Auflistung nach Autor:in "Studer, Yves"

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Developing a consulting framework for multichannel analytics in retail
(Hochschule für Wirtschaft FHNW, 2014) Studer, Yves; Leimstoll, Uwe
As retailers seek to optimise their e-marketing, they need insights through the analysis of online and offline channels, referred to as Multichannel Analytics (MCA). External Analytics consultants often support retailers in such projects. However, the consultants face problems, as no standardised approach is currently available for use. This thesis fills this gap and develops an artefact called the Multichannel AnalyticsFramework (MCAF), which guides Analytics consultants who are conductingMultichannel Analytics projects for marketing purposes. The framework is developed using a problem-based approach in Design ScienceResearch Methodology (DSRM) and data is collected mainly using literature review, document analysis, expert interviews and a focus group. Once a set of problems inA nalytics projects is established, requirements of the framework are derived including goals, which the framework is directly addressing. The structure of the framework is based on the de-facto standard for maturity models, Capability Maturity ModelIntegration (CMMI) and the similar Web Analytics Maturity Model (WAMM). Components are linked with each other by a sequence flow modelled in BusinessProcess Modelling Notation (BPMN). The component-based framework allows flexibility, specifically for the different degrees of maturity in Analytics that exist in enterprises. The framework can be utilised as guiding reference in MCA projects by Analyticsconsultants. Additionally, it can be employed to structure knowledge / learning gainedin such projects. The findings of this research contribute to several research areas suchas Web Analytics, Business Analytics and Business Intelligence.
11 - Studentische Arbeit
Improving consulting processes in web analytics: a framework for multichannel analytics
(01.08.2015) Studer, Yves; Leimstoll, Uwe
To control and optimise their marketing activities, organisations analyse customer behaviour on their online and offline channels. This is referred to as multichannel analytics (MCA). As enterprises often do not have the necessary know-how to implement analytics processes, analytics consultants support them in such projects. The problem for the consultants is that a standardised approach, which provides orientation and guidance during such projects, is currently not available. The goal of this paper is to develop a framework, which guides consultants in order to avoid common project-related problems. It is developed employing Design Science Research Methodology. Empirical data collection and iterative validation of the framework are based on literature research, document analysis, expert interviews and a focus group. Results highlight that it is useful to combine a capability maturity model and an analytics procedure model. This allows taking into account the different degrees of organisational maturity during the consulting process.
04B - Beitrag Konferenzschrift