Developing a Consulting Framework for Multichannel Analytics in Retail

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Autor:innen
Autor:in (Körperschaft)
Publikationsdatum
2014
Typ der Arbeit
Master
Studiengang
Typ
11 - Studentische Arbeit
Herausgeber:innen
Herausgeber:in (Körperschaft)
Betreuer:in
Übergeordnetes Werk
Themenheft
DOI der Originalpublikation
Link
Reihe / Serie
Reihennummer
Jahrgang / Band
Ausgabe / Nummer
Seiten / Dauer
Patentnummer
Verlag / Herausgebende Institution
Hochschule für Wirtschaft FHNW
Verlagsort / Veranstaltungsort
Olten
Auflage
Version
Programmiersprache
Abtretungsempfänger:in
Praxispartner:in/Auftraggeber:in
Zusammenfassung
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.
Schlagwörter
Fachgebiet (DDC)
330 - Wirtschaft
Projekt
Veranstaltung
Startdatum der Ausstellung
Enddatum der Ausstellung
Startdatum der Konferenz
Enddatum der Konferenz
Datum der letzten Prüfung
ISBN
ISSN
Sprache
Englisch
Während FHNW Zugehörigkeit erstellt
Ja
Publikationsstatus
Begutachtung
Open Access-Status
Lizenz
Zitation
STUDER, Yves, 2014. Developing a Consulting Framework for Multichannel Analytics in Retail. Olten: Hochschule für Wirtschaft FHNW. Verfügbar unter: https://irf.fhnw.ch/handle/11654/39844