Applied Marketing Analytics: The Peer-Reviewed Journal

2014 - 2025

From Henry Stewart Publications
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Volume 11, issue 2, 2025

The imperative evolution of marketing mix models pp. 104-108

David J. Fogarty

Driving value in digital marketing: Navigating from applied machine learning to applied artificial intelligence pp. 109-122

Vidya Subramanian

Agentic artificial intelligence in the enterprise pp. 123-135

Ian Thomas

The business impact of campaign setup: Reducing media spend through frequency capping optimisation pp. 136-142

Maja Kaczkowska, Michał Mirończuk and Koen Pauwels

From prediction to proactive retention: AI-enabled dynamic and individualised customer churn management pp. 143-151

Ken Ip

Artificial intelligence driven sales-force optimisation: Enhancing productivity, forecasting and customer engagement pp. 152-164

Sandeep Puri and Shweta Pandey

Weighted TURF analysis for product line optimisation as a maximum coverage problem with a customisable definition of reach: Methodology and open source implementation pp. 165-174

Evgeny A. Antipov and Elena B. Pokryshevskaya

Using ensemble classification algorithms to predict airline customer satisfaction pp. 175-190

Dung Hai Dinh and Son Nguyen Lap Le

Volume 11, issue 1, 2025

The artificial intelligence revolution needs a data foundation: Bridging the SME gap pp. 4-5

Martin Broadhurst

What the next generation of marketers needs to learn about artificial intelligence pp. 6-11

Jonathan Copulsky and Vijay Viswanathan

Unlocking high-value users with machine learning: Enhancing personalisation and return on marketing investment with iBQML pp. 12-22

Brianna Mersey

Long-term advertising effects: The Adstock illusion pp. 23-42

P.M. Cain

Comparing analytical methods of allocating media influence pp. 43-60

Martin P. Block

Efficient experimentation: A review of four methods to reduce the costs of A/B testing pp. 61-71

Malte Bleeker and Philipp Kaufmann

Marketing in the age of hyper-personalisation: Lessons from analytics-driven brand success pp. 72-86

Avtar Singh and Amit Kakkar

Branding through analytics: Unpacking the power of user-generated content in online retail pp. 87-99

Sandeep Puri, Arnab Kr. Ray, Bernadette G. Bernabe and Jaideep A. Pradhan

Volume 10, issue 4, 2025

In support of equivalent experience for analytics leadership pp. 300-302

Chris Hogan

From test to scale: Leveraging generative AI for the five ‘C’s of digital marketing pp. 303-317

Kelly Cutler

How data-driven personalisation allows marketers to meet customers’ ever-increasing expectations for relevance pp. 318-323

Zontee Hou

The effect of landing page design and structure on conversion rates pp. 324-335

Marcin Hylewski, Artur Pluskota and Błażej Abel

Using conjoint analysis across the marketing value chain pp. 336-347

Marco Vriens and Felix Eggers

Enhancing market research with a GPT-based API wrapper: A leap towards advanced data analysis pp. 348-373

Michael Dupin and M. Furkan Oruç

Redefining business with artificial intelligence: Strategies for innovating consumer experience pp. 374-389

Sari Yehuda Nassar

Data governance in the age of artificial intelligence: Challenges, best practices and regulatory compliance pp. 390-403

Animesh Kumar Sharma and Rahul Sharma

Volume 10, issue 3, 2024

Customer data in marketing analytics: A special issue pp. 192-193

Oliver Schiffers

A brief history and the future of customer data pp. 194-204

Jim Sterne and Thomas H. Davenport

Augmenting customer lifetime value with omnichannel engagement pp. 205-215

Carolyn Tang Kmet and Jonathan Copulsky

How does the customer experience benefit from better customer data? pp. 216-226

Tarik Kilinc

The four Cs of B2B targeting: Using company, customer, channel and contextual data to shrink the audience bullseye pp. 227-244

Stephen Diorio and Rich Howarth

Deriving consumer insights with segmentation for identity and consent pp. 245-254

Pamela Castricone and Lucas Long

Optimising lead qualification through machine learning: A customer data-driven approach pp. 255-270

Helen Josephine V L, Vasudevan Moorthy, Chandana Sai and Bindhia Joji

Powerful tools for personalisation: Using large language model-based agents, knowledge graphs and customer signals to connect with users pp. 271-288

Seth Earley and Sanjay Mehta

How to retain website traffic in a generative AI world pp. 289-297

Laura Patterson and Jacqueline Sinex

Volume 10, issue 2, 2024

What customer experience professionals should be doing as the battle lines between capitalism and individual rights continue to take shape pp. 100-102

Paul Lima

Embracing cookieless advertising with AI pp. 103-115

Ian Thomas

How consumer perceptions drive online ratings pp. 116-121

Bradley Taylor

Using patient lifetime value to future-proof your dental practice pp. 122-133

Rosie Pritchett, Michail Tomaras, Andrea Ahlemeyer-Stubbe and Shirley Coleman

The three critical thinking skills marketers need to excel at for impactful data storytelling pp. 134-141

Caroline Florence

Overcoming analysis paralysis in bulk: Efficient methods for extensive key driver analyses pp. 142-157

Michael Dupin and Sophia Tannir

Machine learning and AI in marketing analytics: Leveraging the survey data to find customers pp. 158-175

David Fogarty and Xinlei Cui

Crossed signals: The negative effects of manufacturer warranty length on brand share in an independent retail channel pp. 176-186

Robert J. Fisher, Yu Ma and Barry Scholnick

Volume 10, issue 1, 2024

Simpler is better pp. 4-5

Denis Malin

The evolution of digital marketing in the era of AI pp. 6-17

Kelly Cutler

Customising generative AI: Harnessing document retrieval and fine-tuning alternatives for dynamic marketing insights pp. 18-31

Dakota Crisp, Jacob Newsted, Brendon Kirouac, Danielle Barnes, Catherine Hayes and Jonathan Prantner

Improving voice of the customer analysis with generative AI pp. 32-41

Jim Sterne and Thomas H. Davenport

The recipe for success in creating frictionless customer journeys pp. 42-50

Stephanie Burton

The power of clarity: Understanding how the effective use of data storytelling can improve the decision-making process pp. 51-61

Giovanna Fischer

Strategies to mitigate hallucinations in large language models pp. 62-67

Ranjeeta Bhattacharya

Predicting maintenance costs of an IT system using artificial intelligence models pp. 68-76

Nathan Bosch, Emmanuel Okafor, Marco Vriens and Lambert Schomaker

Navigating compliance and regulations in marketing analytics: Upholding ethical standards and consumer trust pp. 77-92

Animesh Kumar Sharma and Rahul Sharma

`Search Marketing: A Strategic Approach to SEO and SEM` by Kelly Cutler pp. 93-94

Shashi Bellamkonda