IndetermSoft Set for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior

This study proposes the multi-criteria decision-making (MCDM) methodology for Digital Marketing Effectiveness Evaluation Driven by Big Data Based on Consumer Behavior. This study uses two MCDM methods such as the Entropy method to compute the criteria weights and the MARCOS method to rank the alternatives. We used the IndetermSoft set to deal with indeterminacy with different values in the criteria. IndetermSoft is integrated with the MCDM approach. Three experts evaluated the criteria and alternatives. We use seven criteria and ten alternatives. We conducted a comparative analysis to show the effectiveness of the proposed approach. The results show the proposed approach is effective compared to other MCDM methods.