From Clicks to Conversions

The traditional econometric models of advertising effectiveness, mainly focusing on the linkage between advertising spending and sales or similar objectives, are outdated, as they overlook and fail to capture the ongoing changes in advertising landscape in the online and social-media rich environment. Companies have limited understanding and tools to fully capitalize on social media's capabilities and potential in enhancing and revitalizing their advertising strategies. The aim of this research project is to contribute to this existing gap in the literature and provide valuable insights and tools for marketers and advertising professionals. AI and Big Data analytics tools are increasingly playing a significant role in digital marketing, which is reflected in the emerging trends across numerous business sectors. Marketing strategies are progressively evolving from print and e-mail advertisements towards more dynamic and data-driven digital marketing solutions.