Repository logo
 

Optimizing Performance Marketing Through Business Process Modelling and Data Visualization

Simple item page
dc.contributor.advisorArtinger, Florian
dc.contributor.advisorKoç, Hasan
dc.contributor.authorMustafa Polat
dc.contributor.departmentFaculty of Business Administration
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2024-01-15
dc.date.accessioned2025-12-02T10:34:54Z
dc.date.available2025-12-02T10:34:54Z
dc.date.issued2023
dc.description.abstractAI-GENERATED ABSTRACT: Abstract: This thesis explores the integration of business process management (BPM) and data visualization tools to optimize performance marketing campaigns. The study looks at the present status of performance marketing, the benefits of BPM in improving strategies, the importance of data visualization tools like Tableau, and the challenges and opportunities connected with their integration. The survey results show that BPM and data visualization tools are widely used in performance marketing, with moderate efficacy for BPM integration and good perceptions for data visualization. Data integration complexity, learning curves, communication and collaboration issues, implementation complexities, data accuracy and privacy concerns, time and resource constraints, and skill development in data visualization are identified through thematic analysis of interviews. Organizations may improve their performance marketing strategies and get greater results by tackling these issues and capitalizing on the advantages. This study adds to a full understanding of the integration of BPM and data visualization tools in performance marketing and gives useful insights for practitioners looking to optimize their campaigns. Keywords: Performance Marketing, Business Process Management (BPM), Data Visualization, Integration, Optimizationen
dc.description.degreeMA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTE: Table of Contents table of Contents.....................................................................................i list of Tables.........................................................................................ii table of Figures......................................................................................iii abstract...................................................................................................iv 1. Introduction.......................................................................................1 2. Literature Review and Theoretical Framework..........................................4 2.1. Current State of Performance Marketing and Challenges Faced...............4 2.2. Business Process Management (bpm)..................................................9 2.2.1. Importance of Business Process Management in Organizational Performance...............................................................................10 2.2.2. Role of Business Process Management.....................................11 2.3. Tableau and Its Significance in Data Visualization...............................15 2.4. Theoretical Basis for Investigating the Integration of Bpm and Tableau in Performance Marketing Strategies................................................18 3. Methodology.....................................................................................20 4. Findings............................................................................................22 4.1. Analysis of Survey Data on the Usage of Bpm and Data Visualization in Performance Marketing...................................................................22 4.1.1. Results of Survey...........................................................................24 4.2. Analysis of Interviews on the Usage of Bpm and Data Visualization in Performance Marketing.................................................................36 5. Integration of Bpm and Tableau in Performance Marketing.........................42 6. Discussion..........................................................................................51 7. Conclusion..........................................................................................53 8. References.........................................................................................56 9. Appendix...........................................................................................62en
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/1047
dc.language.isoeng
dc.subjectBusiness Process Management (Bpm)
dc.subjectData Visualization
dc.subjectIntegration
dc.subjectOptimization
dc.subjectPerformance Marketing
dc.titleOptimizing Performance Marketing Through Business Process Modelling and Data Visualization
dc.typeThesis

Files

Original bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
60918.pdf
Size:
1.35 MB
Format:
Adobe Portable Document Format
Download

Collections

Graduate Theses
*formerly known as BAU International Berlin - University of Applied Sciences
©2024 Berlin International University of Applied Sciences |Legal Notice|Privacy policy