Dynamic Decision Support in the Internet Marketing Management

The article deals with the problem of selecting an advertisement variant on the basis of dynamically-changing values of evaluation criteria. Therefore, a framework, used in an online environment, of a dynamic multi-criteria decision analysis (DMCDA) has been prepared. The framework was based on the PROMETHEE method which makes it possible to carry out a very detailed analysis of a decision process and obtained solutions. While applying the prepared framework, a number of ad variants were considered on the basis of the data collected during a subjective study and a field experiment. In the course of solving the decision problem, the advertiser’s and website operator’s perspectives as well as two aggregation strategies of dynamic data were considered. As a result, the following was obtained: partial rankings of variants, global rankings considering the advertiser’s and publisher’s points of view, GDSS rankings pointing to compromise solutions by merging the two points of view. The obtained solutions were verified by means of: examining correlation coefficients, a GAIA analysis and an analysis of ranking robustness to preference changes. The end result was that the most satisfying advertiser and publisher were determined.