Applying the Fuzzy Analytical Network Process in Digital Marketing

Big Data ◽  
2016 ◽  
pp. 1159-1188
Author(s):  
Patrick Kaltenrieder ◽  
Sara D'Onofrio ◽  
Edy Portmann
Keyword(s):  
Decision Making ◽  
Big Data ◽  
Information Overload ◽  
Digital Marketing ◽  
Multi Criteria Decision Making ◽  
Analytical Network Process ◽  
Network Process ◽  
Mcdm Method ◽  
The Web ◽  
Advanced Visualization

The fuzzy analytical network process (FANP) is introduced as a potential multi-criteria-decision-making (MCDM) method to improve digital marketing management endeavors. Today's information overload makes digital marketing optimization, which is needed to continuously improve one's business, increasingly difficult. The proposed FANP framework is a method for enhancing the interaction between customers and marketers (i.e., involved stakeholders) and thus for reducing the challenges of big data. The presented implementation takes realities' fuzziness into account to manage the constant interaction and continuous development of communication between marketers and customers on the Web. Using this FANP framework, the marketers are able to increasingly meet the varying requirements of their customers. To improve the understanding of the implementation, advanced visualization methods (e.g., wireframes) are used.

Applying the Fuzzy Analytical Network Process in Digital Marketing

2016 ◽  
pp. 202-232 ◽  
Author(s):  
Patrick Kaltenrieder ◽  
Sara D'Onofrio ◽  
Edy Portmann
Keyword(s):  
Decision Making ◽  
Big Data ◽  
Information Overload ◽  
Digital Marketing ◽  
Multi Criteria Decision Making ◽  
Analytical Network Process ◽  
Network Process ◽  
Mcdm Method ◽  
The Web ◽  
Advanced Visualization

The fuzzy analytical network process (FANP) is introduced as a potential multi-criteria-decision-making (MCDM) method to improve digital marketing management endeavors. Today's information overload makes digital marketing optimization, which is needed to continuously improve one's business, increasingly difficult. The proposed FANP framework is a method for enhancing the interaction between customers and marketers (i.e., involved stakeholders) and thus for reducing the challenges of big data. The presented implementation takes realities' fuzziness into account to manage the constant interaction and continuous development of communication between marketers and customers on the Web. Using this FANP framework, the marketers are able to increasingly meet the varying requirements of their customers. To improve the understanding of the implementation, advanced visualization methods (e.g., wireframes) are used.

scholarly journals Low-Carbon Energy Planning: A Hybrid MCDM Method Combining DANP and VIKOR Approach

Energies ◽  
2018 ◽  
Vol 11 (12) ◽  
pp. 3401 ◽  
Author(s):  
Ruijun Liu ◽  
Hao Sun ◽  
Lu Zhang ◽  
Qianwei Zhuang ◽  
Lele Zhang ◽  
...  
Keyword(s):  
Decision Making ◽  
Living Standards ◽  
Energy Planning ◽  
Multi Criteria Decision Making ◽  
Environment Protection ◽  
Low Carbon ◽  
Analytical Network Process ◽  
Network Process ◽  
Mcdm Method ◽  
Low Carbon Energy

With the development of urbanization, people’s living standards have improved. Simultaneously, the growing aggravation of resource shortages and environmental pollution have also gradually attracted widespread attention. Low-carbon energy planning can effectively reduce dependence on fossil resources and carbon emissions to the atmosphere, as well as improve the utilization of resources. Therefore, the formulation and evaluation of low-carbon energy planning have become the focus of attention for related colleges and institutions. This paper puts forward a hybrid multi-criteria decision making(MCDM) method combining decision making trial and evaluation laboratory(DEMATEL), analytical network process(ANP), and VIKOR to obtain the weight of each criterion and evaluate each alternative about low-carbon energy planning for building. A hierarchy structure of criteria involving cost, safety, reliability, and environment protection is built. Afterwards, a case of four alternatives is applied for testifying this methodology. Lastly, a comparison with prior methodologies serves as proof of the raised ranking. The presentation has proved that this methodology offers a more precise and effective foundation for decisions about low-carbon energy planning evaluation.

Adoption of Online Marketing for Service SMEs with Multi-Criteria Decision-Making Approach

2020 ◽  
pp. 356-374
Author(s):  
Lanndon Ocampo ◽  
Rosalin Merry Berdin Alarde ◽  
Dennis Anthony Kilongkilong ◽  
Antonio Esmero
Keyword(s):  
Decision Making ◽  
Small And Medium Enterprises ◽  
Analytic Network Process ◽  
Global Market ◽  
Service Industries ◽  
Online Marketing ◽  
Multi Criteria Decision Making ◽  
Network Process ◽  
Mcdm Method ◽  
Medium Enterprises

