ADS Capstone Chronicles Revised

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“when” of customers (T Value = 2.98, ß = 0.353, p = 0.001). 3.4 Increase sales conversion on e-commerce platform It is important to increase website traffic and user engagement in the e-commerce platform. But it will be meaningless if the conversion rate is low. Accordingly, it is essential to integrate different techniques to increase sales. Some techniques like Search engine optimization, social media engagement, content marketing, paid advertising, user experience optimization, customer reviews, filtering scam reviews for poor quality products, focus on improving UX design for better and responsive website and mobile experience, personalization customer by their feed and products, loyalty program, make easy the whole money transaction process. Focusing on these features can increase customer loyalty, and engagement which can lead to an increased sales conversion rate. Among all the strategies. Alsmadi et al. (2023) have emphasized several features like SEO, social media marketing, content marketing, PPC (pay-per-click) advertising, customer testimonials, personalizing product, and content recommendation, etc. SEO is a fundamental strategy in digital marketing. The main target of SEO is to increase visibility on search engine result pages. Customers use organic search engines to search for their desired product; they can likely convert the site visiting by buying products. Content marketing is an important tool to reach customer necessity by giving them important blog articles, video tutorials, user manuals, and detailed product reviews on that specific product. It gives customers a good overview of the product. Personalized content and product recommendations play a vital role in increasing user engagement. Now, improved AI algorithms like GNN can enhance the product page to be more specific and more personalized. Video content generation can be another strong factor

3.3 Data Analytics in Digital Marketing for Tracking the Effectiveness of Campaigns and Inform Strategy Digital marketing has become a tactful strategy to increase a company’s visibility in a digital world including search engine optimization, campaign marketing, data-driven marketing, social media marketing, direct email, and display marketing (Adwan et al., 2023). To measure the effectiveness of these marketing campaigns, this study aims to develop a model to track success and underperforming aspects using data analytics. Organizations need to establish baseline metrics across all digital channels to later assess the effectiveness of allocated resources. Performance metrics include measuring website performance, social media, email campaign success, client customization, and customer journey. A total of 240 (125 recruited sales management and 115 retail marketing-associated individuals) participants were used in the research study to measure the success of marketing campaigns through the myriad of data analytic factors commonly used. Participants were given questionnaires to assess factors used in digital marketing to measure the efficiency of campaigns and guide strategy. The findings found an inverse correlation between assessing website performance to monitoring the effectiveness of marketing campaigns (T value = 0.92, ß = 0.071, p > 0.05). Inversely, social media metrics to monitor the success of campaigns and influence strategies were positively linked (T value = 4.080, ß = 0.350, p ≤ 0.05). Analyzing email marketing success was also positively indicative of marketing success (T value = 2.82, ß = 0.3, p ≤ 0.05). Researchers also found using customer data for targeting and personalization was positively impactful (T value = 2.95, ß = 0.342, p ≤ 0.05). Businesses that look at customer journeys were more likely to be successful in learning the “hows”, “whats”, “whys”, and

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