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Description: Applied Marketing Analytics is the major professional and research journal publishing in-depth, peer-reviewed articles, case studies and research papers on all aspects of measuring and analysing marketing performance to improve its effectiveness. Subjects covered include: Big Data marketing analytics; AI and marketing; aligning marketing metrics with business goals; consumer behaviour; optimizing marketing value, retention and loyalty; KPIs and performance benchmarks in marketing; analytics in advertising; social media marketing analytics; content marketing analytics; attribution in marketing; the customer decision journey and analytics
Series handle: RePEc:aza:ama000
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Content
July 2019, Volume 5, Issue 2
May 2019, Volume 5, Issue 1
- 4-5 What do we mean by marketing analytics?
by Unknown
- 6-14 Becoming a master: Best practices in attribution reporting
by Burton, Stephanie & Powers, Andy
- 15-37 Issues with shopper tracking and data quality: From solving multi-floor issues to driving better positional accuracy
by Angel, Gary
- 38-44 Data collection for integrated customer data management: Concerns, considerations and best practices
by Iyer, Chitra
- 45-53 Multi-touch attribution: A case study in automotive media optimisation
by Prantner, Jonathan
- 54-59 Investment management: Competing in a data-driven world
by Ribeiro, Laura E.
- 60-64 Getting an edge on data insights and breakthrough innovation
by Bradley, Joseph
- 65-68 Transforming the enterprise with applied artificial intelligence
by Subramani, Santhosh
- 69-82 Mining online comments to understand customer satisfaction with hotel technologies: A comparison of hotels in Beijing and Washington, DC
by Zheng, Minyi & Chen Mccain, Shiang-Lih & Lolli, Jeffrey C. & Ting, Ping-Ho
- 83-96 Predicting consumer personality traits in the sharing economy: The case of Airbnb
by Acar, Murat & Toker, Aysegul
March 2019, Volume 4, Issue 4
- 280-281 Over the horizon: Marketing to personal agents
by Sterne, Jim
- 282-289 Less is more: An investigation into how different levels of localisation in out-of-home creative drive sales
by Steele, Rory & Roper, Jennie
- 290-299 Communication and collaboration between chief data officers and chief marketing officers
by Earley, Seth
- 300-310 Using marketing analytics for improved health engagement and outcomes
by Fogarty, David & Jing, Lin & Harrison, Peter
- 311-316 Do conversational platforms represent the next big digital marketing opportunity?
by Copulsky, Jonathan
- 317-329 The executable data strategy: A guide to using data with purpose
by Lovett, John
- 330-341 Analytics: Turning data into management gold
by Even, Alon
- 342-354 Applying a delta opportunity index to paid media budget planning
by Kamena, Roger & Renaud, Jean-François
- 355-359 The current state of data protection and privacy compliance in Canada and the USA
by Lackey, Derek & Beaton, Neil
February 2019, Volume 4, Issue 3
- 192-193 Editorial
by Bos, Caroline Van Den
- 194-205 The impact of the General Data Protection Regulation on digital marketing and analytics
by Thomas, Ian
- 206-213 Customer-centric experiences through data
by Slovak, Chris
- 214-221 Marketing analytics in the age of machine learning
by Booth, David
- 222-228 How to ensure analytics and martech are relevant to the business
by Patterson, Laura
- 229-237 The coming democratisation of emotions analytics
by Somers, Dan
- 238-252 A foundation for building a data-driven culture
by Wang, Shu & Krisch, Ulrike
- 253-263 Improving measurement with Big Data: Variety-seeking and survival
by Nastasoiu, Mihaela Alina & Bendle, Neil & Vandenbosch, Mark
- 264-267 `The AI Advantage: How to Put the Artificial Intelligence Revolution to Work` by Tom Davenport
by Earley, Seth
September 2018, Volume 4, Issue 2
- 100-101 Editorial
by Unknown
- 102-107 Using matched market lift to measure the true value of offline and online advertising
by Williamson, Dominic & Arfa, Jonathan
- 108-116 Serving the customer better by understanding their top tasks
by Mcgovern, Gerry
- 117-125 From knowing to doing: A framework to discover, engage with and motivate the person behind the data
by Lauscher, Pascal
- 126-135 Digital audience management: Building and managing a robust data management platform for multi-channel targeting and personalisation throughout the customer journey
by Gardé, Vaibhav
- 136-148 The other 180°: Filling in the other half of the 360° customer view
by Angel, Gary
- 149-156 A/B testing: The importance of significance and test duration
by Langmann, Sabine
- 157-169 How page speed impacts the bottom line
by Carpenter, Roopa N.
