Applied Marketing Analytics: The Peer-Reviewed Journal

2014 - 2025

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Volume 6, issue 4, 2021

The process of winning with analytics: The emerging need for agility pp. 296-297

Gordon Farquharson

Data governance: The path to a data-driven culture pp. 298-308

Stephanie Burton

Transforming insight in 2021 pp. 309-315

James Wycherley

Fixing the brand radar: Brand trackers should be used for management not market research pp. 316-323

Niels Schillewaert

Capacity planning in marketing pp. 324-343

Andrew Pearson

The importance of domain knowledge for successful and robust predictive modelling pp. 344-352

Andrea Ahlemeyer-Stubbe and Agnes Müller

Compiling user experience metrics via quantitative and qualitative methods pp. 353-358

Patrick C. Leary

In a data-rich world, which metrics should digital marketers focus on? pp. 359-365

Simon Kingsnorth

Data protection and privacy in Canada: A balanced approach pp. 366-376

Derek A. Lackey

Designing efficient assortments: A branch-and-bound method to optimise volume and satisfaction pp. 377-386

Alessandro Martins Alves, Marco Vriens and Thiago Graça Ramos

Volume 6, issue 3, 2021

Editorial: The process of winning with analytics: Provide clarity and confidence pp. 188-189

Daniel Mooney

Using the customer journey to optimise the marketing technology stack pp. 190-210

Seth Earley

Pricing and proposition testing in subscription economies pp. 211-220

Natasha Fosker and Benny Cheung

Creating a ‘customer centricity graph’ from unstructured customer feedback pp. 221-229

Elisabeth Lebmeier, Naiwen Hou, Korbinian Spann and Matthias Aßenmacher

Thesis and antithesis — Innovation and predictive analytics: Σ (Past + Present) Data ≠ Future Success pp. 230-243

Ted William Gross

Design of experiments has not been used more widely by marketing despite its proven track record pp. 244-256

Jonathan Frey and Harold S. Haller

Why consumers fail to put their money where their mouth is: A study of organic coffee pp. 257-268

Richard Friberg and Mark Sanctuary

The benefits of Shapley-value in key-driver analysis pp. 269-278

Marco Vriens, Chad Vidden and Nathan Bosch

Online hotel reviews: Factors influencing how customers perceive their credibility and the likelihood of customer adoption pp. 279-289

Talal Abuhulaibah, Shiang-Lih Chen Mccain and Jeffrey C. Lolli

Volume 6, issue 2, 2020

Analytics with a conscience: Values-based decision making within marketing analytics pp. 100-101

Ted Kwartler

Hiring strategies beyond the pandemic: Attracting the best marketing analytics and business intelligence talent pp. 102-110

Kate D’Alessandro and Steve Perlman

Response latency measures in questionnaires: A brief overview pp. 111-118

Darren Bridger

A detective’s story: How tiny clues can reveal great opportunities pp. 119-125

Iulia Cornigeanu

Customer relationship management with WeChat: How to apply analytics principles to social media in China pp. 126-135

Arnold Ma

Will they stay or will they go? Predicting customer churn in the energy sector pp. 136-150

Michela Vezzoli, Cristina Zogmaister and Dirk Van den Poel

An insight into customers’ product return intentions pp. 151-168

Devdeep Maity

The influence of social media communities on brand loyalty: Case study of Morocco’s telephone operating companies pp. 169-178

Kerkri Abdelmounaim

Volume 6, issue 1, 2020

Marketing science and epidemiology pp. 4-5

Dominique M. Hanssens

Using event-based models for cross-device insights into the user journey pp. 6-12

Mai Alowaish

Case study: In-store display and visual merchandising analytics pp. 13-21

Gary Angel

Sentiment analysis and emotion recognition: Evolving the paradigm of communication within data classification pp. 22-36

Ted William Gross

Facebook and Pandora’s box: How using Big Data and Artificial Intelligence in advertising resulted in housing discrimination pp. 37-45

Sarah Khatry

Building analytics teams for success pp. 46-56

Radhika V. Kulkarni

Four pivotal capabilities for marketers to support the growth mandate pp. 57-64

Laura Patterson

Adapting the enterprise data lake architecture for marketing analytics pp. 65-72

Roger Kamena

Interrelated factors driving the purchase of over-the-top television subscription services: A study using exploratory factor analysis and the decision-making trial and evaluation laboratory method pp. 73-84

Chand P. Saini and Neha Gupta

`The AI-Powered Enterprise: Harness the Power of Ontologies to Make Your Business Smarter, Faster and More Profitable` by Seth Earley pp. 85-86

Denis Malin

`Fast Track Your Business: A Customer-Centric Approach to Accelerate Market Growth` by Laura Patterson pp. 87-90

