<![CDATA[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.]]>
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