{"id":4970,"date":"2020-10-21T08:25:19","date_gmt":"2020-10-21T08:25:19","guid":{"rendered":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/?p=4970"},"modified":"2020-10-21T08:25:19","modified_gmt":"2020-10-21T08:25:19","slug":"new-paper-published-buhalis-d-volchek-k-2020-bridging-marketing-theory-and-big-data-analytics-the-taxonomy-of-marketing-attribution","status":"publish","type":"post","link":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/2020\/10\/21\/new-paper-published-buhalis-d-volchek-k-2020-bridging-marketing-theory-and-big-data-analytics-the-taxonomy-of-marketing-attribution\/","title":{"rendered":"New Paper published: Buhalis, D., Volchek, K., 2020, Bridging marketing theory and big data analytics: The taxonomy of marketing attribution,"},"content":{"rendered":"
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Interested<\/span> in Marketing Attribution? and big data analytics?<\/span><\/div>\n<\/div>\n
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New Paper published: Buhalis, D., Volchek, K., 2020, <\/span><\/div>\n
Bridging marketing theory and big data analytics: The taxonomy of marketing attribution<\/a>, <\/span><\/div>\n
International Journal of Information Management [IF= 8.2 Citescore=14.1] <\/span>https:\/\/doi.org\/10.1016\/j.ijinfomgt.2020.102253<\/span><\/span><\/a><\/div>\n<\/div>\n
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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
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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 Journal of Information Management [IF= 8.2 Citescore=14.1] https:\/\/doi.org\/10.1016\/j.ijinfomgt.2020.102253 \u00a0 Abstract: The integration of technology in business strategy increases the complexity of marketing communications and urges… Read more » about New Paper published: Buhalis, D., Volchek, K., 2020, Bridging marketing theory and big data analytics: The taxonomy of marketing attribution,<\/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,"ngg_post_thumbnail":0,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-4970","post","type-post","status-publish","format-standard","hentry","category-research"],"acf":[],"_links":{"self":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/posts\/4970","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/users\/327"}],"replies":[{"embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/comments?post=4970"}],"version-history":[{"count":1,"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/posts\/4970\/revisions"}],"predecessor-version":[{"id":4976,"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/posts\/4970\/revisions\/4976"}],"wp:attachment":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/media?parent=4970"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/categories?post=4970"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/tourism\/wp-json\/wp\/v2\/tags?post=4970"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}