THE RELATIONSHIP BETWEEN DATA DRIVEN TARGETED ONLINE ADVERTS AND INCREASE QUALITY LEAD GENERATION FOR MSMES IN ANAMBRA STATE
Keywords:
Data-driven targeted online adverts, quality lead generation, micro, small and medium enterprises.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.
