Attribution & Forecast with Linear Regression Analysis using R

Objective:

To forecast leads using media tactics, historical leads, offline conversions, and media spend data.

Methodology:

Collected historical media spend amounts, site leads, media leads, and conversions across site partners from FY21-22. Sorted data by media tactic and channel.

Used R and installed the below packages to run a correlation analysis & linear regression to analyze the relationship between media tactics and leads forecast leads for the upcoming year.

MASS

readxl

fastDummies

PerformanceAnalytics

forecast

carr

gvlma

forecast

xlsx

corrplot

Analysis:

Used coefficients to build a forecasting dashboard to project leads for each media tactic based on the monthly budget and the previous month’s leads.