The Impact of Big Data-Based Customer Segmentation on Programmatic Purchasing Efficiency: The Role of Chatbot-Based Interactions

This study examines the contribution of big data-based customer segmentation applications to productivity increase in programmatic purchasing processes and the role of integration of chatbot-based customer interactions into this process. In line with the theoretical approaches and current application examples in the literature, the relationship between the accuracy of segmentation and the effective use of media investments is examined; the impact of chatbot technology on data collection, analysis and personalization processes is evaluated. The findings obtained indicate the importance of data-oriented automation systems in the restructuring of digital advertising strategies.