This new index also constitutes part of a growing trend in the technology realm that strives to make sense of the open source world. Just last week, OpenLogic launched an upgraded tool it calls Stack Builder, which helps enterprises choose the right open source software. And earlier this year, Openbase emerged out of the ether to serve as a sort of Yelp for open source software packages.
The study, forthcoming in the Journal of Marketing, is titled “Informational Challenges in Omnichannel Marketing Remedies and Future Research” and is authored by Koen Pauwels, Haitao (Tony) Cui, Catherine Tucker, Raghu Iyengar, S. Sriram, Anindya Ghose, Sriraman Venkataraman, and Hanna Halaburda.
Often viewed as the panacea for one-to-one marketing, omnichannel experiences data, marketing attribution, and consumer privacy frictions. The research team demonstrates that advances in machine learning (ML) and blockchain can address these frictions. However, these technologies may in turn also present new challenges for firms and opportunities for academic research.