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.