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Some Aspects of Fuzzy Decision Making in Digital Marketing Analysis

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11th International Conference on Theory and Application of Soft Computing, Computing with Words and Perceptions and Artificial Intelligence - ICSCCW-2021 (ICSCCW 2021)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 362))

Abstract

Advanced technology provides many opportunities to be utilized. Nowadays, window of opportunity is opened through digital marketing, which is a great tool to gain a competitive advantage over rivals. However, the ineffective use of digital marketing analytics and tools based on the insufficient or the wrong decisions will not bring any benefit to the companies. Especially during pandemic outbreak, digital marketing has gained a great popularity and become very useful for both companies and customers. In this state-of-art research we analyze the existing literature associated with digital marketing that is based on fuzzy logic. Several important research and their methodology were analyzed to provide a view of the existing studies that associate the digital marketing with the fuzzy logic. The main problem related to analyzed literature is the lack of certainty and reliability of the data provided. At the end, a proposed model under Z-environment is given for the decision-making process related to digital marketing analytics and tools.

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Author information

Authors and Affiliations

  1. Azerbaijan State Oil and Industry University, 20 Azadlyg Avenue, Baku, Azerbaijan

    Gunay E. Imanova

  2. Department of Business Administration, Near East University, Mersin 10, Nicosia, North Cyprus, Turkey

    Gunel Imanova

Authors
  1. Gunay E. Imanova
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  2. Gunel Imanova
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Editor information

Editors and Affiliations

  1. Department of Control Systems, Azerbaijan State Oil and Industry University, Baku, Azerbaijan

    Rafik A. Aliev

  2. System Research Institute, Polish Academy of Sciences, Warsaw, Poland

    Janusz Kacprzyk

  3. Department of Electrical and Computer Engineering, University of Alberta, Edmonton, AB, Canada

    Witold Pedrycz

  4. Department of Electrical and Computer Engineering, University of Texas at San Antonio, San Antonio, TX, USA

    Mo Jamshidi

  5. Azerbaijan State Oil and Industry University, Baku, Azerbaijan

    Mustafa Babanli

  6. Department of Mechatronics, Near East University, North Cyprus, Turkey

    Fahreddin M. Sadikoglu

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Imanova, G.E., Imanova, G. (2022). Some Aspects of Fuzzy Decision Making in Digital Marketing Analysis. In: Aliev, R.A., Kacprzyk, J., Pedrycz, W., Jamshidi, M., Babanli, M., Sadikoglu, F.M. (eds) 11th International Conference on Theory and Application of Soft Computing, Computing with Words and Perceptions and Artificial Intelligence - ICSCCW-2021. ICSCCW 2021. Lecture Notes in Networks and Systems, vol 362. Springer, Cham. https://doi.org/10.1007/978-3-030-92127-9_63

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