Applied Marketing Analytics: The Peer-Reviewed Journal

2014 - 2025

From Henry Stewart Publications
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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

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