- 170-177 A two-step recommendation to improve stability in free-choice brand-attribute associations: A research agenda
by Maity, Devdeep
- 178-179 `Forecasting and Predictive Analytics: With ForecastX™ (7th edn)` by Barry Keating, J. Holton Wilson and John Galt Solutions, Inc
by Copulsky, Jonathan
- 180-181 `Handbook of Marketing Analytics` by Natalie Mizik and Dominique M. Hanssens
by van den Bos, Caroline
April 2018, Volume 4, Issue 1
- 4-5 Editorial
by Unknown
- 6-21 Conversational marketing: Creating compelling customer connections
by Sotolongo, Nicholas & Copulsky, Jonathan
- 22-31 Applications of survival analysis to customer management
by Leventhal, Barry
- 32-36 From commercial silos to commercial integration
by Alcaraz, Rafael
- 37-45 How to drive change via dashboards: An approach to measure the impact of global campaigns for a business-to-business company
by Spann, Korbinian
- 46-52 How organisations can establish marketing analytics as the common business language to drive continuous improvement
by Grubb, Tom
- 53-62 Topic modelling for open-ended survey responses
by Chen, Song & Vidden, Chad & Nelson, Nicole & Vriens, Marco
- 63-78 From analytics to conversion rate optimisation
by Pavan, Enrico
- 79-92 Optimising the effectiveness of container packaging design: How shape influences customer proportion judgments
by Li, Shenyu & Huang, Rong & Yuan, Hong & Zhou, Qiong
November 2017, Volume 3, Issue 4
- 284-285 Editorial: New ventures and data: Challenges and opportunities
by Unknown
- 286-290 From STP to PAR: Moving communication planning from the past to the future
by Schultz, Don E.
- 291-297 Transforming marketing with artificial intelligence
by Olson, Christi & Levy, Jennifer
- 298-305 From programming to statistics to machine learning for marketing
by Sterne, Jim
- 306-313 Adaptive analytics: Surfacing the organic pulse of today’s consumers
by Panzarella, Joseph
- 314-323 There is no personalisation without orchestration
by Hatch, David
- 324-338 Data granularity enhancements in Google Analytics to better understand visitor behaviour
by Piccigallo, Fabio
- 339-352 Using the six principles of neuromarketing to better understand changing markets
by Gallucci, Francesco & Garofalo, Caterina
- 353-362 The links between sales and retail distribution: An overview and case study of alcoholic beverages
by Friberg, Richard & Sanctuary, Mark
- 363-373 Refining online consumer search into an opportunity
by Santos, Babur De Los & Forcum, Lura
- 374-375 `Creating a Data-Driven Enterprise with DataOps: Insights from Facebook, Uber, LinkedIn, Twitter, and eBay` by Ashish Thusoo and Joydeep Sen Sarma
by Hogan, Christopher
August 2017, Volume 3, Issue 3
- 192-193 Editorial: What I thought it meant was…
by Unknown
- 194-198 The marketing performance credibility gap: The growing importance of developing financially credible measures of the contribution of marketing to enterprise value, profits and growth
by Rogers, Bruce H.
- 199-205 More than science fiction: Using artificial intelligence and machine-learning techniques to supercharge your marketing
by Thurber, Korey
- 206-225 Marketing performance management: How best-in-class marketing organisations prove marketing’s value
by Patterson, Laura & Kilgore, Patrick & Miller, Rick
- 226-238 The case for multi-touch attribution in the age of people-based marketing: Why it matters (and why it is hard)
by Stuart, Greg & Rubinson, Joel & Bakopoulos, Vassilis
- 239-249 A tactical guide to implementing a custom event strategy for mobile apps and games
by Pearlman, Andrew
- 250-254 How machine learning is developing to get more insight from complex voice-of-customer data
by Howlett, Nigel
- 255-263 Gains: An R package for gains tables and lift charts
by Rolling, Craig A.
