Allocating an advertising budget across channels
Marketing analyticsA firm spends on TV, radio, and newspaper advertising across 200 markets and wants to know which channels actually drive sales (the Advertising dataset popularized in An Introduction to Statistical Learning). Looked at individually, all three channels appear positively correlated with sales.
Fit a multiple linear regression , then inspect each coefficient, its statistical significance, and the overall fit — checking whether channels that look useful alone remain useful once the others are controlled for.
TV and radio have strong, statistically significant positive coefficients, while the newspaper coefficient becomes small and not significant once TV and radio are included; the model explains roughly 90% of the variance in sales (). The actionable lesson: a feature that correlates with the target on its own (newspaper) can be revealed as redundant once confounders are accounted for — so budget is better shifted toward radio.
Source: An Introduction to Statistical Learning (Ch. 3, Advertising data) — James, G., Witten, D., Hastie, T. and Tibshirani, R.