Applied Marketing Analytics: The Peer-Reviewed Journal

2014 - 2025

From Henry Stewart Publications
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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

Volume 7, issue 4, 2022

What problem are you trying to solve? pp. 304-305

Denis Malin

Revenue operations: A systems approach for turning analytics into growth pp. 306-317

Stephen Diorio, Chris Hummel and Bruce Rogers

How much does digital advertising accelerate new product success? pp. 318-328

Giacomo Bertozzi, Saeed R. Bagheri, Brett Graham, Peter Knowles, Oded Netzer and Koen Pauwels

Recommendations and personalisation: Three strategies for activating customer behaviour analytics insights pp. 329-336

Seth Earley

From captive to captivating: The new customer journey model for companies pp. 337-344

Sophia Tannir, Michael Dupin, Manila Austin, Christina Stahlkopf and Raghu Iyengar

Customer-centric framework: The missing link between data and business value pp. 345-354

Jenna Martinez

Customer insights that matter pp. 355-361

Debbie Macinnis

Why domain knowledge is essential for data scientists in marketing pp. 362-373

Andrea Ahlemeyer-Stubbe and Agnes Müller

Assessing the statistical significance of repeated A/B tests with meta-analysis pp. 374-385

David Harman

Analysing perceptions towards electric cars using text mining and sentiment analysis: A case study of the newly introduced TOGG in Turkey pp. 386-399

Dilek Penpece Demirer and Ahmet Büyükeke

Volume 7, issue 3, 2022

Drawing from data to paint bigger pictures pp. 200-201

James Wycherley

Effective first-party data collection in a privacy-first world pp. 202-210

Lucas Long

Thriving in the age of privacy regulation: A first-party data strategy pp. 211-220

Lawrence Latvala, Jeff Horn and Bill Bruno

High-impact testing that inspires action pp. 221-236

Valerie Kroll and Julie Shallman Hoyer

Relevant, impactful and trusted data analysis: A framework for driving the efficient adoption of results pp. 237-245

Mike Johnson and James Cousins

Benefits, challenges and future developments in digital analytics in German-speaking countries: An empirical analysis pp. 246-259

Darius Zumstein, Claudia Brauer and Andrea Zelic

The effect of brand image, price, service, product quality and promotion on consumer buying decisions for car purchases: A case study of Bosowa Berlian Motor Inc. in Makassar pp. 260-275

Muhammad Yusuf, Miah Said, Nurhilalia, and Yulia Yunita Yusuf

Understanding the consumer: A comparison of buying behaviour among consumers of Hindustan Unilever and Patanjali products pp. 276-287

Anshul Dubey

A machine-learning approach for classifying Indian internet shoppers pp. 288-298

Ritanjali Majhi and Renu Prasad Sugasi

Volume 7, issue 2, 2021

Approaches for a thriving marketing analytics function: Now and in the future pp. 100-103

Dan Mooney

The social responsibility of data visualisation in a time of pandemic pp. 104-107

Dona Wong

The care and feeding of digital analysts pp. 108-114

Jim Sterne

The four big forces conspiring to ruin one’s analytics pp. 115-121

Jeff Greenhouse

Moving towards inferential attribution modelling in a world without third-party cookies pp. 122-130

Roger Kamena

Assessing privacy protected cohort-based market segmentation pp. 131-143

Martin P. Block

Optimising marketing strategies by customer segments and lifetime values, with A/B testing pp. 144-153

Paromita Guha, Christina Echagarruga and Eva Qi Tian

Measuring the value of artificial intelligence in improving search and chatbot outcomes pp. 154-160

Jeff Larche and Josip Lazarevski

Whither in-store analytics: How in-store behavioural analytics has changed and where it is heading pp. 161-168

Gary Angel

Emanating confluence: The symbiotic relationship between artificial intelligence and data pp. 169-195

Ted W. Gross

Volume 7, issue 1, 2021

Editorial: Shedding the pounds by quitting the cookies pp. 4-5

Brendan J. Keegan

Planning for a cookie-less future: How browser and mobile privacy changes will impact marketing, targeting and analytics pp. 6-16

Ian Thomas

Ethics and data governance in marketing analytics and artificial intelligence pp. 17-22

Haniyeh Mahmoudian

Analytics redefined: How privacy is reshaping the industry pp. 23-31

Cory Underwood

Ethical and efficient consent management pp. 32-38

Doug Hall

The impact of evolving digital behaviours on the diffusion of marketing technology pp. 39-46

Andy Betts

How analytics is used in forecasting pp. 47-57

Barry Keating

Data and decisioning: It takes two to tango in customer experience pp. 58-64

Lisa Loftis

From marketing to neuromarketing: Ethical considerations pp. 65-72

Caterina Garofalo and Francesco Gallucci

Screening for self-directedness: A method for recruiting savvy analysts in a dynamic business environment pp. 73-83

Jennifer L. Dapko and Gregory J. Snyder

The importance of local culture in the marketing mix during low season in Bali pp. 84-92

Nyoman Gde Dewa Rucika, I. Wayan Ardika, A.A.P. Agung Suryawan Wiranatha and Made Budiarsa