ANALYSIS OF BUSINESS PROCESS MODELING: A CASE OF PRIVATE TARGETED ADVERTISING AGENCY
https://doi.org/10.55452/1998-6688-2025-22-2-440-454
Abstract
Business Process Modeling (BPM) plays a pivotal role in optimizing decision-making for targeted advertising in digital marketing. Traditional manual BPM models, reliant on human-driven workflows, face limitations in scalability, efficiency, and adaptability to dynamic market demands. This study aims to develop and evaluate a Human-AI Hybrid BPMN framework that integrates AI-driven automation with human expertise to enhance process adaptability, targeting precision, and regulatory compliance (e.g., GDPR, CCPA) for private advertising agencies in Kazakhstan [3, 9]. The methodology employs a comparative mixed-methods approach using BPMN diagramming tools (Bizagi), Meta developer tools, and Google Analytics to evaluate three BPM models (manual, AI-driven, and hybrid) against key performance indicators including process efficiency, error reduction, and automation scalability. Empirical findings from real-world case studies and simulations demonstrate that AI integration reduces manual workload by 30–50%, improves targeting accuracy by 25–40%, and minimizes decision-making errors. However, early-stage AI interventions require human feedback to mitigate biases and ensure ethical compliance [10]. The study also addresses gaps in existing literature, such as the lack of practical frameworks for AI-driven BPM in advertising and the need for hybrid models balancing automation with human oversight. Future research directions include leveraging reinforcement learning for AI adaptability and industry-specific tuning. This work contributes a scalable, compliant, and efficient BPM framework for targeted advertising, bridging theoretical and practical gaps in AI-driven process optimization.
About the Authors
I. M. OspanovKazakhstan
Master’s student in IT management
Almaty
B. M. Avinash
Kazakhstan
Associate Professor
Almaty
R. K. Ilhamzhanov
Kazakhstan
Head of advertising agency
Almaty
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Review
For citations:
Ospanov I.M., Avinash B.M., Ilhamzhanov R.K. ANALYSIS OF BUSINESS PROCESS MODELING: A CASE OF PRIVATE TARGETED ADVERTISING AGENCY. Herald of the Kazakh-British Technical University. 2025;22(2):440-454. https://doi.org/10.55452/1998-6688-2025-22-2-440-454