Predictive analytics driven campaign management support systems

Kenneth Goul; Sule Balkan; Daniel Dolk

doi:10.1109/HICSS.2015.568

Predictive analytics driven campaign management support systems

Kenneth Goul, Sule Balkan, Daniel Dolk

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

1 Scopus citations

Abstract

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.'

Original language	English (US)
Title of host publication	Proceedings of the Annual Hawaii International Conference on System Sciences
Publisher	IEEE Computer Society
Pages	4782-4791
Number of pages	10
Volume	2015-March
ISBN (Print)	9781479973675
DOIs	https://doi.org/10.1109/HICSS.2015.568
State	Published - Mar 26 2015
Event	48th Annual Hawaii International Conference on System Sciences, HICSS 2015 - Kauai, United States Duration: Jan 5 2015 → Jan 8 2015

Other

Other	48th Annual Hawaii International Conference on System Sciences, HICSS 2015
Country/Territory	United States
City	Kauai
Period	1/5/15 → 1/8/15

Keywords

Campaign management support systems
Predictive analytics

ASJC Scopus subject areas

Engineering(all)

Access to Document

10.1109/HICSS.2015.568

Cite this

Goul, K, Balkan, S & Dolk, D 2015, Predictive analytics driven campaign management support systems. in Proceedings of the Annual Hawaii International Conference on System Sciences. vol. 2015-March, 7070388, IEEE Computer Society, pp. 4782-4791, 48th Annual Hawaii International Conference on System Sciences, HICSS 2015, Kauai, United States, 1/5/15. https://doi.org/10.1109/HICSS.2015.568

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abstract = "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.'",

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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.'

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ER -

Predictive analytics driven campaign management support systems

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Keywords

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