1.
Linear regression analysis and modelling
#MeasureCampNL – April 13, 2019
@mertanen

2.
Short history
Petri Mertanen https://www.linkedin.com/in/petrimertanen/
• BBA – Marketing, Specialist Qualification in Management
• (Digital) Analytics exprerience since 2005
• Lecturer of Aalto University 2017-2018
• Certifications:
• Elements of Artificial Intelligence: https://www.elementsofai.com/
• Statistical thinking for Data Science and Analytics:
https://www.edx.org/course/statistical-thinking-for-data-science-and-analytics
• Google Analytics Individual Qualification, Google Ads Fundamentals, Google Tag Manager
Fundamentals, Introduction to Data Studio
• Econometrics Course at Aalto University
• Marketing Analytics (slides by Aalto University)
• MeasureCamp Amsterdam 2017: Predictive Conversion Modelling
• MeasureCamp Amsterdam 2018: From Digital Attribution to Marketing Mix Modelling

3.
About linear regression
• In statistics, linear regression is a linear approach to modelling the relationship between
a response (objective) and one or more explanatory variables.
• The case of one explanatory variable is called simple linear regression. For more than one
explanatory variable, the process is called multiple linear regression.
• Basically, we want to explain (mathematically) what things (variables or parameters)
cause the certain outputs.
• https://en.wikipedia.org/wiki/Linear_regression
• Linear regression is well known algorithm for supervised learning.
• This technique is widely applied across industries and is simple to understand, allowing
for high interpretability.
• Linear Regression is commonly used for analyzing biological systems, marketing and
product performance, market research studies, sales forecasting, and stock market
predictions.
• https://bigml.com/releases/winter-2019

4.
About the case and data preparation
• Major “healthcare” player in Finland.
• 46 % of bookings come from online.
• Mostly used paid search (Google Ads), Facebook
and display as digital advertising channels.
• Paid search being clearly the biggest channel
according to money spent.
• Data collected during Q1/2019 on daily level.
• You can do the data cleaning manually in Excel.
• Or you can automate the data collection, for
example with Supermetrics (from Finland!).

5.
Multiple linear regression analysis in Excel

6.
Single linear regression chart in Excel

7.
Platforms for AI and ML

8.
Different options to connect data source(s)

9.
1-click dataset

10.
Dataset

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1-click or configured Linear Regression

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Linear Regression chart

13.
Linear Regression table

14.
1-click dataset

15.
Yhteystiedot
Petri Mertanen
Analytics Consultant
petri@mertanen.info
Mobile: +358 400 792 616
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