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Content
December 2024, Volume 10, Issue 3
- 192-193 Customer data in marketing analytics: A special issue
by Schiffers, Oliver
- 194-204 A brief history and the future of customer data
by Sterne, Jim & Davenport, Thomas H.
- 205-215 Augmenting customer lifetime value with omnichannel engagement
by Kmet, Carolyn Tang & Copulsky, Jonathan
- 216-226 How does the customer experience benefit from better customer data?
by Kilinc, Tarik
- 227-244 The four Cs of B2B targeting: Using company, customer, channel and contextual data to shrink the audience bullseye
by Diorio, Stephen & Howarth, Rich
- 245-254 Deriving consumer insights with segmentation for identity and consent
by Castricone, Pamela & Long, Lucas
- 255-270 Optimising lead qualification through machine learning: A customer data-driven approach
by Josephine V L, Helen & Moorthy, Vasudevan & Sai, Chandana & Joji, Bindhia
- 271-288 Powerful tools for personalisation: Using large language model-based agents, knowledge graphs and customer signals to connect with users
by Earley, Seth & Mehta, Sanjay
- 289-297 How to retain website traffic in a generative AI world
by Patterson, Laura & Sinex, Jacqueline
September 2024, Volume 10, Issue 2
- 100-102 What customer experience professionals should be doing as the battle lines between capitalism and individual rights continue to take shape
by Lima, Paul
- 103-115 Embracing cookieless advertising with AI
by Thomas, Ian
- 116-121 How consumer perceptions drive online ratings
by Taylor, Bradley
- 122-133 Using patient lifetime value to future-proof your dental practice
by Pritchett, Rosie & Tomaras, Michail & Ahlemeyer-Stubbe, Andrea & Coleman, Shirley
- 134-141 The three critical thinking skills marketers need to excel at for impactful data storytelling
by Florence, Caroline
- 142-157 Overcoming analysis paralysis in bulk: Efficient methods for extensive key driver analyses
by Dupin, Michael & Tannir, Sophia
- 158-175 Machine learning and AI in marketing analytics: Leveraging the survey data to find customers
by Fogarty, David & Cui, Xinlei
- 176-186 Crossed signals: The negative effects of manufacturer warranty length on brand share in an independent retail channel
by Fisher, Robert J. & Ma, Yu & Scholnick, Barry
June 2024, Volume 10, Issue 1
- 4-5 Simpler is better
by Malin, Denis
- 6-17 The evolution of digital marketing in the era of AI
by Cutler, Kelly
- 18-31 Customising generative AI: Harnessing document retrieval and fine-tuning alternatives for dynamic marketing insights
by Crisp, Dakota & Newsted, Jacob & Kirouac, Brendon & Barnes, Danielle & Hayes, Catherine & Prantner, Jonathan
- 32-41 Improving voice of the customer analysis with generative AI
by Sterne, Jim & Davenport, Thomas H.
- 42-50 The recipe for success in creating frictionless customer journeys
by Burton, Stephanie
- 51-61 The power of clarity: Understanding how the effective use of data storytelling can improve the decision-making process
by Fischer, Giovanna
- 62-67 Strategies to mitigate hallucinations in large language models
by Bhattacharya, Ranjeeta
- 68-76 Predicting maintenance costs of an IT system using artificial intelligence models
by Bosch, Nathan & Okafor, Emmanuel & Vriens, Marco & Schomaker, Lambert
- 77-92 Navigating compliance and regulations in marketing analytics: Upholding ethical standards and consumer trust
by Sharma, Animesh Kumar & Sharma, Rahul
- 93-94 `Search Marketing: A Strategic Approach to SEO and SEM` by Kelly Cutler
by Bellamkonda, Shashi
April 2024, Volume 9, Issue 4
- 300-302 Editorial
by Wexler, Michael
- 303-310 Unlocking SEO testing insights: Leveraging quasi-experimental designs for effective experiments
by Fernandes, António
- 311-319 The future of personalisation: What new technologies are learning about customers
by Tang Kmet, Carolyn & Copulsky, Jonathan
- 320-329 In search of customer delight: Integrating customer satisfaction and NPS metrics
by Weinstein, Art
- 330-342 ChatBot preference and personality
by Block, Martin P.
