Knowledge Discovery Tools for Digital Advertising Effectiveness in Jordanian Telecommunications Sector

  • Marwa Hamza, Adel Odeh AL-Hashem

Abstract

Nowadays, various popular knowledge discovery tools are available to help companies extract of hidden predictive information from databases and data warehouses. A huge amount of data provide opportunity to predict future trends and assist businesses to enhance the effectiveness of digital advertising campaigns in order to promote their products and services through various offered advertisements. The purpose of this study is to investigate knowledge discovery tools (data mining, web mining, OLAP, social media mining) which effect on digital advertising effectiveness (Exposure, Interactivity). data were collected using a developed questionnaire with a random sample 449 employees from the Jordanian telecommunications sector companies. Findings revealed that there is a significantly positive impact of knowledge discovery tools on the effectiveness of digital advertising. It concluded that researched companies should be maintaining the necessary requirements and advanced technical needs and provide financial, administrative support to keep up with knowledge discovery tools for enabling the effectiveness of digital advertising.

Published
2020-03-17
How to Cite
Adel Odeh AL-Hashem, M. H. (2020). Knowledge Discovery Tools for Digital Advertising Effectiveness in Jordanian Telecommunications Sector. International Journal of Control and Automation, 13(1), 427 - 436. Retrieved from https://sersc.org/journals/index.php/IJCA/article/view/6007
Section
Articles