An inquiry into real-time data analytics on optimizing digital campaigns: Evidence from an online marketplace in Lagos, Nigeria
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- NGN 5000
Background of the study
Real-time data analytics has become a crucial element in the optimization of digital marketing campaigns. This inquiry investigates how an online marketplace in Lagos, Nigeria, utilizes real-time data to make swift campaign adjustments and enhance performance. By continuously monitoring consumer interactions, click-through rates, and conversion metrics, marketers can dynamically refine their strategies for improved effectiveness (Adeniyi, 2023). In the fast-paced e-commerce environment of Lagos, the ability to adapt campaigns in real time is essential for maintaining a competitive edge (Okeke, 2024). The study reviews the integration of real-time analytics tools within digital campaigns and examines how these insights drive decision-making processes. It also considers challenges such as data overload, latency issues, and the requirement for skilled analysts to interpret complex data sets (Ibrahim, 2025). Ultimately, the research aims to provide a framework for leveraging real-time analytics to optimize digital campaign performance, ensuring that marketing efforts are both agile and effective.
Statement of the problem
Online marketplaces in Lagos often struggle with delayed campaign adjustments due to the lack of real-time data analytics. This results in missed opportunities to engage consumers and optimize marketing performance promptly. Challenges include handling large volumes of data, technical integration issues, and a shortage of skilled data analysts. These obstacles hinder the ability to rapidly adapt campaigns, reducing overall effectiveness. This study addresses these issues by exploring the role of real-time analytics in optimizing digital campaigns, aiming to provide actionable strategies for overcoming these challenges (Adeniyi, 2023; Okeke, 2024).
Objectives of the Study
To assess the impact of real-time data analytics on digital campaign optimization.
To identify challenges in implementing real-time analytics in online marketplaces.
To propose a framework for leveraging real-time insights to improve campaign performance.
Research Questions
How does real-time data analytics influence digital campaign adjustments in an online marketplace in Lagos?
What are the key challenges in adopting real-time analytics tools?
How can online marketplaces optimize their digital campaigns using real-time data?
Significance of the study
This study is significant as it underscores the importance of real-time data analytics in enhancing digital campaign performance. The insights gained will enable online marketplaces in Lagos to implement agile marketing strategies that promptly respond to consumer behavior, leading to improved conversion rates and ROI. The research provides practical recommendations for integrating real-time analytics into digital marketing practices (Ibrahim, 2025).
Scope and limitations of the study
The study is limited to analyzing real-time data analytics practices within an online marketplace in Lagos, Nigeria, and does not extend to other industries or data analysis methods.
Definitions of terms
Real-Time Data Analytics: The process of continuously monitoring and analyzing data as it is generated.
Digital Campaigns: Coordinated online marketing efforts aimed at achieving specific business objectives.
Online Marketplace: A digital platform where buyers and sellers conduct transactions.
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