THE RELATIONSHIP BETWEEN DATA DRIVEN TARGETED ONLINE ADVERTS AND INCREASE QUALITY LEAD GENERATION FOR MSMES IN ANAMBRA STATE

Abstract

The relationship between data driven targeted online adverts and increase quality lead generation for MSMEs in Anambra State was examined in this study. This study made use of a survey research design and the population consisted of 1399 MSMEs from the study area and a sample size of 301 was arrived at using Krejcie and Morgan's formula. The questionnaire used for data collection was validated using face and content validity while the reliability was ascertained using the Cronbach Alpha technique (.873). The data analysis was carried out using both descriptive and inferential statistics and the hypotheses were tested at a 5% level of significance. The findings showed that there is a statistically significant positive relationship existing between data driven targeted online adverts and increase quality lead generation (r = .977; p-value = .000 < .05). Based on the findings, it was recommended that the owners and managers of MSMEs in Anambra state need to take seriously the issue of running online adverts using a targeted strategy so as to reach the desired audience and get quality leads without wasting resources and time in running non-target or open adverts.