TY - M-10070
AU - Patel, Dishu
TI - Optimizing Digital Marketing Through Cross-Platform Data Integration: A Focus on Facebook Campaign Efficiency
T2 - Scientific Research Journal of Science, Engineering and Technology

PY - 2023
VL - 1
IS - 2
SN - 2584-0584

AB - This research delves into a strategic approach to optimize
digital marketing campaigns, mainly focusing on Facebook Lead generation. The
primary challenges involved integrating audience data from Google Analytics and
proprietary Machine Learning models with Facebook's advertising platform. The
solution approach entailed a seamless integration of Facebook Pixel and Click
ID data into Google Analytics, followed by sophisticated data processing and
audience segmentation in BigQuery. The key objective was to improve the
efficiency and effectiveness of Facebook campaigns by utilizing advanced
lead-scoring models for more accurate audience targeting. This strategy
significantly reduced Cost Per Lead (CPL), demonstrating the effectiveness of
cross-platform data integration and analytics in enhancing digital marketing
campaign performance.

KW - Digital Marketing
KW -  Facebook Advertising
KW -  Google Analytics
KW -  BigQuery
KW -  Lead Scoring
KW -  Audience Segmentation
KW -  Cost Per Lead Optimization
KW -  Data Integration
DO -