 Bridging marketing theory and big data analytics: The taxonomy of marketing attributionDimitrios Buhalis and Katerina Volchek International Journal of Information Management, 2021, vol. 56, issue C Abstract: The integration of technology in business strategy increases the complexity of marketing communications and urges the need for advanced marketing performance analytics. Rapid advancements in marketing attribution methods created gaps in the systematic description of the methods and explanation of their capabilities. This paper contrasts theoretically elaborated facilitators and the capabilities of data-driven analytics against the empirically identified classes of marketing attribution. It proposes a novel taxonomy, which serves as a tool for systematic naming and describing marketing attribution methods. The findings allow to reflect on the contemporary attribution methods’ capabilities to account for the specifics of the customer journey, thereby, creating currently lacking theoretical backbone for advancing the accuracy of value attribution. Keywords: Customer journey analytics; Multi-channel marketing performance measurement; Taxonomy; Marketing attribution; Decision-making (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:ininma:v:56:y:2021:i:c:s0268401220314523 DOI: 10.1016/j.ijinfomgt.2020.102253 Access Statistics for this article International Journal of Information Management is currently edited by Yogesh K. Dwivedi More articles in International Journal of Information Management from Elsevier |
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