Improving consulting processes in web analytics: a framework for multichannel analytics
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Authors
Studer, Yves
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Publication date
01.08.2015
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04B - Conference paper
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Puerto Rico
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Abstract
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.
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Subject (DDC)
330 - Wirtschaft
005 - Computer Programmierung, Programme und Daten
005 - Computer Programmierung, Programme und Daten
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Twenty-first Americas Conference on Information Systems
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English
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Yes
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Published
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Citation
STUDER, Yves und Uwe LEIMSTOLL, 2015. Improving consulting processes in web analytics: a framework for multichannel analytics. In: Twenty-first Americas Conference on Information Systems. Puerto Rico. 1 August 2015. Verfügbar unter: http://hdl.handle.net/11654/9676