Outdoor Advertising Effectiveness Forecasting Model Applying Enterprse Architecture to Increase Sales in Small Businesses

Abstract :

The present research focuses on the importance of forecasting outdoor advertising effectiveness in the placement of advertising items in the public thoroughfare, especially in the implementation of billboards, as every damage entails a percentage decrease in the investment in Latin America compared with the previous year. The inexistent effectiveness measurement and a process lacking structure have caused loss of service in trade marketing companies because customers prefer a more expensive service such as digital advertising, which has an effectiveness measurement system. To solve this problem, we developed a placement process flow and used a linear regression model to demonstrate the placement time influence on sales of 40 stores, in two scenarios: 2018 and 2019. Thus, placement time was reduced by approximately 74.35% and sales increased by 145%