- 264-275 Exploring the effect of weather targeting on online advertising effectiveness: A field experiment
by Weißmüller, Felix Rafael Maria & Schrempf, Fabian Peter Walter & Bornemann, Stefan
May 2017, Volume 3, Issue 2
- 100-101 Editorial
by Unknown
- 102-111 Marketing technologies, customer data and analytics: Enabling responsive customer journeys and scalable marketing processes
by Copulsky, Jonathan & Richardson, Shawn & Simone, Michael
- 112-122 Building a successful marketing analytics organisation
by Young, John
- 123-129 The emerging role of the chief analytics officer and its implications for consumer-driven businesses
by Aryapadi, Manikantan & Moitra, Rohan
- 130-138 Vigilant marketing: Catching fleeting opportunities for growth spurts
by Hanssens, Dominique M. & Wang, Fang & Zhang, Xiao-Ping
- 139-145 Analytic transformation: How to profit from a data deluge
by Bughin, Jacques & Macias-Lizaso, Gloria
- 146-156 Using multi-armed bandit experimentation to optimise multichannel digital marketing campaigns
by Thomas, Ian
- 157-162 Bridging the talent gap: Three steps to staying competitive through analytics
by Bolton, Carrie
- 163-171 Generating business-to-business leads: How to reach the people behind the logo
by Ahlemeyer-Stubbe, Andrea & Müller, Agnes
- 172-182 Brand segmentation using implicit brand measures
by Vriens, Marco & Alves, Alessandro Martins & Chen, Song
- 183-184 `Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability` by Darren Bridger
by van den Bos, Caroline
April 2017, Volume 3, Issue 1
- 4-5 Editorial
by Unknown
- 6-10 Standing in their shoes: How people-centred research can revitalise the research industry
by Buckley, Andy
- 11-18 Converting analytics into management actions
by Wills, Steve & Wycherley, James
- 19-31 A data structure for customer insights
by Porzak, Jim
- 32-41 Transforming data into impact
by Skorka, Alexander
- 42-52 The advanced television meter: More precise and faster audience behaviour data and insights into advert effectiveness
by Tjondronegoro, Daniel
- 53-57 Panel regression (cross sectional-time series) in same store sales analysis
by Grigsby, Mike
- 58-69 Leveraging marketing analytics to improve firm performance: Insights from implementation
by Kumar, V. & Sharma, Amalesh
- 70-90 Bayesian confirmatory analysis of multiple response data
by Ferreira, Mauricio & Congdon, Peter & Edwards, Yancy
November 2016, Volume 2, Issue 4
- 284-285 Editorial
by Unknown
- 286-295 Ten big lessons learned from Big Data analytics
by Bughin, Jacques
- 296-303 Focusing on Small Data to drive big results
by Necsulescu, Nick
- 304-311 Capturing the value of data in banking
by Sagraves, Allison & Connors, Greg
- 312-321 Using online social networks to measure consumers’ brand perception
by Cutler, Jennifer & Culotta, Aron
- 322-328 Using mobile interviews to conduct product evaluations
by Cape, Pete
- 329-339 Attribution: Untangling the web of confusion — a primer for marketers
by Mathew, Manu
- 340-352 Digital profiling on limited data: Application in display advertising
by Trusov, Michael & Ma, Liye
- 353-366 Examining intrapreneurship: Meal deals as traffic builders in food retail
by Zwanka, Russell J.
September 2016, Volume 2, Issue 3
- 188-189 Marketing analytics leads to better marketing decisions
by Unknown
- 190-191 Customers love your use of marketing data … not!
by Rogers, Bruce H.
