Applied Marketing Analytics: The Peer-Reviewed Journal

2014 - 2025

From Henry Stewart Publications
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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

Volume 9, issue 4, 2024

Editorial pp. 300-302

Michael Wexler

Unlocking SEO testing insights: Leveraging quasi-experimental designs for effective experiments pp. 303-310

António Fernandes

The future of personalisation: What new technologies are learning about customers pp. 311-319

Carolyn Tang Kmet and Jonathan Copulsky

In search of customer delight: Integrating customer satisfaction and NPS metrics pp. 320-329

Art Weinstein

ChatBot preference and personality pp. 330-342

Martin P. Block

How is your loyalty programme going? A framework for a loyalty programme performance indication system pp. 343-356

Hyung Su Kim, Dae Yun Park and Su Hyun Kim

Demystifying metaverse data from user-technology interaction pp. 357-374

Reshmi Manna, Ankit Singh and Monica Apte

Eco-friendly FMCG products and premiumisation purchasing habits pp. 375-386

Armand Faganel and Maurizio Dessardo

Volume 9, issue 3, 2023

Editorial pp. 205-206

Jim Sterne

The rise of AI copilots: How LLMs turn data into actions, advance the business intelligence industry and make data accessible company-wide pp. 207-214

Jeff Coyle and Stephen Jeske

What executives need to know about knowledge management, large language models and generative AI pp. 215-229

Seth Earley

Extracting actionable insights from web analytics and advocating for data-driven change pp. 230-235

Brandie Green

Can data save small businesses? Benefits and challenges of data analytics adoption among small-sized retailers pp. 236-248

Naeun (Lauren) Kim, Terry Haekyung Kim and Jinsu Park

Use cases of large language models in marketing analytics pp. 249-269

Katherine Robbert, Christopher Penn and John Wall

Using generative AI to turbocharge digital marketing pp. 270-280

Ian Thomas

Customer journey optimisation using large language models: Best practices and pitfalls in generative AI pp. 281-292

Vaikunth Thukral, Lawrence Latvala, Mark Swenson and Jeff Horn

Volume 9, issue 2, 2023

Editorial pp. 108-109

Martin Squires

To ChatGPT or not to ChatGPT: A note to marketing executives pp. 110-116

Jacques Bughin

A new model for optimal advertising impression allocation across consumer segments pp. 117-133

Joel Rubinson, Neil B. Morley, Vassilis Bakapoulos and Marc Vermut

Automated cluster generation and labelling of peer groups for marketing reporting pp. 134-144

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

Andy Buckley

Using customer feedback to prioritise remediation return on investment and improve customer experience pp. 153-161

Manya Mayes

Considerations in artificial intelligence-based marketing: An ethical perspective pp. 162-172

Animesh Kumar Sharma and Rahul Sharma

Data-driven attribute selection for hardware technology products: A multi-criteria framework pp. 173-181

Evgeny A. Antipov and Elena B. Pokryshevskaya

Web3 and marketing: The new frontier pp. 182-194

Brandon Chicotsky

Volume 9, issue 1, 2023

Applied marketing analytics: Vital to resolving challenges pp. 4-7

Leslie Ament

ChatGPT and search engine optimisation: The future is here pp. 8-22

Kelly Cutler

Data democratisation requires literacy and fluency for proficiency pp. 23-29

Jim Sterne

Qualifying control data with propensity score matching pp. 30-38

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

Pranav Patil

Which key performance indicators should be used to establish a lead scoring strategy for customer relationship management? pp. 45-53

Sergio Suárez and Ana Reyes-Menendez

Using MASEM to explore the psychological mechanisms linking salespeople's job satisfaction and performance pp. 54-72

Chien-Chung Chen, Hong Chen and Yan Liu

Lengthen your attribution window: Which digital ads have most long-term impact? pp. 73-83

Vivian Qin

Gen Z versus Millennials, purchase intentions: A comparative study based on social media marketing strategies in India pp. 84-100

M. Thirumagal Vijaya, S. M. Yamuna and B. Chitra