Optimizing Online Advertising using Dynamic Pricing

This research investigated the current state of online advertising of the organisation. The measurements based on the present data were unable to determine the entire lane from first touch (on the website) to successful checkout. Better measurement-tooling was built and implemented to measure customers’ origin in order to apply better segmentation after the transaction was complete. This backwards segmentation appeared to be very useful to optimize the efficiency and effectiveness of pre-sales- and advertising-activities.