OPTIMIZING THE EFFECTIVENESS OF DIGITAL MARKETING CAMPAIGNS WITH THE USE OF E-COMMERCE COMPANY DECISION SUPPORT SYSTEMS

Abstract

Despite the rapid growth of the e-commerce sector in Indonesia reflected by a significant increase in the value of e-commerce transactions by 2022, the effectiveness of digital marketing campaign strategies is often faced with several challenges, including large and complex data volumes, lack of understanding of digital consumer behavior, and difficulty in measuring campaign effectiveness. This research aims to optimize the effectiveness of digital marketing campaigns by utilizing a Decision Support System (SDM), with the main focus of understanding the role of SDM in assisting decision-making in the context of digital marketing campaigns and developing a SDM model that can improve the effectiveness of these campaigns.This research uses the literature review research method which reviews or critically examines knowledge, ideas, or findings contained in academically oriented literature, formulating theoretical and methodological contributions to a particular topic. The integration of digital marketing campaigns and Decision Support Systems (SDM) increases marketing effectiveness by making the right decisions. Implementation using APIs and integration examples involves audience mapping, campaign effectiveness measurement, and campaign optimization. The application of SPK in e-commerce involves planning, development, implementation, and maintenance stages to improve marketing campaign effectiveness. Optimization of SPK integration with a focus on in-depth data analysis, customer segmentation, content personalization, and continuous monitoring can improve the effectiveness of e-commerce campaigns.