von Thomas Hansmann und Florian Nottorf (2014), 11th International Joint Conference on e-Business and Telecommunications (ICE-B).
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.
Keywords: Data Landscape, Decision Support, Online Advertising, User JourneyKompletten Artikel lesen