Case Study Application of Business Intelligence in Digital Advertising

This paper demonstrates the application of business intelligence in decision-making in digital advertising through a case study. Data used for analysis was collected during a test phase of an advertising platform. The study analyzes multiple types of traffic, related to countries, browsers, househol...

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Bibliographic Details
Published in:	International journal of e-business research 2022-01, Vol.18 (1), p.1-16
Main Authors:	Mehanović, Dželila, Durmić, Nermina
Format:	Article
Language:	eng ; ndo
Subjects:	Advertising Audiences Budgets Business intelligence Case studies Cost control Data analysis Decision making Digital marketing Information management Intelligence (information) Online advertising Performance management Python Sales Social networks Success
Online Access:	Get full text
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Summary:	This paper demonstrates the application of business intelligence in decision-making in digital advertising through a case study. Data used for analysis was collected during a test phase of an advertising platform. The study analyzes multiple types of traffic, related to countries, browsers, household incomes, and days of a week. Beside tabular reports, the paper presents how to visualize those results using Python libraries to make them more visually appealing. Furthermore, logistic regression was used to build models to detect relationships between the number of impressions and clicks. Finally, the authors propose multiple combinations of data that could be used to create different reports that lead to smarter decision-making and cost-effectiveness.
ISSN:	1548-1131 1548-114X