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Call Tracking Technology Selection Model

In: Technology Development

Author

Listed:
  • Wilson Zehr

    (Oregon State University)

  • Abdussalam Alawini

    (Portland State University)

  • Mousa Alharbi

    (AramCo)

  • Mohamed Borgan

    (Portland State University)

Abstract

In this chapter we evaluate the selection of a call tracking feature for an existing marketing automation solution. This type of selection process has become much more complex over time based on the sheer volume of offerings available, different technical approaches to implementation, and service plans (features plus costs). In order to manage this complexity for decision making, we gathered a set of core requirements from the client, assembled a panel of experts to rank the importance of requirements, and then evaluated the potential solutions based on those criteria. The actual decision making methodology used in this study is the hierarchical decision model (HDM) testing two alternative methods for evaluating the expert criteria ranking. In this case, by focusing on client requirements, rather than specific technologies or implementation approaches, allows us to greatly simplify this complex decision making process in the absence of a more detailed technical analysis of every possible solution.

Suggested Citation

  • Wilson Zehr & Abdussalam Alawini & Mousa Alharbi & Mohamed Borgan, 2014. "Call Tracking Technology Selection Model," Innovation, Technology, and Knowledge Management, in: Tugrul U. Daim & Ramin Neshati & Russell Watt & James Eastham (ed.), Technology Development, edition 127, chapter 0, pages 23-42, Springer.
    • Handle: RePEc:spr:innchp:978-3-319-05651-7_2
    DOI: 10.1007/978-3-319-05651-7_2
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