Economics & Sociology

ISSN: 2071-789X eISSN: 2306-3459 DOI: 10.14254/2071-789X
Index PUBMS: f5512f57-a601-11e7-8f0e-080027f4daa0
Article information
Title: Multistage performance modelling in digital marketing management
Issue: Vol. 9, No 2, 2016
Published date: 06-2016 (print) / 06-2016 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Jarosław Wątróbski
Jarosław Jankowski
Paweł Ziemba
Keywords: TOPSIS, Dynamic MCDA, online environment
DOI: 10.14254/2071-789X.2016/9-2/7
Index PUBMS: e364b022-027f-11e8-94c4-fa163e5d4f72
Language: English
Pages: 101-125 (25)
JEL classification: C44

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.