Paper Title
AN INTEGRATED DECISION MAKING METHODOLOGY FOR THE EVALUATION OF DIGITAL MARKETING TOOLS

Abstract
In today's rapidly evolving business environment, the shift from traditional marketing strategies to digital marketing has become crucial. Digital marketing tools play a significant role in this new landscape. These tools enable businesses to target their audiences more precisely across expanding digital platforms. Determining the relative effectiveness of each tool poses a major challenge for decision-makers. This study objects to evaluate three of the most widely used digital marketing tools: META, Pmax, and Criteo, using Multi-Criteria Decision Making (MCDM) approaches. Specifically, the Analytic Hierarchy Process (AHP) is employed to determine the relative importance of various performance criteria, while the Complex Proportional Assessment (COPRAS) is used to rank the tools based on these criteria. Data from the last quarter of 2023 was collected, focusing on nine criteria grouped into three main categories: Traffic/Accessibility, Interaction/Engagement, and Return on Investment (ROI). The study finds that META outperforms Pmax and Criteo across most criteria, particularly in ROI metrics. The results provide valuable insights for decision-makers in optimizing their digital marketing strategies by identifying the most effective tools. Keywords - AHP, COPRAS, Digital Marketing Tools, Multi-Criteria Decision Making.