Efficient Marketing Strategy: Application of Data Envelopment Analysis as an Optimization Tool  
Author Dmitry Zaytsev

 
Co-Author(s) Valentina Kuskova

 
Abstract In this paper we describe the Data Envelopment Analysis (DEA) research design and its applications for effectiveness evaluation of company marketing strategies. We argue that DEA is an efficient instrument for use in academia and industry to compare a company’s business performance with its competitors’. This comparison provides the company with information on the closest competitors, including evaluating strategies with similar costs, but more efficient outcomes (sales). Furthermore, DEA provides suggestions on the optimal marketing mix to achieve superior performance.

 
Keywords Data envelopment analysis, optimization, business performance, program evaluation
   
    Article #:  RQD25-228
 
Proceedings of 25th ISSAT International Conference on Reliability & Quality in Design
August 1-3, 2019 - Las Vegas, NV, U.S.A.