Applying the Fuzzy Analytical Network Process in Digital Marketing

Author:

Kaltenrieder Patrick1,D'Onofrio Sara1,Portmann Edy1

Affiliation:

1. University of Bern, Switzerland

Abstract

The fuzzy analytical network process (FANP) is introduced as a potential multi-criteria-decision-making (MCDM) method to improve digital marketing management endeavors. Today's information overload makes digital marketing optimization, which is needed to continuously improve one's business, increasingly difficult. The proposed FANP framework is a method for enhancing the interaction between customers and marketers (i.e., involved stakeholders) and thus for reducing the challenges of big data. The presented implementation takes realities' fuzziness into account to manage the constant interaction and continuous development of communication between marketers and customers on the Web. Using this FANP framework, the marketers are able to increasingly meet the varying requirements of their customers. To improve the understanding of the implementation, advanced visualization methods (e.g., wireframes) are used.

Publisher

IGI Global

Reference100 articles.

1. Ahmadi, S., Yeh, C. H., Martin, R., & Papageorgiou, E. (2014). An FCM-fuzzy AHP approach to estimating organisational readiness for implementing an ERP system. Paper presented at Twentieth Americas Conference on Information Systems (AMCIS 2014), Savannah, GA.

2. Alsop, R., & Heinsohn, N. (2005). Measuring empowerment in practice: Structuring analysis and framing indicators. World Bank Policy Research Working Paper, 3510, 1-123.

3. Angeles, M. (2014). Wireframes. Konigi Wiki. Retrieved October 8, 2014 from http://konigi.com/node/1819

4. Argenti, P. A. (2011, February-March). Digital strategies for powerful corporate communications. European Financial Review, 61-64.

5. Marketing Dataveillance and Digital Privacy: Using Theories of Justice to Understand Consumers’ Online Privacy Concerns

同舟云学术

1.学者识别学者识别

2.学术分析学术分析

3.人才评估人才评估

"同舟云学术"是以全球学者为主线,采集、加工和组织学术论文而形成的新型学术文献查询和分析系统,可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容,当前同舟云学术共收录了国内外主流学术期刊6万余种,收集的期刊论文及会议论文总量共计约1.5亿篇,并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询!咨询电话:010-8811{复制后删除}0370

www.globalauthorid.com

TOP

Copyright © 2019-2024 北京同舟云网络信息技术有限公司
京公网安备11010802033243号  京ICP备18003416号-3