Call Tracking Technology Selection Model

Wilson Zehr, Abdussalam Alawini, Mousa Alharbi, Mohamed Borgan

Research output: Chapter in Book/Report/Conference proceedingChapter


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.

Original languageEnglish (US)
Title of host publicationInnovation, Technology and Knowledge Management
Number of pages20
StatePublished - 2014
Externally publishedYes

Publication series

NameInnovation, Technology and Knowledge Management
ISSN (Print)2197-5698
ISSN (Electronic)2197-5701


  • Core Requirement
  • Implementation Time
  • Internal Inconsistency
  • Loan Officer
  • Marketing Material

ASJC Scopus subject areas

  • Management of Technology and Innovation


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