An Application of Data Envelopment Analysis to Digital Marketing Sector

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.