This chapter attempts to fill in the gap of evaluating the viability of adopting online marketing for small and medium enterprises (SMEs) in service industries. As SMEs are generally characterized by shortage of resources, the use of online marketing strategies is apparently difficult. However, the current landscape of competition among SMEs in a global market economy prompts the necessity of adopting online marketing. With these, the decision-making process of SMEs in this area becomes complex and the decisions must integrate complex and interrelating criteria and constructs in order to provide a more holistic solution. Thus, this work adopts a multi-criteria decision-making (MCDM) method particularly the analytic network process (ANP) in order to evaluate the practicability of using online marketing for service SMEs. It becomes highly relevant as it provides significant insights to decision-makers in SMEs regarding the use of online marketing strategy. The contribution of this chapter lies in the application of MCDM in evaluating viability of online marketing in service SMEs.

scholarly journals Analytical Network Process in Selection of 7PL

2020 ◽  
Vol 9 (4) ◽  
pp. 313-314
Keyword(s):  
Decision Making ◽  
Multi Criteria Decision Making ◽  
Relative Priority ◽  
Analytical Network Process ◽  
Complex Problems ◽  
Priority Weights ◽  
Network Process ◽  
A Company ◽  
Final Selection ◽  
Selection Of

This article aims in selection and evaluation of a Seventh Party Logistic provider (7PL) which integrates all the functions of a company globally. The procedure for selection is based on the criteria’s and their relative priority weights. Analytical Network Process (ANP) is used in complex problems where Multi-criteria decision making is involved. After identification of criteria using ANP final selection is done. This paper is informatory to researchers to understand and apply ANP to MCDM problems.

Adoption of Online Marketing for Service SMEs with Multi-Criteria Decision-Making Approach

2017 ◽  
pp. 226-243 ◽  
Author(s):  
Lanndon Ocampo ◽  
Rosalin Merry Berdin Alarde ◽  
Dennis Anthony Kilongkilong ◽  
Antonio Esmero
Keyword(s):  
Decision Making ◽  
Small And Medium Enterprises ◽  
Analytic Network Process ◽  
Global Market ◽  
Service Industries ◽  
Online Marketing ◽  
Multi Criteria Decision Making ◽  
Network Process ◽  
Mcdm Method ◽  
Medium Enterprises

This chapter attempts to fill in the gap of evaluating the viability of adopting online marketing for small and medium enterprises (SMEs) in service industries. As SMEs are generally characterized by shortage of resources, the use of online marketing strategies is apparently difficult. However, the current landscape of competition among SMEs in a global market economy prompts the necessity of adopting online marketing. With these, the decision-making process of SMEs in this area becomes complex and the decisions must integrate complex and interrelating criteria and constructs in order to provide a more holistic solution. Thus, this work adopts a multi-criteria decision-making (MCDM) method particularly the analytic network process (ANP) in order to evaluate the practicability of using online marketing for service SMEs. It becomes highly relevant as it provides significant insights to decision-makers in SMEs regarding the use of online marketing strategy. The contribution of this chapter lies in the application of MCDM in evaluating viability of online marketing in service SMEs.

scholarly journals Complex T-spherical fuzzy Dombi aggregation operators and their applications in multiple-criteria decision-making

2021 ◽  
Author(s):  
Faruk Karaaslan ◽  
Mohammed Allaw Dawood Dawood
Keyword(s):  
Decision Making ◽  
Sensitivity Analysis ◽  
Fuzzy Set ◽  
Multiple Criteria Decision Making ◽  
Aggregation Operators ◽  
Multi Criteria Decision Making ◽  
Two Dimensional ◽  
Weighted Arithmetic ◽  
Mcdm Method ◽  
Dombi Operations

AbstractComplex fuzzy (CF) sets (CFSs) have a significant role in modelling the problems involving two-dimensional information. Recently, the extensions of CFSs have gained the attention of researchers studying decision-making methods. The complex T-spherical fuzzy set (CTSFS) is an extension of the CFSs introduced in the last times. In this paper, we introduce the Dombi operations on CTSFSs. Based on Dombi operators, we define some aggregation operators, including complex T-spherical Dombi fuzzy weighted arithmetic averaging (CTSDFWAA) operator, complex T-spherical Dombi fuzzy weighted geometric averaging (CTSDFWGA) operator, complex T-spherical Dombi fuzzy ordered weighted arithmetic averaging (CTSDFOWAA) operator, complex T-spherical Dombi fuzzy ordered weighted geometric averaging (CTSDFOWGA) operator, and we obtain some of their properties. In addition, we develop a multi-criteria decision-making (MCDM) method under the CTSF environment and present an algorithm for the proposed method. To show the process of the proposed method, we present an example related to diagnosing the COVID-19. Besides this, we present a sensitivity analysis to reveal the advantages and restrictions of our method.

scholarly journals A Model Proposed for the Prediction of Future Sustainable Residence Specifications Using Analytical Network Process

2019 ◽  
Vol 4 (3) ◽  
pp. 109
Author(s):  
Ayman M. Zakaria Eraqi ◽  
Walid Abdul-Hady Shoura
Keyword(s):  
Decision Making ◽  
Developing Countries ◽  
Demographic Characteristics ◽  
Relative Importance ◽  
Good Decision ◽  
Analytical Network Process ◽  
Network Process ◽  
Decision Structure ◽  
Occupant Satisfaction

