Strategic Approach for Improving Advertising Revenue Through a Data Driven approach: Case Study of YouTube, Japan

Advertising is experiencing some major milestones and amongst them the evolution of online advertising has been disruptive. The U.S. research firm eMarketer predicts that U.S. digital ad spending this year will increase 19.1% to $129.3 billion and traditional advertising will fall 19% to $109.5 billion (Techcrunch.com, 2019). Among them, video advertising is the latest evolution in the advertising field, with YouTube generating $15 billion in ad revenue in 2019. Japan is one of the biggest markets for YouTube, and UUUM is Japan's leading online creator network company for YouTubers. In this study, the author explores different methods of knowledge discovery and creates a data analysis solution using data modelling techniques using SAS Enterprise Miner. Through this analysis, this paper recommends a strategic approach for business improvement in YouTube advertising using a data-driven approach.