Decision Support and Online Advertising: Development and Empirical Testing of a Data Landscape

Research output: Contributions to collected editions/worksArticle in conference proceedingsResearchpeer-review

Authors

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.
Original languageEnglish
Title of host publicationICE-B 2014 : Proceedings of the 11th International Conference on e-Business, Vienna, Austria 28 - 30 August, 2014
EditorsMohammad S. Obaidat, Andreas Holzinger, Marten van Sinderen, Peter Dolog
Number of pages12
PublisherScience and Technology Publications, Lda (SciTePress)
Publication date01.01.2014
Pages111-122
ISBN (print)978-1-4673-9242-6, 978-989-758-043-7
ISBN (electronic)978-9-8985-6598-3
DOIs
Publication statusPublished - 01.01.2014
Event11th International Conference on e-Business - ICE-B 2014 - Wien, Austria
Duration: 28.08.201430.08.2014
Conference number: 11
http://www.ice-b.icete.org/?y=2014

    Research areas

  • Business informatics
  • Data landscape, Decision support, Online advertising, User journey

DOI