A Multi-attribute Online Advertising Budget Allocation Under Uncertain Preferences
Introduction: The present research was conducted at the University of Delhi in 2017. Method: Websites were ranked on the basis of feedback from unbiased experts. Later, we proposed an integrated approach by combining ordered weighted averaging (owa) operator with fuzzy analytic hierarchy process (fa...
- Autores:
-
Gupta Aggarwal, Anu
., Aakash
- Tipo de recurso:
- Article of journal
- Fecha de publicación:
- 2018
- Institución:
- Universidad Cooperativa de Colombia
- Repositorio:
- Repositorio UCC
- Idioma:
- eng
- OAI Identifier:
- oai:repository.ucc.edu.co:20.500.12494/9440
- Acceso en línea:
- https://revistas.ucc.edu.co/index.php/in/article/view/2225
https://hdl.handle.net/20.500.12494/9440
- Palabra clave:
- Rights
- openAccess
- License
- Copyright (c) 2018 Journal of Engineering and Education
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A Multi-attribute Online Advertising Budget Allocation Under Uncertain Preferences |
| dc.title.spa.fl_str_mv |
Asignación de presupuesto para publicidad en línea considerando múltiples atributos bajo incertidumbre de preferencias |
| dc.title.por.fl_str_mv |
Destinação de verba para publicidade on-line considerando múltiplos atributos sob incerteza de preferências |
| title |
A Multi-attribute Online Advertising Budget Allocation Under Uncertain Preferences |
| spellingShingle |
A Multi-attribute Online Advertising Budget Allocation Under Uncertain Preferences |
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A Multi-attribute Online Advertising Budget Allocation Under Uncertain Preferences |
| title_full |
A Multi-attribute Online Advertising Budget Allocation Under Uncertain Preferences |
| title_fullStr |
A Multi-attribute Online Advertising Budget Allocation Under Uncertain Preferences |
| title_full_unstemmed |
A Multi-attribute Online Advertising Budget Allocation Under Uncertain Preferences |
| title_sort |
A Multi-attribute Online Advertising Budget Allocation Under Uncertain Preferences |
| dc.creator.fl_str_mv |
Gupta Aggarwal, Anu ., Aakash |
| dc.contributor.author.none.fl_str_mv |
Gupta Aggarwal, Anu ., Aakash |
| description |
Introduction: The present research was conducted at the University of Delhi in 2017. Method: Websites were ranked on the basis of feedback from unbiased experts. Later, we proposed an integrated approach by combining ordered weighted averaging (owa) operator with fuzzy analytic hierarchy process (fahp) for budget allocation. Results: A numerical example related to a company, which deals with consumer goods and wants to advertise on few e-commerce websites is discussed at the end of the paper. Budget distribution is decided by solving multi-objective maximum-dispersion-minimum-variance (mdmv) owa and fahp method. Conclusions: The proposed methodology aids managerial decisions made by handling multiple attributes simultaneously through industry experts’ opinion, and using a simple proportional rule for allocating budget. Originality: The conventional methods based on reach maximization, exposure or profit cannot meet the budget allocation needs of the modern advertising planning. Firstly, they do not take into consideration multiple attributes of media. Secondly, they do not incorporate the expert opinion and their preferences. To address these problems, we propose a multi-attribute method based on the advertising budget allocation method to divide the budget into individual websites. The attributes under consideration are: system quality, content quality, usage, trust, customer support, online customer feedback, and personalization. Limitations: In this study, we used a mdmv-owa operator in fuzzy environment but in future occasions, it may be extended to intuitionistic fuzzy domain. |
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2018-05-01 |
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https://revistas.ucc.edu.co/index.php/in/article/view/2225 10.16925/.v14i0.2225 |
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https://hdl.handle.net/20.500.12494/9440 |
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application/pdf |
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Universidad Cooperativa de Colombia |
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Ingeniería Solidaria; Vol 14 No 25 (2018): special issue; 1-10 |
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Ingeniería Solidaria; Vol. 14 Núm. 25 (2018): special issue; 1-10 |
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2357-6014 1900-3102 |
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Gupta Aggarwal, Anu., Aakash2018-05-012019-05-14T21:07:54Z2019-05-14T21:07:54Zhttps://revistas.ucc.edu.co/index.php/in/article/view/222510.16925/.v14i0.2225https://hdl.handle.net/20.500.12494/9440Introduction: The present research was conducted at the University of Delhi in 2017. Method: Websites were ranked on the basis of feedback from unbiased experts. Later, we proposed an integrated approach by combining ordered weighted averaging (owa) operator with fuzzy analytic hierarchy process (fahp) for budget allocation. Results: A numerical example related to a company, which deals with consumer goods and wants to advertise on few e-commerce websites is discussed at the end of the paper. Budget distribution is decided by solving multi-objective maximum-dispersion-minimum-variance (mdmv) owa and fahp method. Conclusions: The proposed methodology aids managerial decisions made by handling multiple attributes simultaneously through industry experts’ opinion, and using a simple proportional rule