Identify and rank the index of business intelligence marketing and advertising industry methodology based on Multiple Criteria Decision Making (MCDM)

This study aims to provide weighting model (dimensions and indicators) Business Intelligence methodology based on fuzzy process, was done in marketing and advertising industry. The population of the study, a team of 20 experts who based on judgment was selected. Common features included in the team of experts, knowledge and nobility of their marketing and advertising industry, management issues and systems, and their interest in participating in this study. Also, collect the data in this study, questionnaire that was designed according to different targets and after approval from the Worshipful Master Guide was distributed among the population. After collecting the data collection, analysis required by software SPSS, Matlab and Excel on the agenda. In this process, analyzes such as t-test (t), exploratory factor analysis, analysis of Dymtl (Dematel), and fuzzy process (Fuzzy ANP) was carried out. Finally, the results led to the identification of four main dimensions (adapting to the needs and business goals, business intelligence system s technical functionality, flexibility, and the ability to integrate and merge the experiences and needs) and 13 indicators, and overall their final weight was calculated. It should be noted that the purpose of applied research, survey research is exploratory in approach.

کلیدواژه ها:

Business intelligence ، process fuzzy ، marketing and advertising industry