In Egypt, people are unable to determine the qualities of appropriate residence that achieves quality and occupant satisfaction, and contributes to sustainability of residential conglomerations. In general, developing countries lack housing information which can be used to enhance quality of residence. Also, the methods of assessing and identifying the appropriate criteria for future residence quality remain traditional ones that cannot address the multiple, conflicting, overlapping aspects to reach a good decision. This calls for using the Analytical Network Process  (ANP), an effective tool for specifying the relative importance of all factors impacting a specific issue for making an appropriate residential decision. In addition, this method provides results for the decision element impacts network within the decision structure; thus contributing to more understanding of the mechanisms and requirements of residence selection. The proposed decision structure comprises a two-level network: main clusters, main elements, and sub-elements included in the demographic characteristics group, the residence criteria group, the demand parameters group, the supply parameters group, the residence specifications group, and the alternatives group which representing, in total, the decision and specifying the percentage needed for each housing level. Results of the model showed complete capacity in smoothly addressing complexities and overlapping in the decision structure. The decision structure showed that 52% chose luxury residence, 28% chose middle-class residence, and 19.5% chose the economic residence. Mechanisms of decision making were analyzed; particularly in terms of relationship to demographic characteristics and residence specifications. Also, the importance and impact of demand / supply parameters in reaching decision were analyzed.

scholarly journals RANKING THE STRATEGIES OF MINING SECTOR THROUGH ANP AND TOPSIS IN A SWOT FRAMEWORK / GAVYBOS SEKTORIAUS STRATEGIJŲ RANGAVIMAS TAIKANT ANP, TOPSIS IR SSGG METODUS

2011 ◽  
Vol 12 (4) ◽  
pp. 670-689 ◽  
Author(s):  
Reza Azimi ◽  
Abdolreza Yazdani-Chamzini ◽  
Mohammad Majid Fouladgar ◽  
Edmundas Kazimieras Zavadskas ◽  
Mohammad Hossein Basiri
Keyword(s):  
Growth And Development ◽  
Swot Analysis ◽  
Strategy Implementation ◽  
Raw Material ◽  
Multi Criteria Decision Making ◽  
Mining Sector ◽  
Analytical Network Process ◽  
Operational Strategies ◽  
Network Process ◽  
Topsis Technique

Mining plays one significant role in most countries and it acts as a foundation for growth and development. It produces raw material for other sectors such as industry, agriculture, etc. So, determining and prioritizing the strategies of mining are so important. Miscellaneous types of tools are offered for determining and evaluating of operational strategies. Analyzing the internal and external environments using strengths, weaknesses, opportunities, and threats (SWOT) helps to determine the current situation and to identify major prospects and challenges that could significantly impact strategy implementation in mining sector. Multi criteria decision making (MCDM) methods are appropriate tools to prioritize under sophisticated environment. Analytical network process (ANP) and TOPSIS are two hands of MCDM methods that are used in different researches. In this paper, we proposed an integrated model for prioritizing the strategies of Iranian mining sector. We employed the SWOT analysis to assign feasible strategies; then, ANP was applied in order to obtain the weight of SWOT factors, finally the strategies were ranked through TOPSIS technique. The results show that improving the ability of exploitation and production outperforms other strategies. Santrauka Gavyba yra vienas svarbiausių veiksnių, turinčių įtaką daugeliui valstybių, jų ekonomikos augimui bei vystymuisi. Todėl labai svarbu tinkamai apibrėžti gavybos strategijas ir nustatyti jų prioritetus. Siūlomi įvairūs būdai siekiant apibrėžti ir parinkti tinkamiausiais strategijas. Autoriai pabrėžia, kad analizuojant vidinius ir išorinius aplinkos veiksnius: stiprumus, silpnybes, galimybes ir grėsmes (SSGG), galima apibrėžti esamą situaciją, identifikuoti bendrą vaizdą, galimus iššūkius ir turėti galimybę aprašyti strategijų svarbą ir įtaką gavybos sektoriui. Daugiakriteriniai sprendimų metodai (MCDM) yra tinkamos priemonės nustatyti prioritetus sudėtingoje aplinkoje. ANP ir TOPSIS – tai du svarbūs MCDM metodai, kurie sėkmingai taikomi skirtingų sričių mokslininkų. Šiame straipsnyje siūlomas integruotas prioritetų nustatymo metodas Irano gavybos sektoriui. Nustatyti galimoms strategijoms taikytas SSGG metodas. ANP metodu nustatyti SSGG faktorių reikšmingumai. Paskutiniame etape taikant TOPSIS metodą nustatyti strategijų prioritetai. Rezultatai parodė, kad siūlomu integruotu metodu galima kompetentingai atlikti gavybos sektoriaus eksploatacijos ir produkcijos perdirbimo strategijų pagrindimą ir rangavimą.

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