Performance measurement of mobile marketing in multi-channel environments

• Main Authors: Schierholz, R., Ostrowski, A., Glissmann, S., Kolbe, L.M., Brenner, W.
• Format: Conference Proceeding
• Language: English
• Subjects: Business; Customer relationship management; Information management; Instruments; Internet; Investments; Management accounting; Marketing management; Measurement; Wireless application protocol
• ISSN: 1935-4908; 2576-9413
• DOI: 10.1109/ICMB.2005.77

The burst of the e-bubble largely affected the expectations towards and the willingness to invest in mobile initiatives. Recently, the interests for mobile business and mobile commerce both in academia and in the practice field have risen again. This time, business managers request detailed and reliable reporting about the benefits of such initiatives for the justification of the investment though. A prominent example for such mobile initiatives is mobile marketing, where the pervasiveness and personalization features of mobile technologies such as cellular are taken advantage of. Typically these mobile marketing initiatives are embedded in a multi-channel management. Current management accounting instruments do not provide sufficient information about the performance of the different channels. Particularly new and innovative channels such as mobile marketing are required to prove their efficiency and thus need such instruments. This paper proposes a model for performance measurement in multi-channel environments, particularly taking into account the mobile channels. The model is evaluated in a real-world case study.