- 343-356 How is your loyalty programme going? A framework for a loyalty programme performance indication system
by Kim, Hyung Su & Park, Dae Yun & Kim, Su Hyun
- 357-374 Demystifying metaverse data from user-technology interaction
by Manna, Reshmi & Singh, Ankit & Apte, Monica
- 375-386 Eco-friendly FMCG products and premiumisation purchasing habits
by Faganel, Armand & Dessardo, Maurizio
December 2023, Volume 9, Issue 3
- 205-206 Editorial
by Sterne, Jim
- 207-214 The rise of AI copilots: How LLMs turn data into actions, advance the business intelligence industry and make data accessible company-wide
by Coyle, Jeff & Jeske, Stephen
- 215-229 What executives need to know about knowledge management, large language models and generative AI
by Earley, Seth
- 230-235 Extracting actionable insights from web analytics and advocating for data-driven change
by Green, Brandie
- 236-248 Can data save small businesses? Benefits and challenges of data analytics adoption among small-sized retailers
by Kim, Naeun (Lauren) & Kim, Terry Haekyung & Park, Jinsu
- 249-269 Use cases of large language models in marketing analytics
by Robbert, Katherine & Penn, Christopher & Wall, John
- 270-280 Using generative AI to turbocharge digital marketing
by Thomas, Ian
- 281-292 Customer journey optimisation using large language models: Best practices and pitfalls in generative AI
by Thukral, Vaikunth & Latvala, Lawrence & Swenson, Mark & Horn, Jeff
October 2023, Volume 9, Issue 2
- 108-109 Editorial
by Squires, Martin
- 110-116 To ChatGPT or not to ChatGPT: A note to marketing executives
by Bughin, Jacques
- 117-133 A new model for optimal advertising impression allocation across consumer segments
by Rubinson, Joel & Morley, Neil B. & Bakapoulos, Vassilis & Vermut, Marc
- 134-144 Automated cluster generation and labelling of peer groups for marketing reporting
by Crisp, Dakota & Prantner, Jonathan & Miller, Grant & Claucherty, Jack & Thomas, Tom & Barnes, Danielle
- 145-152 Generative AI: A master or servant of market research analysis?
by Buckley, Andy
- 153-161 Using customer feedback to prioritise remediation return on investment and improve customer experience
by Mayes, Manya
- 162-172 Considerations in artificial intelligence-based marketing: An ethical perspective
by Sharma, Animesh Kumar & Sharma, Rahul
- 173-181 Data-driven attribute selection for hardware technology products: A multi-criteria framework
by Antipov, Evgeny A. & Pokryshevskaya, Elena B.
- 182-194 Web3 and marketing: The new frontier
by Chicotsky, Brandon
June 2023, Volume 9, Issue 1
- 4-7 Applied marketing analytics: Vital to resolving challenges
by Ament, Leslie
- 8-22 ChatGPT and search engine optimisation: The future is here
by Cutler, Kelly
- 23-29 Data democratisation requires literacy and fluency for proficiency
by Sterne, Jim
- 30-38 Qualifying control data with propensity score matching
by Crisp, Dakota & Kristo, Matt & Everest, Courtney & King, Jenna & Brehmer, Emily & Barnes, Danielle & Prantner, Jonathan
- 39-44 What is the right set of technologies and techniques to effectively analyse marketing effectiveness?
by Patil, Pranav
- 45-53 Which key performance indicators should be used to establish a lead scoring strategy for customer relationship management?
by Suárez, Sergio & Reyes-Menendez, Ana
- 54-72 Using MASEM to explore the psychological mechanisms linking salespeople's job satisfaction and performance
by Chen, Chien-Chung & Chen, Hong & Liu, Yan
- 73-83 Lengthen your attribution window: Which digital ads have most long-term impact?
by Qin, Vivian
- 84-100 Gen Z versus Millennials, purchase intentions: A comparative study based on social media marketing strategies in India
by Vijaya, M. Thirumagal & Yamuna, S. M. & Chitra, B.
August 2023, Volume 8, Issue 4
- 336-336 Editorial
by Keating, Barry
- 337-344 What's the story with marketers and data storytelling? An educator's perspective
by Copulsky, Jonathan
- 345-352 Upper funnel ad effectiveness and seasonality in consumer durable goods
by Qin, Vivian & Pauwels, Koen
- 353-366 How brand mentions in television advertising affect consumer attention, recall and evaluation
by Vroegrijk, Mark
- 367-388 A regional comparison of the skills sought by employers for entry-level data scientists, data analytics, business analytics, marketing analytics and digital analytics professionals
by Stanton, Angela D'Auria & Stanton, Wilbur W.
