Role
Data Analyst & Researcher
Context
Research (M1 Thesis)
Stack
9 tools
Mixed-methods research (quantitative & qualitative) comparing AI vs non-AI video campaigns to measure their effects on creativity, engagement and performance. Construction of a multi-platform dataset (350+ campaigns analyzed) via Ads Transparency Centers, TikTok Creative Center, Meta Ad Library, Trade Desk.
Technologies
ExcelPythonMermaidWordThink with GoogleAds Transparency CentersTikTok Creative CenterMeta Ad LibraryTrade Desk
Deliverables
Consolidated multi-platform dataset (350+ campaigns)
Standardized data dictionary
5 semi-structured interview guides (Word)
Quantitative analysis of performance patterns
Qualitative insights on creative and ethical perceptions of AI
Mermaid diagrams (pipeline & tooling)
FR/EN summary
Dual-column glossary
Conclusion (1 page)
Declaration of honor (Word)
🎯 Results
Creation of a unique database enabling campaign comparison across 4 platforms. Identification of performance patterns (VTR and CPM based on AI presence). Qualitative insights on creative and ethical perceptions of AI in advertising.