Optimizing Intelligent Marketing with AI-Based DSS (Case Study: Sprout Social at University of Science and Technology, Aden, Yemen)

Abstract

The objective of this study was to explore the role of AI-driven decision support tools, specifically Sprout Social, in enhancing digital marketing strategies for higher education institutions. The research aimed to analyze social media performance metrics over a three-year period (2022–2024) at the University of Science and Technology, Aden, focusing on trends in engagement rates, followers, and content impact. The study used a descriptive and analytical approach, utilizing Sprout Social’s analytics dashboard to track changes in metrics such as video views and impressions. Key findings include a significant increase in video content’s impact on engagement (+2700% in 2023, +34.8% in 2024) and a shift towards deeper audience engagement despite a decline in net page likes. These results highlight the effectiveness of AI tools in refining marketing strategies, particularly through video content, and underscore the challenges faced by Yemeni universities in fully leveraging these technologies. The study provides actionable insights for higher education institutions to optimize their digital marketing strategies and suggests the need for continuous adaptation and investment in AI-driven tools to maintain competitiveness in the digital landscape