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ThinkMind // DATA ANALYTICS 2019, The Eighth International Conference on Data Analytics // View article data_analytics_2019_1_40_60027


A Website Selection Model in Programmatic Advertising using Fuzzy Analytic Hierarchy Process and Similarity Methods

Authors:
Dimitris Kardaras
Stavroula Barbounaki

Keywords: Fuzzy Delphi Method; Fuzzy Analytic Hierarchy Process; Similarity Methods; Web Site selection.

Abstract:
The Web has already become a platform that reshapes business models, thus spawning new opportunities for growth. Furthermore, the Web constitutes an effective media rich communication channel for businesses to contact their customers, support their transactions and promote their products and service through digital marketing. This paper focuses on the applicability of fuzzy logic techniques to assessing web sites performance with respect to digital marketing objectives. This research utilizes the Fuzzy Delphi Method (FDM) the Fuzzy Analytic Hierarchy Process (FAHP) and similarity methods in order to select the web sites that mostly satisfy digital marketing targets that are set by a Communications Company (CC) in Greece. Data on a large number of digital marketing parameters is collected, representing the performance of the CC on the web over a period of time. This paper aims to identify the criteria that can be used for assessing web sites, to determine their relative importance and to rank web sites according to their contribution to CC objectives. Fuzzy logic is utilised to deal with the subjectivity inherent in setting a company’s priorities. FDM is used to capture the managers’ views regarding the assessment criteria and the FAHP is used for determining the criteria’s weights.

Pages: 20 to 25

Copyright: Copyright (c) IARIA, 2019

Publication date: September 22, 2019

Published in: conference

ISSN: 2308-4464

ISBN: 978-1-61208-741-2

Location: Porto, Portugal

Dates: from September 22, 2019 to September 26, 2019

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