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Bridging marketing theory and big data analytics: The taxonomy of marketing attribution
Institution:1. Bournemouth University Business School, Bournemouth, BH12 5BB, UK;2. European Campus Rottal-Inn, Deggendorf Institute of Technology, Max-Breiherr-Straße 32, 84347, Pfarrkirchen, Germany;1. Tilburg School of Economics and Management, Tilburg University, Tilburg, Netherlands;2. Fowlam Ltd, Nottingham, UK;3. Horizon Digital Economy Research Institute, University of Nottingham, Nottingham, UK;4. Hull University Business School, University of Hull, Hull, UK;5. Department of Computer Science and Technology, University of Cambridge, Cambridge, UK;1. University of Nevada, Las Vegas, Las Vegas, NV, 89154, United States;2. Towson University, Towson, MD, 21252, United States;3. Western Carolina University, Cullowhee, NC, 28723, United States;4. University of Virginia, Charlottesville, VA, 22903, United States;1. Management Information Systems Group, Indian Institute of Management Calcutta, Kolkata, India;2. Research School of Management, Australian National University, Canberra, Australia;3. Marketing Group, Indian Institute of Management Calcutta, Kolkata, India;1. The University of Western Australia, Australia;2. Zayed University, United Arab Emirates;3. IESEG School of Management, France;4. LEM-CNRS 9221, France
Abstract:
Keywords:Customer journey analytics  Multi-channel marketing performance measurement  Taxonomy  Marketing attribution  Decision-making
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