SmartAd is a mobile first advertiser agency. It designs intuitive touch-enabled advertising. SmartAd provides an additional service called Brand Impact Optimiser (BIO), a lightweight questionnaire, served with every campaign to determine the impact of the creative, the ad they design, on various upper funnel metrics, including memorability and brand sentiment.
Challenge: To design a reliable hypothesis testing algorithm for the BIO service and to determine whether a recent advertising campaign resulted in a significant lift in brand awareness.
Solution: The solution uses machine learning to perform A/B testing.Three algorithims have been used:Logistic Regression,DecisionTressRegressor and XGBoost.