An evaluation of real-time analytics in digital marketing on campaign adjustments: Evidence from a marketing agency in Kano
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- NGN 5000
Background of the study:
Real-time analytics in digital marketing has revolutionized how agencies adjust and optimize campaigns on the fly. This study explores how a marketing agency in Kano utilizes real-time data to make strategic campaign adjustments, ensuring immediate responsiveness to market trends and consumer behavior (Ogundele, 2023). In the fast-paced digital landscape, the ability to monitor and interpret data in real time is essential for achieving optimal campaign performance. Marketers can now track engagement metrics, click-through rates, and conversion data instantly, enabling them to modify campaigns dynamically to maximize impact (Abiola, 2024). The integration of real-time analytics facilitates a more agile marketing approach, reducing the lag between campaign launch and performance adjustments. However, challenges remain in interpreting data accurately and acting on insights quickly enough to gain a competitive advantage. This study investigates the processes and tools that empower agencies to make data-driven decisions and improve campaign outcomes. It also examines the potential pitfalls, such as data overload and misinterpretation, that can undermine the benefits of real-time analytics. By understanding these dynamics, the research aims to contribute to the evolving field of digital marketing analytics (Yetunde, 2025).
Statement of the problem:
While real-time analytics holds considerable promise for enhancing digital marketing campaign effectiveness, the marketing agency in Kano encounters difficulties in fully leveraging this technology. Challenges include data misinterpretation, delayed response times, and technological constraints that prevent the swift application of analytics insights (Lawal, 2023). Inconsistent data quality and integration issues further complicate the decision-making process, leading to suboptimal campaign adjustments. This problem highlights the need for a structured approach to real-time data utilization that can bridge the gap between raw analytics and actionable marketing strategies (Akinwumi, 2024).
Objectives of the study:
To evaluate the role of real-time analytics in enhancing digital marketing campaign adjustments.
To identify challenges in the effective utilization of real-time data.
To recommend strategies for optimizing the use of real-time analytics in digital marketing.
Research questions:
How does real-time analytics impact campaign adjustments in digital marketing?
What challenges hinder the effective use of real-time data in campaign optimization?
What strategies can improve the application of real-time analytics for better campaign performance?
Significance of the study:
This study is significant as it offers insights into the practical benefits and challenges of using real-time analytics in digital marketing. The findings provide valuable recommendations for agencies seeking to enhance campaign responsiveness and performance, contributing to the broader discourse on data-driven marketing strategies (Olawale, 2023).
Scope and limitations of the study:
The study is limited to evaluating the impact of real-time analytics on campaign adjustments for a marketing agency in Kano, Nigeria, and does not extend to other regions or sectors.
Definitions of terms:
Real-time Analytics: The process of collecting and analyzing data as soon as it is generated to make immediate decisions.
Campaign Adjustments: Modifications made to marketing campaigns based on performance data.
Digital Marketing: The use of online platforms and technologies to promote products or services.
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