- 41 - Suryo Hadi Wira Prabowo, Achmad Murdiono, Rachmad Hidayat, Wening Patmi Rahayu, Sutrisno / Digital Marketing Optimization / 41- 48 in Artifcial Intelligence Era by Applying Consumer Behavior Algorithm and Global Business Performance There are matters to pay attention to in running a business, specifcally marketing that will determine the right types of consumers. We can determine the right customer segments for a product or service by observing their behavior. If the target consumers are in line with the product or service offered, it make it easier to sell it. However, choosing the right consumer segment is not an easy task. There are aspects need considering to comprehend the behavior of consumers. By benefting from artifcial intelligence and its ability to process multiple factors simultaneously. This study uses a behavioral approach. The three phases conducted in this study are 1) preliminary study and initial data collection, 2) initial data analysis and designing optimization algorithm, and 3) application of optimization algorithm and its resulting behavioral analysis. There are three main results: 1) a 1 click/day increase in the number of clicks (from 7 to 8 clicks/ day), 2) a 76 posts/day drop in the number of impressions (from 129 to 53 impressions/day), and 3) a 9.66% increase in the click through ratio (CTR) (from 5.43% to 15.09%). These fndings indicate that the optimization algorithm and its application are able to increase digital marketing effectiveness. Penentuan konsumen yang tepat dapat dilihat dari perilaku konsumennya. Tetapi untuk menentukan konsumen yang tepat adalah tidak mudah. Dengan memanfaatkan kemampuan artifcial intelligence untuk mempelajari beberapa faktor secara bersamaan. Terdapat 3 tahap yang dilakukan dalam penelitian ini. Tahap pertama adalah studi pendahuluan dan pengumpulan data awal. Tahap kedua adalah analisis data awal dan perancangan algoritma optimasi. Tahap ketiga adalah penerapan algoritma optimasi dan analisis hasil penerapan perlakuan. Terdapat 3 hasil dari penelitian ini. Pertama, terjadi peningkatan jumlah klik dari 7 klik/hari menjadi 8 klik/hari. Kedua, terjadi penurunan jumlah tayangan dari 129 tayangan/hari menjadi 53 tayangan/hari. Ketiga, terjadi peningkatan Click Through Rate dari 5,43% menjadi 15,09%. Berdasarkan hasil Keywords: Artifcial Intelligence, Optimization, Digital Marketing, Consumer Behavior. Kata Kunci: Artifcial Intelligence, Optimasi, Pemasaran Digital, Perilaku Konsumen Corresponding author: suryo.hadi.fe@um.ac.id Suryo Hadi Wira Prabowo, Achmad Murdiono, Rachmad Hidayat, Wening Patmi Rahayu, Sutrisno Faculty of Economics, Universitas Negeri Malang, Jl. Semarang No. 5, Klojen, Kota Malang, Jawa Timur, Indonesia ARTICLE INFO ABSTRACT Digital Marketing Optimization in Artifcial Intelligence Era by Applying Consumer Behavior Algorithm SARI PATI Vol. 3 | No. 1 ISSN: 2581-0685 | e-ISSN: 2581-1177