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Applied Marketing Analytics: The Peer-Reviewed Journal

2014 - 2023

From Henry Stewart Publications
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Volume 9, issue 2, 2023

Editorial pp. 108-109 Downloads
Martin Squires
To ChatGPT or not to ChatGPT: A note to marketing executives pp. 110-116 Downloads
Jacques Bughin
A new model for optimal advertising impression allocation across consumer segments pp. 117-133 Downloads
Joel Rubinson, Neil B. Morley, Vassilis Bakapoulos and Marc Vermut
Automated cluster generation and labelling of peer groups for marketing reporting pp. 134-144 Downloads
Dakota Crisp, Jonathan Prantner, Grant Miller, Jack Claucherty, Tom Thomas and Danielle Barnes
Generative AI: A master or servant of market research analysis? pp. 145-152 Downloads
Andy Buckley
Using customer feedback to prioritise remediation return on investment and improve customer experience pp. 153-161 Downloads
Manya Mayes
Considerations in artificial intelligence-based marketing: An ethical perspective pp. 162-172 Downloads
Animesh Kumar Sharma and Rahul Sharma
Data-driven attribute selection for hardware technology products: A multi-criteria framework pp. 173-181 Downloads
Evgeny A. Antipov and Elena B. Pokryshevskaya
Web3 and marketing: The new frontier pp. 182-194 Downloads
Brandon Chicotsky

Volume 9, issue 1, 2023

Applied marketing analytics: Vital to resolving challenges pp. 4-7 Downloads
Leslie Ament
ChatGPT and search engine optimisation: The future is here pp. 8-22 Downloads
Kelly Cutler
Data democratisation requires literacy and fluency for proficiency pp. 23-29 Downloads
Jim Sterne
Qualifying control data with propensity score matching pp. 30-38 Downloads
Dakota Crisp, Matt Kristo, Courtney Everest, Jenna King, Emily Brehmer, Danielle Barnes and Jonathan Prantner
What is the right set of technologies and techniques to effectively analyse marketing effectiveness? pp. 39-44 Downloads
Pranav Patil
Which key performance indicators should be used to establish a lead scoring strategy for customer relationship management? pp. 45-53 Downloads
Sergio Suárez and Ana Reyes-Menendez
Using MASEM to explore the psychological mechanisms linking salespeople's job satisfaction and performance pp. 54-72 Downloads
Chien-Chung Chen, Hong Chen and Yan Liu
Lengthen your attribution window: Which digital ads have most long-term impact? pp. 73-83 Downloads
Vivian Qin
Gen Z versus Millennials, purchase intentions: A comparative study based on social media marketing strategies in India pp. 84-100 Downloads
M. Thirumagal Vijaya, S. M. Yamuna and B. Chitra

Volume 8, issue 4, 2023

Editorial pp. 336-336 Downloads
Barry Keating
What's the story with marketers and data storytelling? An educator's perspective pp. 337-344 Downloads
Jonathan Copulsky
Upper funnel ad effectiveness and seasonality in consumer durable goods pp. 345-352 Downloads
Vivian Qin and Koen Pauwels
How brand mentions in television advertising affect consumer attention, recall and evaluation pp. 353-366 Downloads
Mark Vroegrijk
A regional comparison of the skills sought by employers for entry-level data scientists, data analytics, business analytics, marketing analytics and digital analytics professionals pp. 367-388 Downloads
Angela D'Auria Stanton and Wilbur W. Stanton
Modelling the influence of teenagers' shopping motivation on their intention to purchase sports merchandise: A perspective from an emerging economy pp. 389-403 Downloads
Sahil Gupta, Komal Kapoor, Geeti Sharma and Nishtha Malik
Customer loyalty in the insurance industry: From traditional to analytical marketing — a bibliometric analysis pp. 404-422 Downloads
Manuel Leiria, Nelson Dematos and Efigénio Rebelo
Exploring the factors of social media communication and their impact on online corporate brand image pp. 423-439 Downloads
Talvinder Kaur and Sarbjit Singh Bedi

