AN EXAMINATION OF REAL-TIME MARKETING ANALYTICS IN CAMPAIGN ADJUSTMENTS: A CASE STUDY OF A DIGITAL MEDIA FIRM IN LAGOS.
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Background of the study:
Real-time marketing analytics have transformed the way digital media firms optimize their advertising campaigns. In Lagos, digital media companies are increasingly using analytics tools to monitor campaign performance in real time, enabling swift adjustments based on consumer engagement and market trends (Okafor, 2023). By analyzing data as it is generated, these firms can quickly identify underperforming elements and modify ad content, targeting, or budget allocation to maximize ROI. Real-time analytics empower marketers to make data-driven decisions, bridging the gap between static campaign planning and dynamic consumer behavior. The ability to react instantaneously to market signals not only enhances campaign effectiveness but also fosters continuous improvement and innovation in digital strategies. However, challenges such as data integration, technical complexity, and ensuring the accuracy of real-time insights persist. This study examines how real-time marketing analytics influence campaign adjustments and overall performance, offering insights into best practices and potential obstacles faced by digital media firms in Lagos. The research also explores the role of advanced technologies, such as AI and machine learning, in refining real-time analytics capabilities, ultimately contributing to more agile and effective marketing strategies (Ibrahim, 2024).
Statement of the problem:
Digital media firms in Lagos often face difficulties in effectively harnessing real-time analytics for campaign adjustments due to technical integration issues and data accuracy challenges (Okafor, 2023). Inconsistent real-time insights can lead to delayed or suboptimal campaign modifications, undermining overall effectiveness. These obstacles necessitate an investigation into the factors that impede the full utilization of real-time marketing analytics for dynamic campaign optimization (Ibrahim, 2024).
Objectives of the study:
To assess the impact of real-time analytics on campaign adjustments.
To identify challenges in data integration and accuracy.
To recommend strategies for optimizing real-time analytics usage.
Research questions:
How do real-time analytics influence campaign adjustments?
What are the primary challenges in utilizing these analytics?
What strategies can enhance the effectiveness of real-time campaign optimization?
Significance of the study:
The study provides insights to help digital media firms in Lagos enhance their campaign performance through effective use of real-time analytics, leading to improved ROI and competitive advantage (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to a digital media firm in Lagos, focusing on real-time analytics in campaign adjustments without addressing offline marketing components.
Definitions of terms:
Real-time Marketing Analytics: Data analysis conducted immediately as data is generated.
Campaign Adjustments: Modifications made to marketing campaigns based on performance data.
Digital Media Firm: A company specializing in online advertising and digital content.
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