Smart Communication Networks for Digital Marketing Performance Optimization
Year: 2026
Type: conference-paper
Abstract: This paper proposes a marketing-aware Software Defined Networking (SDN) architecture that dynamically adapts Quality of Service (QoS) parameters in order to optimize digital marketing performance indicators such as conversion rate (CR) and click-through rate (CTR). The proposed model integrates network-level metrics (latency, jitter, packet loss) with marketing KPIs using a mathematical optimization framework implemented in an SDN controller. A simulation experiment was conducted on a network topology consisting of 18 nodes representing content servers, routers and user access points. The proposed adaptive traffic prioritization algorithm dynamically reallocates bandwidth and routing paths according to predicted marketing campaign sensitivity to network delay. Experimental evaluation using real QoS parameters of six telecom operators demonstrates that adaptive SDN-based management reduces latency by 17% and jitter by 27%, resulting in a $10-15 \%$ improvement in campaign conversion and click-through rates. The results confirm that network-level optimization can significantly influence marketing effectiveness. The proposed concept of marketing-oriented network management opens a new interdisciplinary direction connecting communication networks and digital marketing analytics.
Language: English
Subfield: Computer Networks and Communications
Field: Computer Science
Domain: Physical Sciences
Open Access status: hybrid
OpenAlex ID: W7166221983