Abstract
BİR E-TİCARET SİTESİ İÇİN REKLAM ALTERNATİFLERİNİN BULANIK VERİ ZARFLAMA ANALİZİ İLE SIRALANMASI
Data envelopment analysis is defined as an efficiency analysis method used to calculate the relative efficiency of decision-making units with a large number of homogeneous input and output variables. Data envelopment analysis method can be used to ranking organizational decision-making units according to their efficiency values, as well as to ranking decision alternatives according to their efficiency values. In such cases, in order to rank the decision alternatives. negative criteria which aimed to be minimized considered as input variables. Decision criteria which aimed to be maximized are considered as output variables. It is not always possible to determine the values of the input and output variables which used in data envelopment analysis. Fuzzy data envelopment analysis method is used to perform relative efficiency analysis with input and output variables expressed as constrained and sequential data whose numerical value cannot be determined. In this study, fuzzy data envelopment analysis method was used in order to rank the advertising platform alternatives for a newly launched e-commerce site. İn fuzzy efficiency analysis, advertisement cost considered as input variable, impact coefficient and audience size considered as output variables. As a result of the application, the alternative of advertising on social media channels was ranked as best alternative.
Keywords
Efficiency Analysis, Fuzzy Logic, FDEA
