Bridging marketing theory and big data analytics: The taxonomy of marketing attribution

作者：

Highlights：

• 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.

摘要

•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.

论文关键词：Customer journey analytics,Multi-channel marketing performance measurement,Taxonomy,Marketing attribution,Decision-making

论文评审过程：Received 8 October 2019, Revised 14 September 2020, Accepted 15 September 2020, Available online 20 October 2020, Version of Record 10 December 2020.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102253