Abstract:
"Outsourcing advertising campaigns to 3rd party advertising agencies is a common practice done
by many SME organisations and sometimes large organisations too. Many organisations tend
to outsource the marketing campaigns due various reasons such as unavailability of resources
in the company, in need of professional experience in the advertising sector and various other
reasons.
It is evident that it is sometimes a hassle for the agency to take on many projects because of
the methods used in the agency, such as manual methods, no data collection and learning from
past projects etc. and this causes the agency to be inefficient and sometimes resulting in loss of
clients.
The literature review and PSPD document discusses the main problems and why efficiency is
important for the agency by the use of data analysis.
Based on this, this project aims to analyse the current processes in an advertising agency and
design, develop, test, and evaluate an advertising campaign data analytical model which would
analyse past campaigns conducted by the agency while enabling the agency to manage, track,
review projects and their promotional staff, such that the performance of the agency will
increase. To validate and get a further understanding of the problem, interviews and
questionnaires were carried out with key stakeholders of the solution by the author.
The web application developed offers the manger to add, delete and edit employees and
projects and ability to assign projects to employees and keep track of projects while having a
dashboard to analyse how the projects are performing and what can be done better"
