Decision Support and Online Advertising: Development and Empirical Testing of a Data Landscape

Thomas Hansmann; Florian Nottorf

doi:10.5220/0005060401110122

Decision Support and Online Advertising: Development and Empirical Testing of a Data Landscape

Thomas Hansmann
, Florian Nottorf

Adference GmbH

Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › Begutachtung

Abstract

The number of data sources available inside and outside companies and total data points increase, which makes the coordinated data selection in the forefront of decision making with respect to a specific economic goal becomes more and more relevant. To assess the available data and enhance decision support, we develop a framework including a process model that supports the identification of goal-oriented research questions and a data landscape that provides a structured overview of the available data inside and outside the company. We empirically tested the framework in the field of online advertising to enhance decision support in managing display advertising campaigns. The test reveals that the developed data landscape supports the identification and selection of decision-relevant data and that the subsequent analysis leads to economic valuable results.

Originalsprache	Englisch
Titel	ICE-B 2014 : Proceedings of the 11th International Conference on e-Business, Vienna, Austria 28 - 30 August, 2014
Redakteure/-innen	Mohammad S. Obaidat, Andreas Holzinger, Marten van Sinderen, Peter Dolog
Seitenumfang	12
Herausgeber (Verlag)	Science and Technology Publications, Lda (SciTePress)
Erscheinungsdatum	01.01.2014
Seiten	111-122
ISBN (Print)	978-1-4673-9242-6, 978-989-758-043-7
ISBN (elektronisch)	978-9-8985-6598-3
DOIs	https://doi.org/10.5220/0005060401110122
Publikationsstatus	Erschienen - 01.01.2014
Veranstaltung	11th International Conference on e-Business - ICE-B 2014 - Wien, Österreich Dauer: 28.08.2014 → 30.08.2014 Konferenznummer: 11 http://www.ice-b.icete.org/?y=2014

Bibliographische Notiz

Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications

Fachgebiete und Schlagwörter

Wirtschaftsinformatik

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10.5220/0005060401110122Lizenz: CC BY-NC-ND

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Hansmann, T., & Nottorf, F. (2014). Decision Support and Online Advertising: Development and Empirical Testing of a Data Landscape. in M. S. Obaidat, A. Holzinger, M. van Sinderen, & P. Dolog (Hrsg.), ICE-B 2014: Proceedings of the 11th International Conference on e-Business, Vienna, Austria 28 - 30 August, 2014 (S. 111-122). (ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications). Science and Technology Publications, Lda (SciTePress). https://doi.org/10.5220/0005060401110122

Hansmann, Thomas ; Nottorf, Florian. / Decision Support and Online Advertising : Development and Empirical Testing of a Data Landscape. ICE-B 2014: Proceedings of the 11th International Conference on e-Business, Vienna, Austria 28 - 30 August, 2014 . Hrsg. / Mohammad S. Obaidat ; Andreas Holzinger ; Marten van Sinderen ; Peter Dolog. Science and Technology Publications, Lda (SciTePress), 2014. S. 111-122 (ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications).

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Hansmann, T & Nottorf, F 2014, Decision Support and Online Advertising: Development and Empirical Testing of a Data Landscape. in MS Obaidat, A Holzinger, M van Sinderen & P Dolog (Hrsg.), ICE-B 2014: Proceedings of the 11th International Conference on e-Business, Vienna, Austria 28 - 30 August, 2014 . ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications, Science and Technology Publications, Lda (SciTePress), S. 111-122, 11th International Conference on e-Business - ICE-B 2014 , Wien, Österreich, 28.08.14. https://doi.org/10.5220/0005060401110122

Decision Support and Online Advertising: Development and Empirical Testing of a Data Landscape. / Hansmann, Thomas; Nottorf, Florian.
ICE-B 2014: Proceedings of the 11th International Conference on e-Business, Vienna, Austria 28 - 30 August, 2014 . Hrsg. / Mohammad S. Obaidat; Andreas Holzinger; Marten van Sinderen; Peter Dolog. Science and Technology Publications, Lda (SciTePress), 2014. S. 111-122 (ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications).

Publikation: Beiträge in Sammelwerken › Aufsätze in Konferenzbänden › Forschung › Begutachtung

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AU - Hansmann, Thomas

AU - Nottorf, Florian

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Y1 - 2014/1/1

N2 - The number of data sources available inside and outside companies and total data points increase, which makes the coordinated data selection in the forefront of decision making with respect to a speciﬁc economic goal becomes more and more relevant. To assess the available data and enhance decision support, we develop a framework including a process model that supports the identiﬁcation of goal-oriented research questions and a data landscape that provides a structured overview of the available data inside and outside the company. We empirically tested the framework in the ﬁeld of online advertising to enhance decision support in managing display advertising campaigns. The test reveals that the developed data landscape supports the identiﬁcation and selection of decision-relevant data and that the subsequent analysis leads to economic valuable results.

AB - The number of data sources available inside and outside companies and total data points increase, which makes the coordinated data selection in the forefront of decision making with respect to a speciﬁc economic goal becomes more and more relevant. To assess the available data and enhance decision support, we develop a framework including a process model that supports the identiﬁcation of goal-oriented research questions and a data landscape that provides a structured overview of the available data inside and outside the company. We empirically tested the framework in the ﬁeld of online advertising to enhance decision support in managing display advertising campaigns. The test reveals that the developed data landscape supports the identiﬁcation and selection of decision-relevant data and that the subsequent analysis leads to economic valuable results.

KW - Business informatics

KW - Data landscape

KW - Decision support

KW - Online advertising

KW - User journey

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M3 - Article in conference proceedings

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SN - 978-989-758-043-7

T3 - ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications

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EP - 122

BT - ICE-B 2014

A2 - Obaidat, Mohammad S.

A2 - Holzinger, Andreas

A2 - van Sinderen, Marten

A2 - Dolog, Peter

PB - Science and Technology Publications, Lda (SciTePress)

Y2 - 28 August 2014 through 30 August 2014

ER -

Hansmann T, Nottorf F. Decision Support and Online Advertising: Development and Empirical Testing of a Data Landscape. in Obaidat MS, Holzinger A, van Sinderen M, Dolog P, Hrsg., ICE-B 2014: Proceedings of the 11th International Conference on e-Business, Vienna, Austria 28 - 30 August, 2014 . Science and Technology Publications, Lda (SciTePress). 2014. S. 111-122. (ICE-B 2014 - Proceedings of the 11th International Conference on e-Business, Part of ICETE 2014 - 11th International Joint Conference on e-Business and Telecommunications). doi: 10.5220/0005060401110122

Decision Support and Online Advertising: Development and Empirical Testing of a Data Landscape

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