Informational Challenges in Omnichannel Marketing: Remedies and Future Research

被引：131

作者：

Cui, Tony Haitao ^{[1
,2
]}

Ghose, Anindya ^{[3
,4
,5
]}

Halaburda, Hanna ^{[4
]}

Iyengar, Raghuram ^{[6
]}

Pauwels, Koen ^{[7
,8
]}

Sriram, S. ^{[9
]}

Tucker, Catherine ^{[10
]}

Venkataraman, Sriraman ^{[11
,12
]}

机构：

[1] Univ Minnesota, Carlson Sch Management, Int Mkt, Minneapolis, MN 55455 USA

[2] Univ Minnesota, Carlson Sch Management, Mkt, Minneapolis, MN 55455 USA

[3] NYU, Stern Sch Business, Business, New York, NY 10003 USA

[4] NYU, Stern Sch Business, Technol Operat & Stat, New York, NY 10003 USA

[5] NYU, Stern Sch Business, Mkt, New York, NY 10003 USA

[6] Univ Penn, Wharton Sch Business, Mkt, Philadelphia, PA 19104 USA

[7] Northeastern Univ, BI Norwegian Business Sch, Boston, MA 02115 USA

[8] Northeastern Univ, DAmore McKim Sch Business, Mkt, Boston, MA 02115 USA

[9] Univ Michigan, Mkt, Ann Arbor, MI 48109 USA

[10] NBER, Cambridge, MA 02138 USA

[11] Univ N Carolina, Mkt, Chapel Hill, NC 27515 USA

[12] Univ N Carolina, Kenan Flagler Business Sch, Chapel Hill, NC 27515 USA

来源：

JOURNAL OF MARKETING | 2021年 / 85卷 / 01期

关键词：

attribution; blockchain; machine learning; omnichannel; privacy; EMPIRICAL-MODEL; ONLINE; IMPACT; PROMOTION; PURCHASE; AGGREGATION; BLOCKCHAIN; CHANNELS; OFFLINE; BRICKS;

D O I：

10.1177/0022242920968810

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Omnichannel marketing is often viewed as the panacea for one-to-one marketing, but this strategic path is mired with obstacles. This article investigates three challenges in realizing the full potential of omnichannel marketing: (1) data access and integration, (2) marketing attribution, and (3) consumer privacy protection. While these challenges predate omnichannel marketing, they are exacerbated in a digital omnichannel environment. This article argues that advances in machine learning and blockchain offer some promising solutions. In turn, these technologies present new challenges and opportunities for firms, which warrant further academic research. The authors identify both recent developments in practice and promising avenues for future research.

引用

页码：103 / 120

页数：18

共 87 条

[1]

Abhishek V., 2015, Media exposure through the funnel: A model of multi-stage attribution

[2]

Agrawal Ajay., 2018, Prediction Machines: The Simple Economics of Artificial Intelligence

[3] Managing Multi- and Omni-Channel Distribution: Metrics and Research Directions [J].