- 389-403 Modelling the influence of teenagers' shopping motivation on their intention to purchase sports merchandise: A perspective from an emerging economy
by Gupta, Sahil & Kapoor, Komal & Sharma, Geeti & Malik, Nishtha
- 404-422 Customer loyalty in the insurance industry: From traditional to analytical marketing — a bibliometric analysis
by Leiria, Manuel & Dematos, Nelson & Rebelo, Efigénio
- 423-439 Exploring the factors of social media communication and their impact on online corporate brand image
by Kaur, Talvinder & Bedi, Sarbjit Singh
January 2023, Volume 8, Issue 3
- 228-229 Special Issue: Innovative Methods to Measure Digital Marketing Analytics: Part 2
by Reyes-Menéndez, Ana & Ruiz-Lacaci, Nuria & Palos-Sánchez, Pedro
- 230-238 Marketing performance measurement: A model of organisational and behavioural factors
by Da Gama, António Pimenta
- 239-254 How eye tracking can predict consumer behaviour preferences on mobile devices
by Reyes-Menéndez, Ana & Žiaran, Pavel & Antolín-Prieto, Rebeca & Ruiz-Lacaci, Nuria
- 255-270 The voice era: Future acceptance of digital voice assistants and how they will transform consumers' online purchasing behaviour
by Muñoz, Niko & Kremer, Bianca A.
- 271-282 Knowing the levers to pull to measure and optimise digital marketing performance
by Lo Russo, Emma
- 283-301 A regional comparison of the skills sought by employers for entry-level marketing analytics professionals
by D’Auria Stanton, Angela & Stanton, Wilbur W.
- 302-313 Integrating datasets: Segmenting the fashion market using risk aversion
by Block, Martin Paul
- 314-328 Data-driven influencer marketing strategy analysis and prediction based on social media and Google Analytics data
by Purba, Kristo Radion & Tan, Yee Jia
- 329-330 `Marketing Metrics` by Christina Inge
by Robbins, Stewart
October 2022, Volume 8, Issue 2
- 108-110 Special Issue: Innovative methods to measure digital marketing analytics: Part 1
by Reyes-Menendez, Ana & Ruiz-Lacaci, Nuria & Palos-Sanchez, Pedro
- 111-121 How marketers can use the power of an AI/ML model to identify and predict customers
by Bellamkonda, Shash
- 122-132 How businesses of any size can use AI in a digital marketing strategy
by Broadhurst, Martin
- 133-141 Web3 and the future of marketing
by Cutler, Kelly
- 142-159 C-3DP: A cross-cluster analysis model to identify latent categorical customer attributes
by Kamena, Roger
- 160-166 Attribution done right: How to prove the real value of marketing
by Oloyede, Moni
- 167-174 Net searcher sentiment: A web-search based replacement for net promoter score
by Gerber, Isaac
- 175-191 Empirical measurement of marketing analytics orientation: Quantifying the factors that create highly analytical marketing practices
by Branda, Anthony F. & Weber, Mark & Lucio, Eduardo
- 192-205 The impact of digital marketing on the performance of firms in Tunisia
by Fridhi, Bechir
- 206-222 An explorative study of salient usability attributes affecting m-commerce consumer behaviour in a Nordic context
by Løber, Lasse Baungård & Svendsen, Simon
June 2022, Volume 8, Issue 1
- 4-5 Towards a theory of analytics and guidelines for practitioners
by Vriens, Marco
- 6-15 Unlocking the full potential of social listening platforms through prescriptive-based intelligence
by Mcguirk, Mike
- 16-25 Customer lifetime value: How to find the right calculation and prediction approach
by Coleman, Shirley & Walker, Daniel & Rahman-Chowdhury, Mohammed & Ahlemeyer-Stubbe, Andrea
- 26-36 The three stages of workforce optimisation: Moving beyond the industry standard
by Crisp, Dakota & Brown, Jess & Claucherty, Jack & Busteed, Davis & Schultz, Anna & Prantner, Jonathan
- 37-42 The intuition behind machine learning in marketing: Linear TV attribution
by Vinasco, Mario
- 43-54 Should you change your ad messaging or execution? It depends on brand age
by Pauwels, Koen & Sud, Bharat & Fisher, Robert & Antia, Kersi
- 55-78 The culture and leadership style combination that cultivates a best-in-class marketing organisation
by Patterson, Laura & Egeland, Rita & Wong, Kathleen
- 79-88 Why multi-disciplinary, cross-silo teams are best at analysing and actioning data collected along the customer journey
by Jenner, Victoria & Soylemez, Sefer & Dzhuras-Dotta, Sasha & Tsoneva, Ralitsa
- 89-104 How to choose the right influencer for a marketing strategy
by Lenger, Aslı Diyadin
March 2022, Volume 7, Issue 4
- 304-305 What problem are you trying to solve?
