Developing a consulting framework for multichannel analytics in retail

Abstract

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.