Call Tracking Technology Selection Model

Wilson Zehr (), Abdussalam Alawini (), Mousa Alharbi () and Mohamed Borgan ()
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Wilson Zehr: Oregon State University
Abdussalam Alawini: Portland State University
Mousa Alharbi: AramCo
Mohamed Borgan: Portland State University

Chapter Chapter 2 in Technology Development, 2014, pp 23-42 from Springer

Abstract: Abstract In this chapter we evaluate the selection of a call tracking feature for an existing marketing automation solution. This type of selection process has become much more complex over time based on the sheer volume of offerings available, different technical approaches to implementation, and service plans (features plus costs). In order to manage this complexity for decision making, we gathered a set of core requirements from the client, assembled a panel of experts to rank the importance of requirements, and then evaluated the potential solutions based on those criteria. The actual decision making methodology used in this study is the hierarchical decision model (HDM) testing two alternative methods for evaluating the expert criteria ranking. In this case, by focusing on client requirements, rather than specific technologies or implementation approaches, allows us to greatly simplify this complex decision making process in the absence of a more detailed technical analysis of every possible solution.

Keywords: Implementation Time; Marketing Material; Loan Officer; Core Requirement; Internal Inconsistency (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spr:innchp:978-3-319-05651-7_2

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DOI: 10.1007/978-3-319-05651-7_2

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