Marketing_Mix: Data: Marketing_Mix

In UBStats: Basic Statistics

Data: Marketing_Mix

Description

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.

Usage

data(Marketing_Mix)

Format

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)

UBStats documentation built on Aug. 27, 2025, 9:10 a.m.