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Bridging marketing theory and big data analytics: The taxonomy of marketing attribution.

Buhalis, D. and Volchek, K., 2021. Bridging marketing theory and big data analytics: The taxonomy of marketing attribution. International Journal of Information Management, 56 (February), 102253.

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Buhalis and Volchek Attribution Paper Submitted .pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial.


DOI: 10.1016/j.ijinfomgt.2020.102253


The integration of technology in business strategy increases the complexity of marketing communications and urges the need for advanced marketing performance analytics. Rapid advancements in marketing attribution methods created gaps in the systematic description of the methods and explanation of their capabilities. This paper contrasts theoretically elaborated facilitators and the capabilities of data-driven analytics against the empirically identified classes of marketing attribution. It proposes a novel taxonomy, which serves as a tool for systematic naming and describing marketing attribution methods. The findings allow to reflect on the contemporary attribution methods’ capabilities to account for the specifics of the customer journey, thereby, creating currently lacking theoretical backbone for advancing the accuracy of value attribution.

Item Type:Article
Uncontrolled Keywords:Customer journey analytics; Multi-channel marketing performance measurement; Taxonomy; Marketing attribution; Decision-making
Group:Bournemouth University Business School
ID Code:34765
Deposited By: Symplectic RT2
Deposited On:03 Nov 2020 09:43
Last Modified:20 Apr 2022 01:08


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