by Malin, Denis
- 306-317 Revenue operations: A systems approach for turning analytics into growth
by Diorio, Stephen & Hummel, Chris & Rogers, Bruce
- 318-328 How much does digital advertising accelerate new product success?
by Bertozzi, Giacomo & Bagheri, Saeed R. & Graham, Brett & Knowles, Peter & Netzer, Oded & Pauwels, Koen
- 329-336 Recommendations and personalisation: Three strategies for activating customer behaviour analytics insights
by Earley, Seth
- 337-344 From captive to captivating: The new customer journey model for companies
by Tannir, Sophia & Dupin, Michael & Austin, Manila & Stahlkopf, Christina & Iyengar, Raghu
- 345-354 Customer-centric framework: The missing link between data and business value
by Martinez, Jenna
- 355-361 Customer insights that matter
by Macinnis, Debbie
- 362-373 Why domain knowledge is essential for data scientists in marketing
by Ahlemeyer-Stubbe, Andrea & Müller, Agnes
- 374-385 Assessing the statistical significance of repeated A/B tests with meta-analysis
by Harman, David
- 386-399 Analysing perceptions towards electric cars using text mining and sentiment analysis: A case study of the newly introduced TOGG in Turkey
by Demirer, Dilek Penpece & Büyükeke, Ahmet
February 2022, Volume 7, Issue 3
- 200-201 Drawing from data to paint bigger pictures
by Wycherley, James
- 202-210 Effective first-party data collection in a privacy-first world
by Long, Lucas
- 211-220 Thriving in the age of privacy regulation: A first-party data strategy
by Latvala, Lawrence & Horn, Jeff & Bruno, Bill
- 221-236 High-impact testing that inspires action
by Kroll, Valerie & Hoyer, Julie Shallman
- 237-245 Relevant, impactful and trusted data analysis: A framework for driving the efficient adoption of results
by Johnson, Mike & Cousins, James
- 246-259 Benefits, challenges and future developments in digital analytics in German-speaking countries: An empirical analysis
by Zumstein, Darius & Brauer, Claudia & Zelic, Andrea
- 260-275 The effect of brand image, price, service, product quality and promotion on consumer buying decisions for car purchases: A case study of Bosowa Berlian Motor Inc. in Makassar
by Yusuf, Muhammad & Said, Miah & Nurhilalia, & Yusuf, Yulia Yunita
- 276-287 Understanding the consumer: A comparison of buying behaviour among consumers of Hindustan Unilever and Patanjali products
by Dubey, Anshul
- 288-298 A machine-learning approach for classifying Indian internet shoppers
by Majhi, Ritanjali & Sugasi, Renu Prasad
September 2021, Volume 7, Issue 2
- 100-103 Approaches for a thriving marketing analytics function: Now and in the future
by Mooney, Dan
- 104-107 The social responsibility of data visualisation in a time of pandemic
by Wong, Dona
- 108-114 The care and feeding of digital analysts
by Sterne, Jim
- 115-121 The four big forces conspiring to ruin one’s analytics
by Greenhouse, Jeff
- 122-130 Moving towards inferential attribution modelling in a world without third-party cookies
by Kamena, Roger
- 131-143 Assessing privacy protected cohort-based market segmentation
by Block, Martin P.
- 144-153 Optimising marketing strategies by customer segments and lifetime values, with A/B testing
by Guha, Paromita & Echagarruga, Christina & Tian, Eva Qi
- 154-160 Measuring the value of artificial intelligence in improving search and chatbot outcomes
by Larche, Jeff & Lazarevski, Josip
- 161-168 Whither in-store analytics: How in-store behavioural analytics has changed and where it is heading
by Angel, Gary
- 169-195 Emanating confluence: The symbiotic relationship between artificial intelligence and data
by Gross, Ted W.
June 2021, Volume 7, Issue 1
- 4-5 Editorial: Shedding the pounds by quitting the cookies
by Keegan, Brendan J.
