AN APPLICATION OF DATA ENVELOPMENT ANALYSIS TO DIGITAL MARKETING SECTOR

Zeynep Bal () and Eylem Denä°z ()
Additional contact information
Zeynep Bal: Mimar Sinan Güzel Sanatlar Üniversitesi
Eylem Denä°z: Mimar Sinan Güzel Sanatlar Ãœniversitesi

Eurasian Eononometrics, Statistics and Emprical Economics Journal, 2020, vol. 17, issue 17, 99-106

Abstract: Data Envelopment Analysis (DEA) is a special application of linear programming. It allows measuring the relative efficiency of companies through the outputs produced using many inputs. Efficiency analysis of decision-making units by evaluating many inputs and outputs can be done with this analysis. In recent years, DEA has been used in the evaluation of decision-making units in many areas.Within the scope of the study, advertising publications of a company that sells products of various brands were used and the maximization of the company's revenue was aimed in line with the decision-making units. For this purpose, Banker, Charnes and Cooper (BCC) output-oriented model was preferred. In this study on digital marketing, only the analysis results were included according to the confidentiality agreement.

Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://eurasianacademy.org/index.php/econstat/article/view/1015 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eas:econst:v:17:y:2020:i:17:p:99-106

DOI: 10.17740/eas.stat.2020-V17-07

Access Statistics for this article

More articles in Eurasian Eononometrics, Statistics and Emprical Economics Journal from Eurasian Academy Of Sciences
Bibliographic data for series maintained by Kutluk Kagan Sumer ().