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Assessing the Role of Digital Data Visualization Tools in the Advertising Industry for Informed Business Decision-Making
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Author(s): Ruhi Lal (Manav Rachna International Institute of Research and Studies, India), Nandini Deb (Manav Rachna International Institute of Research and Studies, India)and Deep Moni Gogoi (Manav Rachna International Institute of Research and Studies, India)
Copyright: 2025
Pages: 20
Source title:
Data Visualization Tools for Business Applications
Source Author(s)/Editor(s): M. Anandhavalli Muniasamy (King Khalid University, Saudi Arabia), Arshi Naim (European Global Institute of Innovation and Technology, Malta)and Anuj Kumar (Rushford Business School, Switzerland)
DOI: 10.4018/979-8-3693-6537-3.ch009
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Abstract
This study examines how digital data visualization tools affect Indian advertising strategic decision-making. These technologies affect content generation, audience engagement, and income optimization, according to qualitative study and case studies of Zomato, Brand Y, and Brand Z. The main findings show that data visualization improves company initiatives. The cost of data visualization and the necessity for specialized expertise remain challenges. The study's focus on the Indian market provides unique insights into local customer behaviour. Further research could examine wider usage and durability.
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