文章基本信息

标题：Multistage performance modelling in digital marketing management
本地全文：下载
作者：Jarosław Wątróbski ; Jarosław Jankowski ; Paweł Ziemba 等
期刊名称：Economics & Sociology (Ternopil)
印刷版ISSN：2071-789X
电子版ISSN：2306-3459
出版年度：2016
卷号：9
期号：2
DOI：10.14254/2071-789X.2016/9-2/7
出版社：Centre of Sociological Research
摘要：Effective online marketing management requires developing new research methods supporting campaign performance evaluation. The paper presents a multistage approach with performance modelling based on Dynamic Multi Criteria Decision Analysis. The crisp and fuzzy versions of the TOPSIS method were used in the process of dynamic modelling. The evaluation was performed in terms of marketing management, taking into account several conflicting criteria (user experience and intensity of advertising content). Real data from advertising servers were used during the evaluation and example decision processes were performed.
关键词：TOPSIS; Dynamic MCDA; online environment.