Decision support in the field of online marketing - development of a data landscape
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Decision support in the field of online marketing - development of a data landscape. / Hansmann, Thomas; Nottorf, Florian.
E-Business and Telecommunications - 11th International Joint Conference, ICETE 2014, Revised Selected Papers. ed. / Mohammad S. Obaidat; Joaquim Filipe; Andreas Holzinger. Springer New York LLC, 2015. p. 76-95 (Communications in Computer and Information Science; Vol. 554).Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review
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TY - CHAP
T1 - Decision support in the field of online marketing - development of a data landscape
AU - Hansmann, Thomas
AU - Nottorf, Florian
N1 - Conference code: 11
PY - 2015
Y1 - 2015
N2 - The relevance of decision support and the related potential has increased in the past years fostered by the rising number of data sources available inside and outside companies and total data points. The available data sources, especially company-external differ in their explanatory power and the effort needed to extract and process the data. To structure the available data and enhance the decision support process, we develop a construction model based on the principles of design science research for the development of a data landscape, which enables the definition of goal-oriented research questions and the identification of related available data in and outside of the company. The framework is empirically tested in the field online advertising. The application reveals the landscapes contribution to the decision making which leads to economic valuable results.
AB - The relevance of decision support and the related potential has increased in the past years fostered by the rising number of data sources available inside and outside companies and total data points. The available data sources, especially company-external differ in their explanatory power and the effort needed to extract and process the data. To structure the available data and enhance the decision support process, we develop a construction model based on the principles of design science research for the development of a data landscape, which enables the definition of goal-oriented research questions and the identification of related available data in and outside of the company. The framework is empirically tested in the field online advertising. The application reveals the landscapes contribution to the decision making which leads to economic valuable results.
KW - Data landscape
KW - Decision support
KW - Online marketing
KW - Business informatics
UR - http://www.scopus.com/inward/record.url?scp=84955246797&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-25915-4_5
DO - 10.1007/978-3-319-25915-4_5
M3 - Article in conference proceedings
AN - SCOPUS:84955246797
SN - 9783319259147
T3 - Communications in Computer and Information Science
SP - 76
EP - 95
BT - E-Business and Telecommunications - 11th International Joint Conference, ICETE 2014, Revised Selected Papers
A2 - Obaidat, Mohammad S.
A2 - Filipe, Joaquim
A2 - Holzinger, Andreas
PB - Springer New York LLC
T2 - 11th International Joint Conference on e-Business and Telecommunications - ICETE 2014
Y2 - 28 August 2014 through 30 August 2014
ER -