Call Tracking Technology Selection Model [chapter]

Wilson Zehr, Abdussalam Alawini, Mousa Alharbi, Mohamed Borgan
2014 Innovation, Technology, and Knowledge Management  
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
more » ... ements, 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 specifi c 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. Introduction This project was undertaken on behalf of Cendix ( ) a company located in Lake Oswego, Oregon, that provides innovative web-to-print solutions. The primary focus of Cendix is to deliver "custom branded" online applications that
doi:10.1007/978-3-319-05651-7_2 fatcat:z6ump2rygbg2vfgfg5fjprhnji