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An Application Of Data Envelopment Analysis To Digital Marketing Sector

Author

Listed:
  • Zeynep BAL

    (Mimar Sinan Güzel Sanatlar Üniversitesi)

  • Eylem DENÄ°Z

    (Mimar Sinan Güzel Sanatlar Üniversitesi)

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.

Suggested Citation

  • Zeynep BAL & Eylem DENÄ°Z, 2020. "An Application Of Data Envelopment Analysis To Digital Marketing Sector," Eurasian Eononometrics, Statistics and Emprical Economics Journal, Eurasian Academy Of Sciences, vol. 17(17), pages 99-106, February.
    • Handle: RePEc:eas:econst:v:17:y:2020:i:17:p:99-106
    DOI: 10.17740/eas.stat.2020-V17-07
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