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

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

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.

Original language	English
Title of host publication	ICE-B 2014 : Proceedings of the 11th International Conference on e-Business, Vienna, Austria 28 - 30 August, 2014
Editors	Mohammad S. Obaidat, Andreas Holzinger, Marten van Sinderen, Peter Dolog
Number of pages	12
Publisher	Science and Technology Publications, Lda (SciTePress)
Publication date	01.01.2014
Pages	111-122
ISBN (Print)	978-1-4673-9242-6, 978-989-758-043-7
ISBN (Electronic)	978-9-8985-6598-3
DOIs	https://doi.org/10.5220/0005060401110122
Publication status	Published - 01.01.2014
Event	11th International Conference on e-Business - ICE-B 2014 - Wien, Austria Duration: 28.08.2014 → 30.08.2014 Conference number: 11 http://www.ice-b.icete.org/?y=2014

Bibliographical note

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

Research areas and keywords

Business informatics
Data landscape
Decision support
Online advertising
User journey

Access to Document

10.5220/0005060401110122Licence: CC BY-NC-ND

Cite this

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 (Eds.), ICE-B 2014: Proceedings of the 11th International Conference on e-Business, Vienna, Austria 28 - 30 August, 2014 (pp. 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 . editor / Mohammad S. Obaidat ; Andreas Holzinger ; Marten van Sinderen ; Peter Dolog. Science and Technology Publications, Lda (SciTePress), 2014. pp. 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 (eds), 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), pp. 111-122, 11th International Conference on e-Business - ICE-B 2014 , Wien, Austria, 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 . ed. / Mohammad S. Obaidat; Andreas Holzinger; Marten van Sinderen; Peter Dolog. Science and Technology Publications, Lda (SciTePress), 2014. p. 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).

Research output: Contributions to collected editions/works › Article in conference proceedings › Research › peer-review

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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.

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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, editors, 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. p. 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

Abstract

Bibliographical note

Research areas and keywords

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