Publicação
Data-driven marketing for the e-commerce of brands
| Resumo: | The topic of this project is a data-driven marketing strategy for an e-commerce shoe brand Lovidovi Shoes. The company wanted to improve their digital marketing performance, and an improvement was defined as an increase in sales. While general best practices for successful Facebook Business advertising have been researched, each business is unique and optimal results are achieved through internal research. Data collected over the course of seven years was first centralized, and then analysed, using tools such as Power BI and Python, in order to determine the best audience and ad settings. The findings made on base data were re-evaluated and fine-tuned through testing. The final result showed that the best performing ads target an audience of women of all ages. Bosnia and Herzegovina makes the brands most profitable market, with the biggest number of sales, and the lowest cost per purchase. The feed placement on Facebook and Instagram get the best reaction, and the bestsellers are products in the white sneakers category. The ads created as part of this project showed significantly better performance by the company’s standards, and average performance by the industry’s standards. This project designed a simple guide on how to start making a shift towards data-driven marketing approaches with a limited budget, and has given the company motivation to utilize its data more and better. |
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| Autores principais: | Mandura, Ema |
| Assunto: | Digital Marketing Data Analysis E-commerce Customer-centric |
| Ano: | 2023 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The topic of this project is a data-driven marketing strategy for an e-commerce shoe brand Lovidovi Shoes. The company wanted to improve their digital marketing performance, and an improvement was defined as an increase in sales. While general best practices for successful Facebook Business advertising have been researched, each business is unique and optimal results are achieved through internal research. Data collected over the course of seven years was first centralized, and then analysed, using tools such as Power BI and Python, in order to determine the best audience and ad settings. The findings made on base data were re-evaluated and fine-tuned through testing. The final result showed that the best performing ads target an audience of women of all ages. Bosnia and Herzegovina makes the brands most profitable market, with the biggest number of sales, and the lowest cost per purchase. The feed placement on Facebook and Instagram get the best reaction, and the bestsellers are products in the white sneakers category. The ads created as part of this project showed significantly better performance by the company’s standards, and average performance by the industry’s standards. This project designed a simple guide on how to start making a shift towards data-driven marketing approaches with a limited budget, and has given the company motivation to utilize its data more and better. |
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