Optimizing Managerial Decisions in
Marketplaces Using DSS
Gunel Mammadova
Abstract. The article examines the implementation of a decision support system (DSS) in a marketplace company as a strategic tool for moving from fragmented analytics to integrated, end-to-end management of data, predictive models, and business rules. Based on the materials of a dissertation study, the paper reworks the project logic of a target DSS designed for a platform-based business environment.
The proposed system covers three key decision-making areas: dynamic pricing, inventory management, and personalization of user search results. These areas are considered not as isolated functional modules, but as interconnected components of a unified managerial decision loop. Particular attention is paid to the calculation component of the project, including the assessment of the annual economic effect, investment costs, net present value, three-year return on investment, and payback period. The analysis demonstrates that an integrated DSS can generate not only direct financial benefits, but also a broader managerial effect. This effect is achieved through shorter decision-cycle times, more consistent KPI interpretation, improved coordination between departments, and a reduced share of manual adjustments in operational processes.
The scientific and practical significance of the article lies in interpreting DSS not merely as an IT solution or analytical dashboard, but as a managerial infrastructure of the marketplace. Such infrastructure connects forecasting, optimization, organizational responsibility, and performance control. The findings suggest that the successful implementation of DSS requires not only technological readiness, but also data governance, transparent business rules, and clear ownership of decisions. Therefore, DSS becomes a mechanism for increasing both economic efficiency and managerial maturity in digital platform companies.
Keywords: decision support system, marketplace, decision intelligence, dynamic pricing, inventory management