- 6-16 Planning for a cookie-less future: How browser and mobile privacy changes will impact marketing, targeting and analytics
by Thomas, Ian
- 17-22 Ethics and data governance in marketing analytics and artificial intelligence
by Mahmoudian, Haniyeh
- 23-31 Analytics redefined: How privacy is reshaping the industry
by Underwood, Cory
- 32-38 Ethical and efficient consent management
by Hall, Doug
- 39-46 The impact of evolving digital behaviours on the diffusion of marketing technology
by Betts, Andy
- 47-57 How analytics is used in forecasting
by Keating, Barry
- 58-64 Data and decisioning: It takes two to tango in customer experience
by Loftis, Lisa
- 65-72 From marketing to neuromarketing: Ethical considerations
by Garofalo, Caterina & Gallucci, Francesco
- 73-83 Screening for self-directedness: A method for recruiting savvy analysts in a dynamic business environment
by Dapko, Jennifer L. & Snyder, Gregory J.
- 84-92 The importance of local culture in the marketing mix during low season in Bali
by Dewa Rucika, Nyoman Gde & Ardika, I. Wayan & Suryawan Wiranatha, A.A.P. Agung & Budiarsa, Made
March 2021, Volume 6, Issue 4
- 296-297 The process of winning with analytics: The emerging need for agility
by Farquharson, Gordon
- 298-308 Data governance: The path to a data-driven culture
by Burton, Stephanie
- 309-315 Transforming insight in 2021
by Wycherley, James
- 316-323 Fixing the brand radar: Brand trackers should be used for management not market research
by Schillewaert, Niels
- 324-343 Capacity planning in marketing
by Pearson, Andrew
- 344-352 The importance of domain knowledge for successful and robust predictive modelling
by Ahlemeyer-Stubbe, Andrea & Müller, Agnes
- 353-358 Compiling user experience metrics via quantitative and qualitative methods
by Leary, Patrick C.
- 359-365 In a data-rich world, which metrics should digital marketers focus on?
by Kingsnorth, Simon
- 366-376 Data protection and privacy in Canada: A balanced approach
by Lackey, Derek A.
- 377-386 Designing efficient assortments: A branch-and-bound method to optimise volume and satisfaction
by Alves, Alessandro Martins & Vriens, Marco & Ramos, Thiago Graça
January 2021, Volume 6, Issue 3
- 188-189 Editorial: The process of winning with analytics: Provide clarity and confidence
by Mooney, Daniel
- 190-210 Using the customer journey to optimise the marketing technology stack
by Earley, Seth
- 211-220 Pricing and proposition testing in subscription economies
by Fosker, Natasha & Cheung, Benny
- 221-229 Creating a ‘customer centricity graph’ from unstructured customer feedback
by Lebmeier, Elisabeth & Hou, Naiwen & Spann, Korbinian & Aßenmacher, Matthias
- 230-243 Thesis and antithesis — Innovation and predictive analytics: Σ (Past + Present) Data ≠ Future Success
by Gross, Ted William
- 244-256 Design of experiments has not been used more widely by marketing despite its proven track record
by Frey, Jonathan & Haller, Harold S.
- 257-268 Why consumers fail to put their money where their mouth is: A study of organic coffee
by Friberg, Richard & Sanctuary, Mark
- 269-278 The benefits of Shapley-value in key-driver analysis
by Vriens, Marco & Vidden, Chad & Bosch, Nathan
- 279-289 Online hotel reviews: Factors influencing how customers perceive their credibility and the likelihood of customer adoption
by Abuhulaibah, Talal & Chen Mccain, Shiang-Lih & Lolli, Jeffrey C.
October 2020, Volume 6, Issue 2
- 100-101 Analytics with a conscience: Values-based decision making within marketing analytics
by Kwartler, Ted
- 102-110 Hiring strategies beyond the pandemic: Attracting the best marketing analytics and business intelligence talent
by D’Alessandro, Kate & Perlman, Steve
- 111-118 Response latency measures in questionnaires: A brief overview
by Bridger, Darren
- 119-125 A detective’s story: How tiny clues can reveal great opportunities
by Cornigeanu, Iulia
- 126-135 Customer relationship management with WeChat: How to apply analytics principles to social media in China
by Ma, Arnold
- 136-150 Will they stay or will they go? Predicting customer churn in the energy sector
by Vezzoli, Michela & Zogmaister, Cristina & Van Den Poel, Dirk
- 151-168 An insight into customers’ product return intentions
by Maity, Devdeep
- 169-178 The influence of social media communities on brand loyalty: Case study of Morocco’s telephone operating companies
by Abdelmounaim, Kerkri
June 2020, Volume 6, Issue 1
- 4-5 Marketing science and epidemiology
by Hanssens, Dominique M.
