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Authors: Thomas Hansmann 1 and Florian Nottorf 2

Affiliations: 1 Leuphana University, Germany ; 2 Adference GmbH, Germany

Keyword(s): Data Landscape, Decision Support, Online Advertising, User Journey

Related Ontology Subjects/Areas/Topics: Artificial Intelligence ; Business Performance ; Business Process Management ; Business-It Alignment ; e-Business ; Enterprise Engineering ; Enterprise Information Systems ; Knowledge Management and Information Sharing ; Knowledge-Based Systems ; Symbolic Systems

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.

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Paper citation in several formats:
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 (ICETE 2014) - ICE-B; ISBN 978-989-758-043-7, SciTePress, pages 111-122. DOI: 10.5220/0005060401110122

@conference{ice-b14,
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 (ICETE 2014) - ICE-B},
year={2014},
pages={111-122},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0005060401110122},
isbn={978-989-758-043-7},
}

TY - CONF

JO - Proceedings of the 11th International Conference on e-Business (ICETE 2014) - ICE-B
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
PB - SciTePress

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