Evaluating Digital Advertising Campaigns Across Media With Data Analytics

Abstract

The digital marketing atmosphere is a dynamic space that sees new channels being born and customer/user patterns transforming within a short period. As for this rapidly changing atmosphere, the starting point for businesses is the data-driven decision making that helps to direct the marketing budget and achieve the greatest return on investment (ROI). In their quest for visibility and market share., marketers face a strategic problem of how to divide the available resources between such giants like Google and Facebook, and the newcomers , like Instagram and YouTube. The number of digital audio platforms in the market with distinctive benefits for different user segments keeps growing. The correct platform selection is one of the most critical elements and ensuring top-level results in key performance indicators (KPIs) is fundamental to a valid marketing budget allocation.