Digital marketing process enhancement in an online store utilising a combination of design of experiments and lean six sigma

Purpose: This research aims to enhance digital marketing processes by using design of experiments in safelist mailers and traffic exchange websites. Design/methodology/approach: The research applies design of experiments to improve an online digital marketing website. Findings: The findings show that design of experiments can help improve digital marketing quality by generating more interactions with safelist mailers and traffic exchange websites, reducing time spent in the marketing process, allocating the appropriate amount of credits to significant websites and avoiding product price increases. Research limitations/implications: This research aims to increase awareness of the impact and applicability of design of experiments to digital marketing and demonstrates the application of design of experiments in any digital marketing process, including safelist mailers and traffic exchange websites. Originality/value: To the best of the authors’ knowledge, this is the first study applying design of experiments within online marketing. This study can be leveraged by academics and marketing functions to demonstrate the benefits of design of experiments to the marketing function to improve process efficiency and resource utilisation.