- 192-200 Analysis of Voice of Customer data through data and text mining
by Frey, Jonathan & Ananyan, Sergei
- 201-212 One tweak at a time: How analytics improved our content marketing
by Copulsky, Jonathan & Bergstrom, Amy & Simone, Michael
- 213-224 The future of marketing automation
by Davenport, Thomas H. & Phillips, Judah
- 225-238 Comparing clustering methods for market segmentation: A simulation study
by Vidden, Chad & Vriens, Marco & Chen, Song
- 239-254 Bringing integrated digital marketing to the next level: How to measure engagement across the customer lifecycle for continuous program improvement
by Earley, Seth
- 255-264 The impulsivity challenge
by Schultz, Don & Block, Martin & Viswanathan, Vijay
- 265-279 The relationship between Big Data, data science, digital analytics and the skills and abilities needed to optimise marketing decisions
by Stanton, Angela D’Auria & Stanton, Wilbur W.
June 2016, Volume 2, Issue 2
- 100-101 Editorial
by Unknown
- 102-104 Telling compelling stories with data
by Wong, Dona
- 105-110 Using lift-testing to measure the true value of digital marketing in the cross-device world
by Williamson, Dominic
- 111-120 Text into numbers: Can marketers benefit from unstructured data?
by Keating, Barry P.
- 121-126 Customer-centricity and marketing attribution: Here is why it matters and how to get started
by Thurber, Korey
- 127-132 Getting the most out of voice of the customer data
by Howlett, Nigel
- 133-143 Logistic regression to identify organisational opportunities in customer surveys using R
by Kwartler, Ted
- 144-151 Using neural networks and Monte Carlo techniques in data science: The value of Google DeepMind in general use
by Churchman, Richard
- 152-161 Content intelligence: A case study at the American Cancer Society
by Jones, Colleen & Baker, Melinda
- 162-168 AutoNation: Driving customer loyalty in a fragmented industry
by Singh, Vikash & Banton, Sheena
- 169-179 Measuring the value of mobile advertising in driving business outcomes: Empirical data from Coca-Cola, AT&T;, MasterCard and Walmart
by Bakopoulos, Vassilis & Stuart, Greg & Briggs, Rex
- 180-181 `Geodemographics for Marketers: Using Location Analysis for Research and Marketing` by Barry Leventhal
by van den Bos, Caroline
- 182-183 `Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, Revised and Updated` by Eric Siegel
by Sterne, Jim
February 2016, Volume 2, Issue 1
- 4-5 How is your system/360?
by Unknown
- 6-11 Intuitive analytics: The same as analytic guessing?
by Alcaraz, Rafael
- 12-24 Analytics off the shelf: Using commercially available tools now
by Keating, Barry P.
- 25-40 Data governance and digital transformation: Using the customer journey to define a framework
by Earley, Seth & Maislin, Seth
- 41-51 Marketing in the age of machine learning: How optimising personalisation granularity leads to better performance in a dynamic market
by Penzotti, Julie
- 52-56 Birds of a feather still flock together: The continuing relevance of geodemographics
by Leventhal, Barry
- 57-72 The ‘devicefication’ of the car: Adding personal vehicles to the digital marketing mix
by Maugain, Olivier
- 73-83 Intelligent profiles and segments equals pure power for business: Combining profiles, segment and predictive analytics
by Ahlemeyer-Stubbe, Andrea & Horvath, Stephan
- 84-91 Maximising the value of a pharmaceutical line extension using discrete choice modelling, secondary data and market segmentation
by Latta, Michael & Clark, Melissa
October 2015, Volume 1, Issue 4
- 292-295 Special issue on data visualisation
by Unknown
- 296-298 Visualisation: The last mile of analytics
by Earley, Seth
- 299-313 Data storytelling: What it is and how it can be used to effectively communicate analysis results
by Dykes, Brent
- 314-319 What can data journalists teach us about being more effective analysts?