Volume 8, issue 3, 2023

Special Issue: Innovative Methods to Measure Digital Marketing Analytics: Part 2 pp. 228-229 Downloads
Ana Reyes-Menéndez, Nuria Ruiz-Lacaci and Pedro Palos-Sánchez
Marketing performance measurement: A model of organisational and behavioural factors pp. 230-238 Downloads
António Pimenta Da Gama
How eye tracking can predict consumer behaviour preferences on mobile devices pp. 239-254 Downloads
Ana Reyes-Menéndez, Pavel Žiaran, Rebeca Antolín-Prieto and Nuria Ruiz-Lacaci
The voice era: Future acceptance of digital voice assistants and how they will transform consumers' online purchasing behaviour pp. 255-270 Downloads
Niko Muñoz and Bianca A. Kremer
Knowing the levers to pull to measure and optimise digital marketing performance pp. 271-282 Downloads
Emma Lo Russo
A regional comparison of the skills sought by employers for entry-level marketing analytics professionals pp. 283-301 Downloads
Angela D’Auria Stanton and Wilbur W. Stanton
Integrating datasets: Segmenting the fashion market using risk aversion pp. 302-313 Downloads
Martin Paul Block
Data-driven influencer marketing strategy analysis and prediction based on social media and Google Analytics data pp. 314-328 Downloads
Kristo Radion Purba and Yee Jia Tan
Marketing Metrics pp. 329-330 Downloads
Stewart Robbins

Volume 8, issue 2, 2022

Special Issue: Innovative methods to measure digital marketing analytics: Part 1 pp. 108-110 Downloads
Ana Reyes-Menendez, Nuria Ruiz-Lacaci and Pedro Palos-Sanchez
How marketers can use the power of an AI/ML model to identify and predict customers pp. 111-121 Downloads
Shash Bellamkonda
How businesses of any size can use AI in a digital marketing strategy pp. 122-132 Downloads
Martin Broadhurst
Web3 and the future of marketing pp. 133-141 Downloads
Kelly Cutler
C-3DP: A cross-cluster analysis model to identify latent categorical customer attributes pp. 142-159 Downloads
Roger Kamena
Attribution done right: How to prove the real value of marketing pp. 160-166 Downloads
Moni Oloyede
Net searcher sentiment: A web-search based replacement for net promoter score pp. 167-174 Downloads
Isaac Gerber
Empirical measurement of marketing analytics orientation: Quantifying the factors that create highly analytical marketing practices pp. 175-191 Downloads
Anthony F. Branda, Mark Weber and Eduardo Lucio
The impact of digital marketing on the performance of firms in Tunisia pp. 192-205 Downloads
Bechir Fridhi
An explorative study of salient usability attributes affecting m-commerce consumer behaviour in a Nordic context pp. 206-222 Downloads
Lasse Baungård Løber and Simon Svendsen
Special Issue: Innovative Methods to Measure Digital Marketing Analytics: Part 2 pp. 228-229 Downloads
Ana Reyes-Menéndez, Nuria Ruiz-Lacaci and Pedro Palos-Sánchez

Volume 8, issue 1, 2022

Towards a theory of analytics and guidelines for practitioners pp. 4-5 Downloads
Marco Vriens
Unlocking the full potential of social listening platforms through prescriptive-based intelligence pp. 6-15 Downloads
Mike Mcguirk
Customer lifetime value: How to find the right calculation and prediction approach pp. 16-25 Downloads
Shirley Coleman, Daniel Walker, Mohammed Rahman-Chowdhury and Andrea Ahlemeyer-Stubbe
The three stages of workforce optimisation: Moving beyond the industry standard pp. 26-36 Downloads
Dakota Crisp, Jess Brown, Jack Claucherty, Davis Busteed, Anna Schultz and Jonathan Prantner
The intuition behind machine learning in marketing: Linear TV attribution pp. 37-42 Downloads
Mario Vinasco
Should you change your ad messaging or execution? It depends on brand age pp. 43-54 Downloads
Koen Pauwels, Bharat Sud, Robert Fisher and Kersi Antia
The culture and leadership style combination that cultivates a best-in-class marketing organisation pp. 55-78 Downloads
Laura Patterson, Rita Egeland and Kathleen Wong
Why multi-disciplinary, cross-silo teams are best at analysing and actioning data collected along the customer journey pp. 79-88 Downloads
Victoria Jenner, Sefer Soylemez, Sasha Dzhuras-Dotta and Ralitsa Tsoneva
How to choose the right influencer for a marketing strategy pp. 89-104 Downloads
Aslı Diyadin Lenger
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