Evaluation of the website effectiveness based on the technology of fuzzy control

Abstract

In the modern world, management decisions require knowledge about the system of promotion of goods and services. Research areas related to preliminary identification and classification of potential consumers are being developed. The study and accumulation of knowledge on this issue has led to the emergence of various methods of analysis, in particular, the Churchman-Ackoff method, the method of systematic comparison, the probability method, the Saati method, and fuzzy sets. The article presents the advantages of using fuzzy control methods to determine the effectiveness of the site. The purpose of this work is to develop a technology for evaluating the effectiveness of the site based on the fuzzy set theory. The data obtained as a result of installation Yandex.Metrics and Google.Analytics on the site is used for calculating the evaluation. To analyze the sales dynamics of the products sold by LLC “Raduga”, data from two periods is provided. The linguistic variable g “site development efficiency” is defined. The universal set for the variable g is defined as the segment [0,1], and the set of values of the variable g is the segment G = {Gl, G2, G3, G4, G5}. A table of the membership function of subsets of the term set g is compiled. The conclusion about the site s effectiveness is based on performance indicators. Each of these indicators is a variable that takes certain values for a given period. Since the scales differ significantly, Excel has normalized them. Expert estimates of terms are defined. The values of the membership function of the linguistic variable g “site efficiency” for December 2019 and January 2020 are calculated, taking into account the ranks according to the Fishburne method. The author made the conclusions on the effectiveness of using the site for doing business via the Internet. The proposed method of evaluation based on the fuzzy control technology allows you to determine the effectiveness of using the site most accurately when building a business via the Internet, because the qualitative evaluation of the values of criteria is considered, which allows you to more scrupulously assess the effectiveness of the site. KEYWORDS: fuzzy sets, uncertainty, fuzzy logic, linguistic variable, site performance evaluation criteria, fuzzy control technology, term set, membership function, probabilistic method, Saati method, Churchman-Ackoff method.