An investigation of personalized ad targeting on market segmentation: A study of an online retailer in Abuja
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Background of the Study:
Personalized ad targeting involves using consumer data to deliver tailored advertising messages that resonate with specific audience segments. An online retailer in Abuja employs advanced data analytics to segment its market and deliver customized ads based on user behavior, demographics, and purchase history. This targeted approach enhances the relevance of advertising content, resulting in improved customer engagement and higher conversion rates. By leveraging machine learning and real-time data, the retailer can continuously refine its segmentation strategy to address evolving consumer preferences. Personalized targeting not only maximizes the efficiency of marketing budgets but also helps in establishing a competitive edge in a crowded online marketplace. However, challenges such as data privacy concerns, inaccuracies in segmentation algorithms, and potential over-targeting can undermine the effectiveness of personalized ads. This study examines the impact of personalized ad targeting on market segmentation by analyzing key performance metrics, consumer feedback, and campaign outcomes. The research aims to provide a robust framework for effective segmentation strategies that drive optimal ad performance (Olusegun, 2023; Adebola, 2024).
Statement of the Problem:
The online retailer in Abuja faces difficulties in optimizing market segmentation due to challenges in data accuracy and privacy. Inaccurate targeting and over-segmentation have led to reduced ad performance and potential consumer dissatisfaction, limiting the effectiveness of personalized advertising.
Objectives of the Study:
To assess the impact of personalized ad targeting on market segmentation.
To identify challenges associated with data accuracy and privacy in ad targeting.
To propose strategies for optimizing personalized targeting for better segmentation.
Research Questions:
How does personalized ad targeting influence market segmentation effectiveness?
What challenges affect data accuracy and privacy in personalized ads?
What measures can improve segmentation and targeting strategies?
Significance of the Study:
This study is significant as it offers insights into enhancing personalized ad strategies to improve market segmentation. The findings will help online retailers optimize their ad targeting, thereby increasing customer engagement and conversion rates (Olusegun, 2023).
Scope and Limitations of the Study:
The study is limited to an online retailer in Abuja and focuses exclusively on digital ad targeting and segmentation. It does not cover traditional marketing channels.
Definitions of Terms:
Personalized Ad Targeting: Tailoring ads based on individual consumer data.
Market Segmentation: Dividing a market into distinct groups based on shared characteristics.
Online Retailer: A company selling products or services primarily via the internet.
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