Contents
CHAPTER TWO.. 17
REVIEW OF RELATED LITERATURE. 17
2.1 Introduction. 17
2.2 Theoretical Review.. 18
Behavioral Targeting Theory. 18
Predictive Modeling Theory. 19
Customer Segmentation Theory. 19
Real-time Optimization Theory. 20
2.3 Conceptual Review.. 21
2.3.1 Overview.. 21
2.3.2 Behavioral Insights. 21
2.3.3 Predictive Analytics. 22
2.3.4 Customer Segmentation. 22
2.3.5 Real-time Optimization. 22
2.3.6 Personalization Strategies. 23
2.3.7 Attribution Modeling. 23
2.3.8 Cross-channel Integration. 23
2.3.9 Ethical Considerations. 24
2.3.10 Future Directions. 24
2.4 Empirical Review.. 24
2.5 Summary of Chapters. 27
REFERENCES. 28
CHAPTER THREE. 32
RESEARCH METHODOLOGY. 32
3.1 Introduction. 32
3.2 Research Design. 33
3.3 Study Area. 34
3.4 Population of the Study. 35
3.5 Sample Size Determination. 36
3.6 Sampling Technique. 37
3.7 Sources of Data. 38
3.8 Research Instrument. 40
3.9 Validity of the Research Instrument. 42
3.10 Reliability of the Research Instrument. 43
3.11 Method of Data Collection.. 44
3.12 Method of Data Analysis. 46
3.13 Ethical Considerations. 47
3.14 Limitations of the Methodology.. 49
3.15 Summary of the Chapter. 50
CHAPTER FOUR.. 51
DATA ANALYSIS AND INTERPRETATION.. 51
4.1 Introduction.. 52
4.2 Questionnaire Administration and Response Rate. 52
4.3 Demographic Characteristics of Respondents. 54
4.4 Analysis of Responses Based on Research Questions. 62
4.5 Test of Hypothesis. 87
4.6 Discussion of Findings. 91
4.7 Summary of Findings. 96
4.8 Conclusion of the Chapter. 98
CHAPTER FIVE.. 100
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS.. 100
5.1 Introduction.. 100
5.2 Summary of the Study. 100
5.3 Conclusions. 107
5.4 Recommendations. 110
5.5 Contributions of the Study to Knowledge. 118
5.6 Limitations of the Study. 120
5.7 Implications of the Study. 123
5.8 Summary of Recommendations. 126
5.9 Conclusion of the Chapter. 128
QUESTIONNAIRE.. 130
A STUDY INTO THE USE OF DATA ANALYTICS TO IMPROVE MARKETING CAMPAIGNS 130
(A CASE STUDY OF COUNTRY REACH DEEP NIGERIA). 130
SECTION A: DEMOGRAPHIC INFORMATION.. 131
SECTION B: DATA ANALYTICS AND AUDIENCE REACH, ENGAGEMENT, AND CONVERSION METRICS.. 133
SECTION C: DATA ANALYTICS AND CUSTOMER SEGMENTATION AND PERSONALIZATION 136
SECTION D: DATA ANALYTICS AND RETURN ON INVESTMENT (ROI) AND COST-BENEFIT CONSIDERATIONS.. 139
SECTION E: GENERAL CHALLENGES AND FUTURE DIRECTIONS.. 143
THANK YOU FOR YOUR PARTICIPATION.. 146
