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Case Study Application of Business Intelligence in Digital Advertising
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Author(s): Dželila Mehanović (International Burch University, Bosnia and Herzegovina)and Nermina Durmić (International Burch University, Bosnia and Herzegovina)
Copyright: 2022
Volume: 18
Issue: 1
Pages: 16
Source title:
International Journal of E-Business Research (IJEBR)
Editor(s)-in-Chief: Jeffrey Hsu (Fairleigh Dickinson University, USA)
DOI: 10.4018/IJEBR.293294
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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.
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