Putra, Wisnu Buana (2024) Analisis Dan Visualisasi Data Periklanan Digital Menggunakan EDA Pada Aplikasi Payment Point Online Bank (STUDI KASUS: PT. XYZ). S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis dan memvisualisasikan data kampanye pemasaran digital pada aplikasi PPOB (Payment Point Online Banking) milik PT. XYZ menggunakan pendekatan Exploratory Data Analysis (EDA). Pemasaran digital memainkan peran penting dalam strategi pemasaran perusahaan, namun mereka menghadapi tantangan dalam mengoptimalkan kinerja iklan digital. Metode EDA digunakan untuk memahami lebih dalam mengenai perilaku pelanggan, preferensi produk, dan efektivitas kampanye pemasaran dengan menganalisis data dari kampanye pemasaran digital. Data yang dianalisis meliputi informasi tentang pengguna aplikasi PPOB, interaksi mereka dengan iklan dan promosi, serta data transaksi terkait kampanye tersebut. Penelitian ini melibatkan langkah-langkah EDA seperti pengumpulan data, pembersihan data, eksplorasi data, dan visualisasi data menggunakan teknik grafis. Dengan memvisualisasikan data secara efektif, diharapkan diperoleh wawasan yang berarti, seperti tren konsumen, preferensi produk, dan kinerja kampanye. Hasil penelitian ini diharapkan memberikan wawasan berharga bagi PT. XYZ dan perusahaan serupa dalam mengoptimalkan strategi pemasaran melalui dashboard digital yang memungkinkan perusahaan mengidentifikasi peluang baru, mengalokasikan sumber daya dengan efisien, meningkatkan efektivitas kampanye, dan mempercepat proses pengambilan keputusan. This study focuses on utilizing the Exploratory Data Analysis (EDA) approach to analyze and visualize digital marketing campaign data on a PPOB application. Digital marketing plays a critical role in the overall marketing strategy, but optimizing digital advertising performance poses a challenge. Through the EDA method, this research aims to gain deeper insights into customer behavior, product preferences, and campaign effectiveness by examining data from digital marketing campaigns. The dataset includes valuable information about PPOB application users, their interactions with ads and promotions, and transaction data associated with these campaigns. The EDA process involves crucial steps such as data collection, cleansing, exploration, and visualization using graphical techniques. By effectively visualizing the data, this study aims to uncover significant findings related to consumer trends, product preferences, and campaign performance. The outcomes of this research intend to provide valuable insights to similar companies seeking to optimize their digital marketing strategies through digital dashboard and gaining a comprehensive understanding of digital marketing campaign data to enables companies to identify new opportunities, allocate resources efficiently, enhance campaign effectiveness, and expedite decision-making processe
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 41821120023 |
| Uncontrolled Keywords: | analisis data, visualisasi data, kampanye periklanan digital, Exploratory Data Analysis, aplikasi PPOB. Data analysis, data visualization, digital marketing campaigns, Exploratory Data Analysis, PPOB application |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 003 Systems/Sistem-sistem |
| Divisions: | Fakultas Ilmu Komputer > Sistem Informasi |
| Depositing User: | WIDYA AYU PUSPITA NINGRUM |
| Date Deposited: | 07 Feb 2024 07:19 |
| Last Modified: | 07 Feb 2024 07:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/85940 |
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