Document Type


Publication Date

Spring 2018


Ramin Neshati

Course Title

Decision Making

Course Number

EMGT 530/630


Information technology -- Management, Strategic planning, Decision making, Marketing -- Data processing, Hierarchical decision model


Enterprises devote a large amount of time and effort in selecting software products that are critical to their competitive advantage, and one such software is the marketing automation software. The paper discusses in detail the different criteria and methodology for selecting one marketing automation software product among the leading products available in the market.

The selection process was identified as a multi-criteria decision-making (MCDM) problem and the methodology used for analysis was Hierarchical Decision Model (HDM), a variation of Analytic Hierarchy Process (AHP). Nine experts with different backgrounds in terms of job functions, functional experience, and geographies, who had expertise in marketing automation tools or related products were requested to give their inputs for the HDM analysis and a detailed analysis was done on the results. The results pointed to a single product as the winner of the analysis which was found to reflect the market share and research data and helped understand the decision-making process under different preferences and perspective differences.

For future research and further analysis, the model could be made more robust with the inputs from more number of experts to eliminate any bias or outliers and corroborating the results by independently analyzing it with different decision-making methodologies such as TOPSIS or DEA.


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