Dr. Joseph Catanio will present at the 50th Northeast Decision Sciences Institute (NEDSI) Annual Conference in March. He will present “Data Analytics Applied to Business Advertising” along with Nathan Neil, PMP.

Presentation Abstract

What generates the most traffic of new users to a business’s website? In this study, we apply data analytics to quantitatively measure internet user behavior and how consumers find a business for the first time. The goal of this study is to answer the question, “Where is the most effective place online to invest a business’ marketing budget?” There are multiple channels of online advertising to consider with internet marketing. These channels are organic search, referral, social media, paid search, and email. Using data from a thirty-six-month data collection period this research measures the amount of traffic per channel.