Optimizing advertising campaign performance using business intelligence
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Abstract
This study analyses how business intelligence (BI) can optimise digital advertising campaigns through real-time data analysis, advanced audience segmentation and ad personalisation. Data was collected from 200 active campaigns across different sectors and company sizes. Multivariate analysis techniques were used to assess the impact of BI strategies on return on investment (ROI), conversion rate and customer loyalty.
The results indicate that real-time data analysis significantly improves ROI, allowing for timely adjustments to campaigns. Advanced audience segmentation is associated with a higher conversion rate, by targeting relevant messages to specific groups of consumers. Ad personalisation, on the other hand, increases customer loyalty, showing that consumers value messages tailored to their preferences.
The cluster analysis identified three distinct groups of campaigns with unique characteristics in terms of BI usage and performance. Campaigns with high levels of real-time analysis and advanced segmentation performed best in terms of ROI and conversion rate.
These findings underscore the importance of integrating BI tools into digital marketing to maximize campaign effectiveness. Companies should invest in technologies that enable real-time data analysis and advanced audience segmentation, as well as ad personalization techniques.
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Nelson Esteban Salgado-Reyes , Universidad Central del Ecuador - Ecuador
https://orcid.org/0000-0001-8908-7613
Nelson Salgado R. is a senior researcher at the University Institute of Japan and the Central University of Ecuador. I have a PhD in Communication Technologies (ICT) from the University of Extremadura with more than 25 years of experience in scientific research. My work focuses on business intelligence, having published more than 50 articles in high impact international journals.
Pamela Fajardo-Vanegas , Instituto Universitario Japón - Ecuador
https://orcid.org/0000-0001-6769-5167
Pamela Fajardo V. is a researcher and Academic Director at Instituto Universitario Japón and Academic Advisor at Instituto Cuest TV. I have a PhD in Business Administration from Benito Juarez University with more than 10 years of experience in academia and institutional management. My work focuses on management, having published more than 20 articles in high impact international journals.
Marcelo Vasquez-Guevara , Instituto Superior Tecnológico CUESTTV - Ecuador
https://orcid.org/0009-0009-4630-9437
Marcelo Vasquez Guevara is a researcher at the Instituto Tecnológico Cuest TV. He has a master's degree and more than 10 years of experience in academia and institutional management. The work focuses on research for publication in national and international journals of high impact.
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