A systematic review of supply chain analytics for targeted ads in E-commerce

Supply Chain Analytics (SCA) has emerged as a critical factor in determining the success of electronic commerce (E-commerce) companies. This review investigates the significant impact that SCA has had on the advertising landscape in the e-commerce industry. This article examines the complex correlation between electronic vendor (E-vendor) targeted advertising strategies and SCA by extensively reviewing critical scholarly works. By harnessing sophisticated analytics methodologies, organisations can acquire intricate understandings of consumer behaviour, cultivating heightened customer engagement and loyalty levels. Furthermore, the review highlights the significance of anticipating and resolving potential roadblocks that may arise during the deployment of SCA, such as financial consequences and external disruptions. Ultimately, the broad application of SCA facilitates customised advertisements.