Designing an online marketing investment evaluation system case study of cosmetics manufacturing company

Abstract

© 2018 IEEE. At present, online marketing is one of the vital marketing strategies of a normal company such as cosmetics manufacturing company. Conversely, return on ads spending (ROAS) has continued to decrease. This study examines the cause of this issues by using 5 Whys Analysis, conducting and observing the operation and tools of Marketing Department, Project Association Department (PA), Project Management Department (PM) and Managing Director. The result shows that the root cause is the marketing department's delay in monitoring the marketing data. Moreover, this study designs the online marketing evaluation system. The dashboard of this system will display the detail of customer journey and the result of measurement of return on marketing investment (ROMI) as well as ROAS which are significant for the case study by real-time form concluding the internal database - customer requirement database system and sale database system and external database - Google Analytics which is the web analytics. From analysing the assumption from historical data by linear regression, the result shows that ROMI can increase up to maximum 6.56%, while ROAS can increase up to maximum 20%. This information shows the effect in using the system will help case study increase opportunity of the purchasing and revenue and will lead to competitive advantage. Additionally, it helps to reduce some of processes for recording the marketing data.