Case Study Application of Business Intelligence in Digital Advertising

Dželila Mehanović and Nermina Durmić
Additional contact information
Dželila Mehanović: International Burch University, Bosnia and Herzegovina
Nermina Durmić: International Burch University, Bosnia and Herzegovina

International Journal of E-Business Research (IJEBR), 2022, vol. 18, issue 1, 1-16

Abstract: This paper demonstrates the application of business intelligence in decision-making in digital advertising through a case study. Data used for analysis was collected during a test phase of an advertising platform. The study analyzes multiple types of traffic, related to countries, browsers, household incomes, and days of a week. Beside tabular reports, the paper presents how to visualize those results using Python libraries to make them more visually appealing. Furthermore, logistic regression was used to build models to detect relationships between the number of impressions and clicks. Finally, the authors propose multiple combinations of data that could be used to create different reports that lead to smarter decision-making and cost-effectiveness.

Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJEBR.293294 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jebr00:v:18:y:2022:i:1:p:1-16

Access Statistics for this article

International Journal of E-Business Research (IJEBR) is currently edited by Mohammad Nabil Almunawar

More articles in International Journal of E-Business Research (IJEBR) from IGI Global
Bibliographic data for series maintained by Journal Editor ().