for allocating budget. Originality: The conventional methods based on reach maximization, exposure or profit cannot meet the budget allocation needs of the modern advertising planning. Firstly, they do not take into consideration multiple attributes of media. Secondly, they do not incorporate the expert opinion and their preferences. To address these problems, we propose a multi-attribute method based on the advertising budget allocation method to divide the budget into individual websites. The attributes under consideration are: system quality, content quality, usage, trust, customer support, online customer feedback, and personalization. Limitations: In this study, we used a mdmv-owa operator in fuzzy environment but in future occasions, it may be extended to intuitionistic fuzzy domain. Introducción: la presente investigación se realizó en la Universidad de Delhi, India, en 2017. Método: se clasifican los sitios web según la retroalimentación de expertos imparciales. Más adelante, proponemos un enfoque integrado que combina el operador de promediado ponderado ordenado (owa) con el proceso de jerarquía analítica difusa (fahp) para la asignación presupuestaria. Resultados: al final se analiza un ejemplo numérico relacionado con una empresa que se dedica a bienes de consumo y quiere publicitar en sitios web de comercio electrónico. Se decide cómo distribuir el presupuesto utilizando el método combinado de máxima dispersión y mínima varianza (mdmv), owa y fahp. Conclusiones: la metodología propuesta ayuda a tomar decisiones gerenciales al manejar múltiples atributos simultáneamente a partir de la opinión de expertos de la industria, y emplear una regla proporcional simple para asignar el presupuesto. Originalidad: los métodos convencionales basados en la maximización del alcance, la exposición o los beneficios no cumplen con las necesidades de asignación de presupuesto de la planificación publicitaria moderna. En primer lugar, no toman xen consideración los múltiples atributos de los medios. En segundo lugar, no incorporan la opinión de los expertos y sus preferencias. Para abordar estos problemas, proponemos un método de múltiple atributo basado en el método de asignación de presupuesto publicitario para dividir el presupuesto en sitios web individuales. Los atributos que se tienen en cuenta son: calidad del sistema, calidad del contenido, uso, confianza, atención al cliente, comentarios de los clientes en línea y personalización. Limitaciones: en este estudio utilizamos un operador mdmv-owa en un entorno difuso, pero en ocasiones futuras se puede extender al dominio difuso intuicionista.Introdução: a presente pesquisa foi realizada na Universidade de Deli, na Índia, em 2017.Método: as páginas web são classificadas conforme o feedback de especialistas imparciais. Depois, propomos um enfoque integrado, que combina o operador de média ponderada ordenada (owa) com o processo analítico hierárquico difuso (fahp) para a destinação de verba.Resultados: finalmente, um exemplo numérico relacionado com uma empresa que se dedica a bens de consumo e quer fazer publicidade em páginas web de comércio eletrônico é analisado. Utiliza-se o método combinado mdmv (maximum-dispersion-minimum-variance, na sigla em inglês), owa e fahp para decidir como distribuir a verba.Conclusões: a metodologia proposta ajuda a tomar decisões gerenciais ao manejar múltiplos atributos, simultaneamente, a partir da opinião de especialistas da indústria, e empregar uma regra proporcional simples para destinação de verba.Originalidade: os métodos convencionais, baseados na maximização do alcance, na exposição ou nos benefícios, não cumprem com as necessidades de destinação de verba do planejamento publicitário moderno. Em primeiro lugar, não consideram os múltiplos atributos dos meios. Em segundo lugar, não incorporam a opinião dos especialistas e as suas preferências. Para abordar esses problemas, propomos um método de múltiplos atributos, baseado no método de destinação de verba publicitário, para dividir as verbas em páginas web individuais. Os atributos que são levados em conta são: qualidade do sistema, qualidade do conteúdo, uso, confiança, atenção ao cliente, comentários dos clientes na rede e personalização.Limitações: neste estudo, foi utilizado um operador mdmv-owa em um entorno difuso, mas em ocasiões futuras é possível expandir ao domínio difuso intuicionista.application/pdfengUniversidad Cooperativa de Colombiahttps://revistas.ucc.edu.co/index.php/in/article/view/2225/2352https://revistas.ucc.edu.co/index.php/in/article/view/2225/2518Copyright (c) 2018 Journal of Engineering and Educationhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2Ingeniería Solidaria; Vol 14 No 25 (2018): special issue; 1-10Ingeniería Solidaria; Vol. 14 Núm. 25 (2018): special issue; 1-10Ingeniería Solidaria; v. 14 n. 25 (2018): special issue; 1-102357-60141900-3102A Multi-attribute Online Advertising Budget Allocation Under Uncertain PreferencesAsignación de presupuesto para publicidad en línea considerando múltiples atributos bajo incertidumbre de preferenciasDestinação de verba para publicidade on-line considerando múltiplos atributos sob incerteza de preferênciasArtículohttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1http://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articlehttp://purl.org/redcol/resource_type/ARTinfo:eu-repo/semantics/publishedVersionPublication20.500.12494/9440oai:repository.ucc.edu.co:20.500.12494/94402024-07-16 13:25:55.684metadata.onlyhttps://repository.ucc.edu.coRepositorio Institucional Universidad Cooperativa de Colombiabdigital@metabiblioteca.com |