hourly Conversion Rate Forecast with a Classic Econometric Approach. Trabajo de obtención de grado, Maestría en Ciencia de Datos. Tlaquepaque, Jalisco: ITESOes_MX
dc.identifier.urihttps://hdl.handle.net/11117/9141
dc.language.isoenges_MX
dc.publisherITESOes_MX
dc.rights.urihttp://quijote.biblio.iteso.mx/licencias/CC-BY-NC-2.5-MX.pdfes_MX
dc.subjectBid Estimationes_MX
dc.subjectTime Serieses_MX
dc.subjectARIMAes_MX
dc.subjectDigital Marketinges_MX
dc.titleBid Estimation Methodology Based on Hourly Conversion Rate Forecast with a Classic Econometric Approaches_MX
dc.typeinfo:eu-repo/semantics/masterThesises_MX
dc.type.versioninfo:eu-repo/semantics/acceptedVersiones_MX

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