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Online Advertisement Using Web Analytics Software: A Comparison Using AHP Method

Author

Listed:
  • Manu Sharma

    (Advertising and Marketing Area, School of Management, Doon University, India)

  • Sudhanshu Joshi

    (Operations and Supply Chain Area, School of Management, Doon University, India)

Abstract

This article describes a analytic-hierarchy-process (AHP) application to identify and evaluate the best online advertising analytics software. This technique is multi-criteria and used in this study by comparing the top four web advertising analytics software. AHP uses pair-wise comparison of matrices. There are six criteria identified for evaluation: Ad scheduling, ad targeting, creative banner rotation, features, performance, cost and for each criterion, a matrix of pair-wise comparison with web-analytics software i.e. Google analytics, Accenture Analytics, Funnel and, Moat Analytics were evaluated. AHP is an effective method for multi-objective decision-making, and optimization. Thus, it helps web advertisers to evaluate the existing web advertising analytics software for posting their web advertisements.

Suggested Citation

  • Manu Sharma & Sudhanshu Joshi, 2020. "Online Advertisement Using Web Analytics Software: A Comparison Using AHP Method," International Journal of Business Analytics (IJBAN), IGI Global, vol. 7(2), pages 13-33, April.
    • Handle: RePEc:igg:jban00:v:7:y:2020:i:2:p:13-33
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