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

Thomas Hansmann, Florian Nottorf


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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Paper Citation

in Harvard Style

Hansmann T. and Nottorf F. (2014). Decision Support and Online Advertising - Development and Empirical Testing of a Data Landscape . In Proceedings of the 11th International Conference on e-Business - Volume 1: ICE-B, (ICETE 2014) ISBN 978-989-758-043-7, pages 111-122. DOI: 10.5220/0005060401110122

in Bibtex Style

author={Thomas Hansmann and Florian Nottorf},
title={Decision Support and Online Advertising - Development and Empirical Testing of a Data Landscape},
booktitle={Proceedings of the 11th International Conference on e-Business - Volume 1: ICE-B, (ICETE 2014)},

in EndNote Style

JO - Proceedings of the 11th International Conference on e-Business - Volume 1: ICE-B, (ICETE 2014)
TI - Decision Support and Online Advertising - Development and Empirical Testing of a Data Landscape
SN - 978-989-758-043-7
AU - Hansmann T.
AU - Nottorf F.
PY - 2014
SP - 111
EP - 122
DO - 10.5220/0005060401110122