A Decision Support System for Website Selection for Internet Based Advertising and Promotions

Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 298)

Abstract

With the onset of the internet era, the focus shifted in marketing from Word of Mouth to the Word of Web. However, the size of the web increasing in leaps and bounds. A major challenge is to identify suitable websites for promotion of marketing campaigns. The operational issues in addressing the challenge can be classified into two parts. The first is to identify the critical factors for evaluating websites. The second is to evaluate the websites against these evaluation factors, and select them from a large pool of websites. Creating a schema for selecting such websites from a large list is a major challenge. This paper proposes a decision support system to select suitable partner websites from a list, by evaluating them against a set of context specific website-quality evaluation criteria. The integrated methodology for decision support uses Delphi, Analytic Hierarchy Process and Cuckoo Search.

Keywords

Decision support system Website selection Internet marketing Analytic hierarchy process Cuckoo search Delphi Marketing analytics 

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Copyright information

© Springer India 2014

Authors and Affiliations

  1. 1.Indian Institute of Management RohtakRohtakIndia

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