{"id":3352,"date":"2020-10-21T08:27:00","date_gmt":"2020-10-21T08:27:00","guid":{"rendered":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/?p=3352"},"modified":"2020-10-21T08:27:00","modified_gmt":"2020-10-21T08:27:00","slug":"new-paper-on-marketing-attribution-and-big-data-analytics","status":"publish","type":"post","link":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/2020\/10\/21\/new-paper-on-marketing-attribution-and-big-data-analytics\/","title":{"rendered":"new paper on Marketing attribution and big data analytics"},"content":{"rendered":"<div class=\"\" data-block=\"true\" data-editor=\"fie5\" data-offset-key=\"e84h0-0-0\">\n<div class=\"_1mf _1mj\" data-offset-key=\"e84h0-0-0\"><span data-offset-key=\"e84h0-0-0\">Interested<\/span><span data-offset-key=\"e84h0-1-0\"> in Marketing Attribution? and big data analytics?<\/span><\/div>\n<\/div>\n<div class=\"\" data-block=\"true\" data-editor=\"fie5\" data-offset-key=\"8qqh0-0-0\">\n<div class=\"_1mf _1mj\" data-offset-key=\"8qqh0-0-0\"><span data-offset-key=\"8qqh0-0-0\">\u00a0<\/span><\/div>\n<\/div>\n<div class=\"\" data-block=\"true\" data-editor=\"fie5\" data-offset-key=\"cf7b9-0-0\">\n<div class=\"_1mf _1mj\" data-offset-key=\"cf7b9-0-0\"><span data-offset-key=\"cf7b9-0-0\">New Paper published: Buhalis, D., Volchek, K., 2020, <\/span><\/div>\n<div class=\"_1mf _1mj\" data-offset-key=\"cf7b9-0-0\"><span data-offset-key=\"cf7b9-0-0\"><a href=\"https:\/\/doi.org\/10.1016\/j.ijinfomgt.2020.102253\" target=\"_blank\" rel=\"noopener noreferrer\">Bridging marketing theory and big data analytics: The taxonomy of marketing attribution<\/a>, <\/span><\/div>\n<div class=\"_1mf _1mj\" data-offset-key=\"cf7b9-0-0\"><span data-offset-key=\"cf7b9-0-0\">International Journal of Information Management [IF= 8.2 Citescore=14.1] <\/span><a href=\"https:\/\/doi.org\/10.1016\/j.ijinfomgt.2020.102253\"><span class=\"py34i1dx\"><span data-offset-key=\"cf7b9-1-0\">https:\/\/doi.org\/10.1016\/j.ijinfomgt.2020.102253<\/span><\/span><\/a><\/div>\n<\/div>\n<div class=\"\" data-block=\"true\" data-editor=\"fie5\" data-offset-key=\"94phb-0-0\">\n<div class=\"_1mf _1mj\" data-offset-key=\"94phb-0-0\"><span data-offset-key=\"94phb-0-0\">\u00a0<\/span><\/div>\n<\/div>\n<div class=\"\" data-block=\"true\" data-editor=\"fie5\" data-offset-key=\"6lhod-0-0\">\n<div class=\"_1mf _1mj\" data-offset-key=\"6lhod-0-0\"><span data-offset-key=\"6lhod-0-0\">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\u2019 capabilities to account for the specifics of the customer journey, thereby, creating currently lacking theoretical backbone for advancing the accuracy of value attribution.<\/span><\/div>\n<\/div>\n<div class=\"_1mf _1mj\" data-offset-key=\"1enpo-0-0\"><span data-offset-key=\"1enpo-0-0\">\u00a0<\/span><\/div>\n<div data-offset-key=\"1enpo-0-0\"><a href=\"https:\/\/microsites.bournemouth.ac.uk\/tourism\/files\/2020\/10\/Big-Data-and-Attribution-Marketing-Buhalis-.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-4971\" src=\"https:\/\/microsites.bournemouth.ac.uk\/tourism\/files\/2020\/10\/Big-Data-and-Attribution-Marketing-Buhalis--772x1024.png\" alt=\"\" width=\"772\" height=\"1024\" \/><\/a> <a href=\"https:\/\/microsites.bournemouth.ac.uk\/tourism\/files\/2020\/10\/Attribution-Marketing-Buhalis.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-4972\" src=\"https:\/\/microsites.bournemouth.ac.uk\/tourism\/files\/2020\/10\/Attribution-Marketing-Buhalis-1006x1024.png\" alt=\"\" width=\"1006\" height=\"1024\" \/><\/a> <a href=\"https:\/\/microsites.bournemouth.ac.uk\/tourism\/files\/2020\/10\/Attribution-Marketing-Buhalis-.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-4973\" src=\"https:\/\/microsites.bournemouth.ac.uk\/tourism\/files\/2020\/10\/Attribution-Marketing-Buhalis--1024x585.png\" alt=\"\" width=\"1024\" height=\"585\" \/><\/a> <a href=\"https:\/\/microsites.bournemouth.ac.uk\/tourism\/files\/2020\/10\/Attribution-Marketing-Buhalis-1-1.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-4974\" src=\"https:\/\/microsites.bournemouth.ac.uk\/tourism\/files\/2020\/10\/Attribution-Marketing-Buhalis-1-1-1024x570.png\" alt=\"\" width=\"1024\" height=\"570\" \/><\/a> <a href=\"https:\/\/microsites.bournemouth.ac.uk\/tourism\/files\/2020\/10\/Attribution-Marketing-Buhalis-1-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-4975\" src=\"https:\/\/microsites.bournemouth.ac.uk\/tourism\/files\/2020\/10\/Attribution-Marketing-Buhalis-1-2-1024x526.png\" alt=\"\" width=\"1024\" height=\"526\" \/><\/a><\/div>\n<div class=\"\" data-block=\"true\" data-editor=\"fie5\" data-offset-key=\"4mmri-0-0\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Interested in Marketing Attribution? and big data analytics? \u00a0 New Paper published: Buhalis, D., Volchek, K., 2020, Bridging marketing theory and big data analytics: The taxonomy of marketing attribution, International&#8230;  <a class=\"excerpt-read-more\" href=\"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/2020\/10\/21\/new-paper-on-marketing-attribution-and-big-data-analytics\/\">Read more &raquo;<span class=\"sr-only\"> about new paper on Marketing attribution and big data analytics<\/span><\/a><\/p>\n","protected":false},"author":327,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[133,170],"tags":[],"class_list":["post-3352","post","type-post","status-publish","format-standard","hentry","category-new-publication","category-smart-tourism"],"acf":[],"_links":{"self":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/posts\/3352","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/users\/327"}],"replies":[{"embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/comments?post=3352"}],"version-history":[{"count":1,"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/posts\/3352\/revisions"}],"predecessor-version":[{"id":3353,"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/posts\/3352\/revisions\/3353"}],"wp:attachment":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/media?parent=3352"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/categories?post=3352"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/tags?post=3352"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}