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Erick Dazki
Information Technology, Pradita University
Computer Science & IT

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Advertising Business Processes through Data-Driven Enterprise Architecture: A Conceptual Model of PT Akuratman Mario Sutardiman; Richardus Eko Indrajit; Erick Dazki
TEPIAN Vol. 7 No. 1 (2026): March 2026
Publisher : Politeknik Pertanian Negeri Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51967/tepian.v7i1.3390

Abstract

The advertising industry is undergoing a profound transformation driven by rapid advancements in data analytics, digital infrastructure, and artificial intelligence. Traditional marketing methods, which once relied heavily on intuition and generalized audience segmentation, are now being replaced by hyper-targeted strategies that utilize real-time insights to deliver more effective and measurable outcomes. This paper presents a conceptual study aimed at designing and optimizing business processes within PT Akuratman, a fictional digital advertising agency that adopts a data-driven operational model. Using the ArchiMate enterprise architecture framework, the study structures and analyzes four core revenue streams: Campaign Management Fees, Leads-Based Pricing, Technology Licensing, and Performance-Based Advertising. Each stream is examined through a multi-layered integration of business functions, application systems, and supporting technological infrastructure. The proposed architecture leverages cloud platforms, AI-driven analytics, and scalable data pipelines to support real-time decision-making, campaign personalization, and strategic agility. The model not only enhances operational efficiency but also reinforces client engagement and marketing ROI in a competitive digital environment. Furthermore, it serves as a practical reference for industry practitioners and scholars aiming to align enterprise architecture with emerging technological innovations. The study also suggests potential areas for future research, including adaptive architecture evolution, automation strategies, and regulatory considerations in big data ecosystems.
Behavior-Driven Gamification Framework for Enhancing Health Insurance Engagement Using TOGAF-Based Business Architecture Dyah Ayu Arditya; Richardus Eko Indrajit; Erick Dazki
TEPIAN Vol. 7 No. 1 (2026): March 2026
Publisher : Politeknik Pertanian Negeri Samarinda

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51967/tepian.v7i1.3436

Abstract

Health insurance providers face significant challenges in engaging policyholders and encouraging preventive health behaviors. Traditional engagement methods often lead to low participation, reducing the effectiveness of wellness programs and increasing long-term healthcare costs. This paper presents a behavior-driven gamification framework designed to enhance policyholder engagement within the health insurance sector, utilizing a TOGAF-based business architecture approach. By integrating the principles of behavioral science with game mechanics, this model aims to motivate policyholders to actively participate in their health management through personalized, interactive experiences. The application of TOGAF’s Architecture Development Method (ADM) ensures that the gamification framework    is aligned with business objectives, operational processes, and technological infrastructure, providing a sustainable and scalable solution for health insurers. The proposed framework enhances customer engagement, improves health outcomes, and reduces operational costs by incentivizing healthy behaviors, fostering a more proactive and satisfied customer base. This research contributes to the growing field of digital health innovation and offers a strategic roadmap for integrating gamification within health insurance systems.  
Co-Authors Dyah Ayu Arditya Mario Sutardiman Richardus Eko Indrajit