Journal of Scientific Papers

ECONOMICS & SOCIOLOGY


© CSR, 2008-2015
ISSN 2071-789X



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Strike Plagiarism

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  • General Founder and Publisher:


    Centre of Sociological Research

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    University of Szczecin (Poland)


    Mykolas Romeris University (Lithuania)

     

     
     
    Alexander Dubcek University of Trencín, Faculty of Social and Economic Relations (Slovak Republic)



     
    University of Entrepreneurship and Law, (Czech Republic)

     

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    World Economics Association (WEA)

     


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Multistage performance modelling in digital marketing management

Vol. 9, No 2, 2016

Jarosław Wątróbski

 

West Pomeranian University of Technology in Szczecin,

Szczecin, Poland

 

jwatrobski@wi.zut.edu.pl

 

MULTISTAGE PERFORMANCE MODELLING IN DIGITAL MARKETING MANAGEMENT

Jarosław Jankowski,

 

Wrocław University of Technology, Wrocław, Poland

 

jjankowski@wi.zut.edu.pl

 

 

Paweł Ziemba,

 

The Jacob of Paradyż University of Applied Science in Gorzów Wielkopolski,

Gorzów Wielkopolski, Poland

 

pziemba@pwsz.pl

 

 

Abstract.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.

 

Received: January, 2016 

1st Revision: March, 2016

Accepted: May, 2016

 

DOI: 10.14254/2071- 789X.2016/9-2/7

JEL Classification: C44

Keywords: TOPSIS, Dynamic MCDA, online environment.