Applied Marketing Analytics: The Peer-Reviewed Journal

2014 - 2025

From Henry Stewart Publications
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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

Volume 8, issue 4, 2023

Editorial pp. 336-336

Barry Keating

What's the story with marketers and data storytelling? An educator's perspective pp. 337-344

Jonathan Copulsky

Upper funnel ad effectiveness and seasonality in consumer durable goods pp. 345-352

Vivian Qin and Koen Pauwels

How brand mentions in television advertising affect consumer attention, recall and evaluation pp. 353-366

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

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

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

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

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

Ana Reyes-Menéndez, Nuria Ruiz-Lacaci and Pedro Palos-Sánchez

Marketing performance measurement: A model of organisational and behavioural factors pp. 230-238

António Pimenta Da Gama

How eye tracking can predict consumer behaviour preferences on mobile devices pp. 239-254

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

Niko Muñoz and Bianca A. Kremer

Knowing the levers to pull to measure and optimise digital marketing performance pp. 271-282

Emma Lo Russo

A regional comparison of the skills sought by employers for entry-level marketing analytics professionals pp. 283-301

Angela D’Auria Stanton and Wilbur W. Stanton

Integrating datasets: Segmenting the fashion market using risk aversion pp. 302-313

Martin Paul Block

Data-driven influencer marketing strategy analysis and prediction based on social media and Google Analytics data pp. 314-328

Kristo Radion Purba and Yee Jia Tan

`Marketing Metrics` by Christina Inge pp. 329-330

Stewart Robbins

Volume 8, issue 2, 2022

Special Issue: Innovative methods to measure digital marketing analytics: Part 1 pp. 108-110

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

Shash Bellamkonda

How businesses of any size can use AI in a digital marketing strategy pp. 122-132

Martin Broadhurst

Web3 and the future of marketing pp. 133-141

Kelly Cutler

C-3DP: A cross-cluster analysis model to identify latent categorical customer attributes pp. 142-159

Roger Kamena

Attribution done right: How to prove the real value of marketing pp. 160-166

Moni Oloyede

Net searcher sentiment: A web-search based replacement for net promoter score pp. 167-174

Isaac Gerber

Empirical measurement of marketing analytics orientation: Quantifying the factors that create highly analytical marketing practices pp. 175-191

Anthony F. Branda, Mark Weber and Eduardo Lucio

The impact of digital marketing on the performance of firms in Tunisia pp. 192-205

Bechir Fridhi

An explorative study of salient usability attributes affecting m-commerce consumer behaviour in a Nordic context pp. 206-222

Lasse Baungård Løber and Simon Svendsen

Volume 8, issue 1, 2022

Towards a theory of analytics and guidelines for practitioners pp. 4-5

Marco Vriens

Unlocking the full potential of social listening platforms through prescriptive-based intelligence pp. 6-15

Mike Mcguirk

Customer lifetime value: How to find the right calculation and prediction approach pp. 16-25

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

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

Mario Vinasco

Should you change your ad messaging or execution? It depends on brand age pp. 43-54

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

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

Victoria Jenner, Sefer Soylemez, Sasha Dzhuras-Dotta and Ralitsa Tsoneva

How to choose the right influencer for a marketing strategy pp. 89-104

Aslı Diyadin Lenger