Seth Earley

Volume 5, issue 4, 2020

The more things change the more they remain the same pp. 292-293

Denis Malin

Using behavioural science to reduce opportunistic insurance fraud pp. 294-303

Tim Mitchell and Benny Cheung

Leveraging machine learning to deepen customer insight pp. 304-311

Zain Abbas, Roland Merbis and Artur Motruk

Why human involvement is still required to move text analytics technologies leveraged with artificial intelligence from the trough of disillusionment to the plateau of productivity pp. 312-323

Paul Howarth

Martech leadership: The symbiotic development of technology and talent pp. 324-332

Andy Betts

Using segmentation to improve strategy and predictive modelling pp. 333-339

Mike Grigsby

Ensuring consistency in the ever dynamic analytics landscape pp. 340-346

Simon Kingsnorth

How graphs help marketers get super slick on user data pp. 347-353

Emil Eifrem

Using loyalty card records and machine learning to understand how self-medication purchasing behaviours vary seasonally in England, 2012–2014 pp. 354-370

Alec Davies, Mark A. Green, Dean Riddlesden and Alex D. Singleton

Personal values and the purchase of mass media entertainment services in rural India pp. 371-386

Lovekesh Sarda and Jagwinder Singh

Volume 5, issue 3, 2020

Applying artificial intelligence to marketing decision-making pp. 196-197

Edward M. Mazze

Optimising the impact of promotional activity pp. 198-209

Colin Bunn

Getting ready for the California Consumer Privacy Act: Building on General Data Protection Regulation preparedness pp. 210-222

Ian Thomas

Using the FUSEDIT Framework to combine lead and sales data for a customer relationship management integration project pp. 223-232

Ann Stanley and Ed Truman

How to leverage internet of things data to generate benefits for sales and marketing pp. 233-242

Andrea Ahlemeyer-Stubbe

Segmenting consumers based on willingness to share data for marketing purposes pp. 243-255

Martin P. Block and Don E. Schultz

Complaining with emojis: Some conceptual and analytical aspects pp. 256-265

Salim Moussa

Adaptive methods for creating consumer lifestyle models pp. 266-281

Alexander P. Karasev

`Predictive Analytics for Marketers: Using Data Mining for Business Advantage` by Barry Leventhal pp. 282-283

Martin Squires

Volume 5, issue 2, 2019

The marketing mix paradox: More audience information may not equal better marketing mix measurement pp. 104-105

Raf Alcaraz

Out-of-home and top of mind: Moving beyond panels in out-of-home marketing pp. 106-120

Isaline Duminil and François-Xavier Pierrel

The anatomy of successful digital transformation: The role of analytics pp. 121-128

Jacques Bughin, Barbara O’Beirne and Jonathan Deakin

The Linux Compete strategy: An analytics case study pp. 129-136

Marco Vriens and Chad Vidden

The customer journey: How customer touch points interact to drive increased loyalty, satisfaction and revenue pp. 137-145

Mike Grigsby

High-profile data breaches: Designing the right data protection architecture based on the law, ethics and trust pp. 146-158

Laura E. Ribeiro

Using weak supervision to scale the development of machine-learning models for social media-based marketing research pp. 159-169

Jennifer Cutler and Aron Culotta

Closing the skills gap: Finding skilled analytics professionals for a dynamically changing data-driven environment pp. 170-184

Angela D’Auria Stanton and Wilbur W. Stanton

`From Data to Decision: A Handbook for the Modern Business Analyst` by Marco Vriens, Song Chen and Chad Vidden pp. 185-187

Seth Earley

Volume 5, issue 1, 2019

What do we mean by marketing analytics? pp. 4-5

Unknown

Becoming a master: Best practices in attribution reporting pp. 6-14

Stephanie Burton and Andy Powers

Issues with shopper tracking and data quality: From solving multi-floor issues to driving better positional accuracy pp. 15-37

Gary Angel

Data collection for integrated customer data management: Concerns, considerations and best practices pp. 38-44

Chitra Iyer

Multi-touch attribution: A case study in automotive media optimisation pp. 45-53

Jonathan Prantner

Investment management: Competing in a data-driven world pp. 54-59

Laura E. Ribeiro

Getting an edge on data insights and breakthrough innovation pp. 60-64

Joseph Bradley

Transforming the enterprise with applied artificial intelligence pp. 65-68

Santhosh Subramani

Mining online comments to understand customer satisfaction with hotel technologies: A comparison of hotels in Beijing and Washington, DC pp. 69-82

Minyi Zheng, Shiang-Lih Chen Mccain, Jeffrey C. Lolli and Ping-Ho Ting

Predicting consumer personality traits in the sharing economy: The case of Airbnb pp. 83-96

Murat Acar and Aysegul Toker