TY - CHAP

T1 - Decision Support and Online Advertising

T2 - 11th International Conference on e-Business - ICE-B 2014

AU - Hansmann, Thomas

AU - Nottorf, Florian

N1 - Conference code: 11

PY - 2014/1/1

Y1 - 2014/1/1

N2 - The number of data sources available inside and outside companies and total data points increase, which makes the coordinated data selection in the forefront of decision making with respect to a specific economic goal becomes more and more relevant. To assess the available data and enhance decision support, we develop a framework including a process model that supports the identification of goal-oriented research questions and a data landscape that provides a structured overview of the available data inside and outside the company. We empirically tested the framework in the field of online advertising to enhance decision support in managing display advertising campaigns. The test reveals that the developed data landscape supports the identification and selection of decision-relevant data and that the subsequent analysis leads to economic valuable results.

AB - The number of data sources available inside and outside companies and total data points increase, which makes the coordinated data selection in the forefront of decision making with respect to a specific economic goal becomes more and more relevant. To assess the available data and enhance decision support, we develop a framework including a process model that supports the identification of goal-oriented research questions and a data landscape that provides a structured overview of the available data inside and outside the company. We empirically tested the framework in the field of online advertising to enhance decision support in managing display advertising campaigns. The test reveals that the developed data landscape supports the identification and selection of decision-relevant data and that the subsequent analysis leads to economic valuable results.

KW - Business informatics

KW - Data landscape

KW - Decision support

KW - Online advertising

KW - User journey

UR - http://www.scopus.com/inward/record.url?scp=84910041661&partnerID=8YFLogxK

UR - https://www.mendeley.com/catalogue/118ac9de-eaac-38cc-9901-b3452a36d10c/

U2 - 10.5220/0005060401110122

DO - 10.5220/0005060401110122

M3 - Article in conference proceedings

SN - 978-1-4673-9242-6

SN - 978-989-758-043-7

T3 - ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications

SP - 111

EP - 122

BT - ICE-B 2014

A2 - Obaidat, Mohammad S.

A2 - Holzinger, Andreas

A2 - van Sinderen, Marten

A2 - Dolog, Peter

PB - Science and Technology Publications, Lda (SciTePress)

Y2 - 28 August 2014 through 30 August 2014

ER -