Dynamic MCDA Approach to Multilevel Decision Support in Online Environment

  • Jarosław JankowskiEmail author
  • Jarosław Wątróbski
  • Paweł Ziemba
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9875)


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.


Online marketing Intrusiveness Decision support MCDA methods 



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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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Jarosław Jankowski
    • 1
    • 2
    Email author
  • Jarosław Wątróbski
    • 1
  • Paweł Ziemba
    • 3
  1. 1.West Pomeranian University of Technology, SzczecinSzczecinPoland
  2. 2.Department of Computational IntelligenceWrocław University of TechnologyWrocławPoland
  3. 3.The Jacob of Paradyż University of Applied Sciences in Gorzów WielkopolskiGorzów WielkopolskiPoland

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