- 6-12 Using event-based models for cross-device insights into the user journey
by Alowaish, Mai
- 13-21 Case study: In-store display and visual merchandising analytics
by Angel, Gary
- 22-36 Sentiment analysis and emotion recognition: Evolving the paradigm of communication within data classification
by Gross, Ted William
- 37-45 Facebook and Pandora’s box: How using Big Data and Artificial Intelligence in advertising resulted in housing discrimination
by Khatry, Sarah
- 46-56 Building analytics teams for success
by Kulkarni, Radhika V.
- 57-64 Four pivotal capabilities for marketers to support the growth mandate
by Patterson, Laura
- 65-72 Adapting the enterprise data lake architecture for marketing analytics
by Kamena, Roger
- 73-84 Interrelated factors driving the purchase of over-the-top television subscription services: A study using exploratory factor analysis and the decision-making trial and evaluation laboratory method
by Saini, Chand P. & Gupta, Neha
- 85-86 `The AI-Powered Enterprise: Harness the Power of Ontologies to Make Your Business Smarter, Faster and More Profitable` by Seth Earley
by Malin, Denis
- 87-90 `Fast Track Your Business: A Customer-Centric Approach to Accelerate Market Growth` by Laura Patterson
by Earley, Seth
May 2020, Volume 5, Issue 4
- 292-293 The more things change the more they remain the same
by Malin, Denis
- 294-303 Using behavioural science to reduce opportunistic insurance fraud
by Mitchell, Tim & Cheung, Benny
- 304-311 Leveraging machine learning to deepen customer insight
by Abbas, Zain & Merbis, Roland & Motruk, Artur
- 312-323 Why human involvement is still required to move text analytics technologies leveraged with artificial intelligence from the trough of disillusionment to the plateau of productivity
by Howarth, Paul
- 324-332 Martech leadership: The symbiotic development of technology and talent
by Betts, Andy
- 333-339 Using segmentation to improve strategy and predictive modelling
by Grigsby, Mike
- 340-346 Ensuring consistency in the ever dynamic analytics landscape
by Kingsnorth, Simon
- 347-353 How graphs help marketers get super slick on user data
by Eifrem, Emil
- 354-370 Using loyalty card records and machine learning to understand how self-medication purchasing behaviours vary seasonally in England, 2012–2014
by Davies, Alec & Green, Mark A. & Riddlesden, Dean & Singleton, Alex D.
- 371-386 Personal values and the purchase of mass media entertainment services in rural India
by Sarda, Lovekesh & Singh, Jagwinder
May 2020, Volume 5, Issue 3
- 196-197 Applying artificial intelligence to marketing decision-making
by Mazze, Edward M.
- 198-209 Optimising the impact of promotional activity
by Bunn, Colin
- 210-222 Getting ready for the California Consumer Privacy Act: Building on General Data Protection Regulation preparedness
by Thomas, Ian
- 223-232 Using the FUSEDIT Framework to combine lead and sales data for a customer relationship management integration project
by Stanley, Ann & Truman, Ed
- 233-242 How to leverage internet of things data to generate benefits for sales and marketing
by Ahlemeyer-Stubbe, Andrea
- 243-255 Segmenting consumers based on willingness to share data for marketing purposes
by Block, Martin P. & Schultz, Don E.
- 256-265 Complaining with emojis: Some conceptual and analytical aspects
by Moussa, Salim
- 266-281 Adaptive methods for creating consumer lifestyle models
by Karasev, Alexander P.
- 282-283 `Predictive Analytics for Marketers: Using Data Mining for Business Advantage` by Barry Leventhal
by Squires, Martin
July 2019, Volume 5, Issue 2
- 104-105 The marketing mix paradox: More audience information may not equal better marketing mix measurement
by Alcaraz, Raf
- 106-120 Out-of-home and top of mind: Moving beyond panels in out-of-home marketing
by Duminil, Isaline & Pierrel, François-Xavier
- 121-128 The anatomy of successful digital transformation: The role of analytics
by Bughin, Jacques & O’Beirne, Barbara & Deakin, Jonathan
- 129-136 The Linux Compete strategy: An analytics case study
by Vriens, Marco & Vidden, Chad
- 137-145 The customer journey: How customer touch points interact to drive increased loyalty, satisfaction and revenue
by Grigsby, Mike
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