Digital Marketing Optimization in Artificial Intelligence Era by Applying Consumer Behavior Algorithm
There are matters to pay attention to in running a business, specifically marketing that will determine the right types of consumers. We can determine the right customer segments for a product or service by observing their behavior. If the target consumers are in line with the product or service offered, it makes it easier to sell it. However,
choosing the right consumer segment is not an easy task. There are aspects need considering to comprehend the behavior of consumers. By benefiting from artificial intelligence and its ability to process multiple factors simultaneously. This study uses a behavioral approach. The three phases conducted in this study are 1) preliminary
study and initial data collection, 2) initial data analysis and designing optimization algorithm, and 3) application of optimization algorithm and its resulting behavioral analysis. There are three main results: 1) a 1 click/day increase in the number of clicks (from 7 to 8 clicks/ day), 2) a 76 posts/day drop in the number of impressions (from 129
to 53 impressions/day), and 3) a 9.66% increase in the click-through ratio (CTR) (from 5.43% to 15.09%). These findings indicate that the optimization algorithm and its application are able to increase digital marketing effectiveness.
Copyright (c) 2019 Suryo Hadi Wira Prabowo, Achmad Murdiono, Rachmad Hidayat, Wening Patmi Rahayu, Sutrisno Sutrisno
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