Track: Operations Research

Abstract

This study utilized the Analytic Hierarchy Process (AHP)-based Goal Programming (GP) in the prioritization of the multiple goals in the digital advertising portfolio. AHP was used to determine the priority level prior to the formulation of Goal Programming. A questionnaire was formulated and distributed among the 30 respondents to conduct a pairwise comparison among the 7 criteria and 8 alternatives.  The set of criteria was determined and agreed collectively by the domain experts as aligned to the strategic objectives of the organization. The GP results showed that the 5 goals were achieved, while the other 3 were not satisfied. Specifically, the p1was attained with a positive deviation of 9,969. The p3 was also satisfied with a positive deviation of 371,817. Furthermore, p6 was attained with a positive deviation of 284,371 while the p5 and p8 were achieved without any deviations. On the other hand, p2 wasn’t satisfied as it has a negative deviation of 474,065. Also, p4 and p7 were not achieved as both have negative deviations of 194,160 and 184,398, respectively.