SEA vs SEO Analysis — Quantification of Cannibalization Effects

This project was carried out as part of the TechLabs “Digital Shaper Program” in Münster (summer term 2021).

Abstract

Search engine marketing (SEM) is taking up an increasingly large share of many companies’ online marketing budgets. The growing cost of SEM are also driving a greater need for optimization, especially with respect to the search engine advertising (SEA) budget. In our project we cooperated with a medium-sized German company in the pharmaceutical and cosmetics industry.

The team

Lukas Heidemann Data Science: R

Mentor

Fabian Kraut

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