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Dynamic MCDA Approach to Multilevel Decision Support in Online Environment

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Computational Collective Intelligence (ICCCI 2016)

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 9875))

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Abstract

Effective online marketing requires technologies supporting campaign planning and execution at the operational level. Changing performance over time and varying characteristics of audience require appropriate processing for multilevel decisions. The paper presents the concept of adaptation of the Multi-Criteria Decision Analysis methods (MCDA) for the needs of multilevel decision support in online environment, when planning and monitoring of advertising activity. The evaluation showed how to integrate data related to economic efficiency criteria and negative impact on the recipient towards balanced solutions with limited intrusiveness within multi-period data.

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Acknowledgments

The work was partially supported by European Union’s Seventh Framework Programme for research, technological development and demonstration under grant agreement no 316097 [ENGINE].

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Authors and Affiliations

  1. West Pomeranian University of Technology, Szczecin, Żołnierska 49, 71-210, Szczecin, Poland

    Jarosław Jankowski & Jarosław Wątróbski

  2. Department of Computational Intelligence, Wrocław University of Technology, Wybrzeże Wyspiańskiego 27, 50-370, Wrocław, Poland

    Jarosław Jankowski

  3. The Jacob of Paradyż University of Applied Sciences in Gorzów Wielkopolski, Teatralna 25, 66-400, Gorzów Wielkopolski, Poland

    Paweł Ziemba

Authors
  1. Jarosław Jankowski
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  2. Jarosław Wątróbski
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  3. Paweł Ziemba
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Corresponding author

Correspondence to Jarosław Jankowski .

Editor information

Editors and Affiliations

  1. Wrocław University of Technology, Wrocław, Poland

    Ngoc-Thanh Nguyen

  2. Aristotle University of Thessaloniki, Thessaloniki, Greece

    Lazaros Iliadis

  3. Department of Forestry and Management, Democritus University of Thrace, Orestiada, Thrace, Greece

    Yannis Manolopoulos

  4. Wrocław University of Technology, Wrocław, Poland

    Bogdan Trawiński

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Jankowski, J., Wątróbski, J., Ziemba, P. (2016). Dynamic MCDA Approach to Multilevel Decision Support in Online Environment. In: Nguyen, NT., Iliadis, L., Manolopoulos, Y., Trawiński, B. (eds) Computational Collective Intelligence. ICCCI 2016. Lecture Notes in Computer Science(), vol 9875. Springer, Cham. https://doi.org/10.1007/978-3-319-45243-2_51

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  • DOI: https://doi.org/10.1007/978-3-319-45243-2_51

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-45242-5

  • Online ISBN: 978-3-319-45243-2

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