TY - GEN
T1 - Predictive analytics driven campaign management support systems
AU - Goul, Kenneth
AU - Balkan, Sule
AU - Dolk, Daniel
N1 - Publisher Copyright:
© 2015 IEEE.
PY - 2015/3/26
Y1 - 2015/3/26
N2 - This paper uses design science research foundations to establish requirements for predictive analytics-driven Campaign Management Support Systems (CMSS). We assert the 'campaign' as the unit of analysis for these systems, because campaign management is central to the marriage of marketing resource management and the ideals of demand/customer-driven supply chains. Current CMMS are fragmented, disconnected and batch-oriented - they are not enterprise-centric. They do not address governance, integrated deployment or the risk of unexpected consequences of campaigns gone awry. However, they should given examples of recent campaign failures at Target and other companies. Further, they do not support domain specific performance measurement and monitoring. We develop requirements for CMSS. We provide a conceptual architecture and monitoring engine. The architecture and engine are founded in vigilant information systems design theory. The CMSS design builds on earlier research in a predictive analytics deployment methodology called 'DEEPER.'
AB - This paper uses design science research foundations to establish requirements for predictive analytics-driven Campaign Management Support Systems (CMSS). We assert the 'campaign' as the unit of analysis for these systems, because campaign management is central to the marriage of marketing resource management and the ideals of demand/customer-driven supply chains. Current CMMS are fragmented, disconnected and batch-oriented - they are not enterprise-centric. They do not address governance, integrated deployment or the risk of unexpected consequences of campaigns gone awry. However, they should given examples of recent campaign failures at Target and other companies. Further, they do not support domain specific performance measurement and monitoring. We develop requirements for CMSS. We provide a conceptual architecture and monitoring engine. The architecture and engine are founded in vigilant information systems design theory. The CMSS design builds on earlier research in a predictive analytics deployment methodology called 'DEEPER.'
KW - Campaign management support systems
KW - Predictive analytics
UR - http://www.scopus.com/inward/record.url?scp=84944186882&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84944186882&partnerID=8YFLogxK
U2 - 10.1109/HICSS.2015.568
DO - 10.1109/HICSS.2015.568
M3 - Conference contribution
AN - SCOPUS:84944186882
T3 - Proceedings of the Annual Hawaii International Conference on System Sciences
SP - 4782
EP - 4791
BT - Proceedings of the 48th Annual Hawaii International Conference on System Sciences, HICSS 2015
A2 - Bui, Tung X.
A2 - Sprague, Ralph H.
PB - IEEE Computer Society
T2 - 48th Annual Hawaii International Conference on System Sciences, HICSS 2015
Y2 - 5 January 2015 through 8 January 2015
ER -