Name
Title | ||
|---|---|---|
Bridging marketing theory and big data analytics: The taxonomy of marketing attribution |
Abstract | ||
|---|---|---|
•This paper contrasts facilitators and capabilities of data-driven analytics against marketing attribution.•The study introduces a second-order taxonomy of marketing attribution.•Current attribution methods do not systematically address the specifics of customer interactions with marketing mix.•Attribution methods should identify transition along the purchase funnel to accurately allocate value.•A holistic consumer-decision-driven approach is proposed to improve the accuracy of marketing performance measurement. |
Year | DOI | Venue |
|---|---|---|
2021 | 10.1016/j.ijinfomgt.2020.102253 | International Journal of Information Management |
Keywords | DocType | Volume |
Customer journey analytics,Multi-channel marketing performance measurement,Taxonomy,Marketing attribution,Decision-making | Journal | 56 |
ISSN | Citations | PageRank |
0268-4012 | 1 | 0.34 |
References | Authors | |
34 | 2 | |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Dimitrios Buhalis | 1 | 321 | 43.63 |
| Katerina Volchek | 2 | 1 | 0.34 |