by Hadley, Loren
- 320-330 How to avoid the six most common analytics data visualisation mistakes
by Pica, Lea
- 331-341 Creating high-impact visualisations
by Brackett, Kerry E. & Pal, Sumit
- 342-349 A review of frequently overlooked best practices for graphs
by Robbins, Naomi B. & Robbins, Joyce
- 350-362 Integrated competition and customer analysis: Managing market share efficiently
by Vriens, Marco & Alves, Alessandro Martins
- 363-376 Advanced next best offer marketing using predictive analytics
by Croft, Justin
- 377-387 An overwhelming amount of data: Applying chaos theory to find patterns within big data
by Gross, Ted
- 388-390 `Practical Text Analytics: Interpreting Text and Unstructured Data for Business Intelligence` by Steven Struhl
by Earley, Seth
- 391-393 `Marketing Analytics: A Practical Guide to Real Marketing Science` by Mike Grigsby
by Earley, Seth
July 2015, Volume 1, Issue 3
- 196-197 Editorial
by Unknown
- 198-205 Measuring the success of social marketing campaigns with web/digital analytics
by Gardé, Vaibhav
- 206-213 Discovering discovery: Data discovery best practices
by Sterne, Jim
- 214-220 New tools and techniques for understanding non-conscious consumer decisions
by Bridger, Darren & Noble, Thom
- 221-225 Using survival analytics to estimate lifetime value
by Grigsby, Mike
- 226-236 The unified log: What it is and how it is changing marketing analytics
by Sassoon, Yali
- 237-242 Mining the gold in customer data to uncover your competitive advantage
by Shi-Nash, Dr Amy
- 243-251 Planning and implementing conversation-led marketing
by Wenzek, Hagen & Pangaro, Paul
- 252-266 Media usage patterns of social media users
by Viswanathan, Vijay & Schultz, Don E & Block, Martin
- 267-282 Marketing return on investment: Seeking clarity for concept and measurement
by Farris, Paul W. & Hanssens, Dominique M. & Lenskold, James D. & Reibstein, David J.
- 283-284 `Humanizing Big Data: Marketing at the Meeting of Data, Social Science & Consumer Insight` by Colin Strong
by Johannessen, Christopher M.
January 2015, Volume 1, Issue 2
- 108-109 Mobile analytics
by Unknown
- 110-116 Adapting to the elusive loyalty of the mobile audience
by Rimmon, Tamar & Stubbs, Dan
- 117-121 ESPN’s approach to a mobile analytics implementation
by Zaharchuk, Amber & Meares, Chris
- 122-128 Mobile analytics: Essential for business maturation in the digital marketing era
by Pun, Ray
- 129-138 Orchestrating mobile analytics
by Johannessen, Christopher M.
- 139-145 Where mobile fits in the marketing funnel sandwich
by Even, Alon
- 146-153 How data and user behaviour analysis impacts sales — especially via mobile
by Pavan, Enrico
- 154-160 Mastering the fundamentals of mobile analytics
by Hadley, Loren
- 161-167 So you need a mobile analytics strategy? Six key areas to cover for new developers
by Pearlman, Andrew
- 168-174 General papers - Marketing analytics How best-in-class marketers use alignment and accountability for value creation
by Patterson, Laura
- 175-185 Big Data analytics for transaction banking: The differentiator
by Meijer, Carlo R.W. De & Majumdar, Anupam
- 186-187 `Modeling Techniques in Predictive Analytics with Python and R: A Guide to Data Science` by Thomas W Miller
by Johannessen, Christopher M.
October 2014, Volume 1, Issue 1
- 4-5 Editorial - Generative AI and its impact on marketing analytics: A special issue
by Unknown
- 6-12 The challenge of digital marketing attribution across internet devices
by Hogan, Christopher
- 13-20 Beyond sales and awareness: Using marketing analytics for improved health engagement and outcomes
by Fogarty, David & Harrison, Peter & Jing, Lin & Yip, Sam
- 21-31 Conceptual reasons beyond technology for the delayed progress and innovation in marketing science
by Alcaraz, Rafael
- 32-41 Will personal data in the hands of individuals revolutionise analytics?
by Strong, Colin
- 42-52 An analytical framework for social media customer service
by Kwartler, Ted
- 53-57 A net present value model with application to target marketing
by Qu, Jingjing & Chen, Yumin
- 58-65 How mobile brands are applying a longitudinal customer view to understand and influence behaviours
by Albert, Lara
- 66-74 A framework of purpose and consent for data security and consumer privacy
by Pols, Aurélie & Schiffers, Oliver
- 75-80 How Orbitz tackled the long tail problem in online marketing optimisation
by Lu, Wenqing
- 81-102 Using big data file fusion to determine the effects of social media on retail brand preference
by E. Schultz, Don & P. Block, Martin
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