Applied Marketing Analytics: The Peer-Reviewed Journal

2014 - 2025

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Volume 4, issue 4, 2019

Over the horizon: Marketing to personal agents pp. 280-281

Jim Sterne

Less is more: An investigation into how different levels of localisation in out-of-home creative drive sales pp. 282-289

Rory Steele and Jennie Roper

Communication and collaboration between chief data officers and chief marketing officers pp. 290-299

Seth Earley

Using marketing analytics for improved health engagement and outcomes pp. 300-310

David Fogarty, Lin Jing and Peter Harrison

Do conversational platforms represent the next big digital marketing opportunity? pp. 311-316

Jonathan Copulsky

The executable data strategy: A guide to using data with purpose pp. 317-329

John Lovett

Analytics: Turning data into management gold pp. 330-341

Alon Even

Applying a delta opportunity index to paid media budget planning pp. 342-354

Roger Kamena and Jean-François Renaud

The current state of data protection and privacy compliance in Canada and the USA pp. 355-359

Derek Lackey and Neil Beaton

Volume 4, issue 3, 2019

Editorial pp. 192-193

Caroline Van Den Bos

The impact of the General Data Protection Regulation on digital marketing and analytics pp. 194-205

Ian Thomas

Customer-centric experiences through data pp. 206-213

Chris Slovak

Marketing analytics in the age of machine learning pp. 214-221

David Booth

How to ensure analytics and martech are relevant to the business pp. 222-228

Laura Patterson

The coming democratisation of emotions analytics pp. 229-237

Dan Somers

A foundation for building a data-driven culture pp. 238-252

Shu Wang and Ulrike Krisch

Improving measurement with Big Data: Variety-seeking and survival pp. 253-263

Mihaela Alina Nastasoiu, Neil Bendle and Mark Vandenbosch

`The AI Advantage: How to Put the Artificial Intelligence Revolution to Work` by Tom Davenport pp. 264-267

Seth Earley

Volume 4, issue 2, 2018

Editorial pp. 100-101

Unknown

Using matched market lift to measure the true value of offline and online advertising pp. 102-107

Dominic Williamson and Jonathan Arfa

Serving the customer better by understanding their top tasks pp. 108-116

Gerry Mcgovern

From knowing to doing: A framework to discover, engage with and motivate the person behind the data pp. 117-125

Pascal Lauscher

Digital audience management: Building and managing a robust data management platform for multi-channel targeting and personalisation throughout the customer journey pp. 126-135

Vaibhav Gardé

The other 180°: Filling in the other half of the 360° customer view pp. 136-148

Gary Angel

A/B testing: The importance of significance and test duration pp. 149-156

Sabine Langmann

How page speed impacts the bottom line pp. 157-169

Roopa N. Carpenter

A two-step recommendation to improve stability in free-choice brand-attribute associations: A research agenda pp. 170-177

Devdeep Maity

`Forecasting and Predictive Analytics: With ForecastX™ (7th edn)` by Barry Keating, J. Holton Wilson and John Galt Solutions, Inc pp. 178-179

Jonathan Copulsky

`Handbook of Marketing Analytics` by Natalie Mizik and Dominique M. Hanssens pp. 180-181

Caroline van den Bos

Volume 4, issue 1, 2018

Editorial pp. 4-5

Unknown

Conversational marketing: Creating compelling customer connections pp. 6-21

Nicholas Sotolongo and Jonathan Copulsky

Applications of survival analysis to customer management pp. 22-31

Barry Leventhal

From commercial silos to commercial integration pp. 32-36

Rafael Alcaraz

How to drive change via dashboards: An approach to measure the impact of global campaigns for a business-to-business company pp. 37-45

Korbinian Spann

How organisations can establish marketing analytics as the common business language to drive continuous improvement pp. 46-52

Tom Grubb

Topic modelling for open-ended survey responses pp. 53-62

Song Chen, Chad Vidden, Nicole Nelson and Marco Vriens

From analytics to conversion rate optimisation pp. 63-78

Enrico Pavan

Optimising the effectiveness of container packaging design: How shape influences customer proportion judgments pp. 79-92

Shenyu Li, Rong Huang, Hong Yuan and Qiong Zhou

Volume 3, issue 4, 2017

Editorial: New ventures and data: Challenges and opportunities pp. 284-285

Unknown

From STP to PAR: Moving communication planning from the past to the future pp. 286-290

Don E. Schultz

Transforming marketing with artificial intelligence pp. 291-297

Christi Olson and Jennifer Levy

From programming to statistics to machine learning for marketing pp. 298-305

Jim Sterne

Adaptive analytics: Surfacing the organic pulse of today’s consumers pp. 306-313

Joseph Panzarella

There is no personalisation without orchestration pp. 314-323

David Hatch

Data granularity enhancements in Google Analytics to better understand visitor behaviour pp. 324-338

Fabio Piccigallo

Using the six principles of neuromarketing to better understand changing markets pp. 339-352

Francesco Gallucci and Caterina Garofalo

The links between sales and retail distribution: An overview and case study of alcoholic beverages pp. 353-362

Richard Friberg and Mark Sanctuary

Refining online consumer search into an opportunity pp. 363-373

Babur De Los Santos and Lura Forcum

`Creating a Data-Driven Enterprise with DataOps: Insights from Facebook, Uber, LinkedIn, Twitter, and eBay` by Ashish Thusoo and Joydeep Sen Sarma pp. 374-375

Christopher Hogan

Volume 3, issue 3, 2017

Editorial: What I thought it meant was… pp. 192-193

Unknown

The marketing performance credibility gap: The growing importance of developing financially credible measures of the contribution of marketing to enterprise value, profits and growth pp. 194-198

Bruce H. Rogers

More than science fiction: Using artificial intelligence and machine-learning techniques to supercharge your marketing pp. 199-205

Korey Thurber

Marketing performance management: How best-in-class marketing organisations prove marketing’s value pp. 206-225

Laura Patterson, Patrick Kilgore and Rick Miller

The case for multi-touch attribution in the age of people-based marketing: Why it matters (and why it is hard) pp. 226-238

Greg Stuart, Joel Rubinson and Vassilis Bakopoulos

A tactical guide to implementing a custom event strategy for mobile apps and games pp. 239-249

Andrew Pearlman

How machine learning is developing to get more insight from complex voice-of-customer data pp. 250-254

Nigel Howlett

Gains: An R package for gains tables and lift charts pp. 255-263

Craig A. Rolling

Exploring the effect of weather targeting on online advertising effectiveness: A field experiment pp. 264-275

Felix Rafael Maria Weißmüller, Fabian Peter Walter Schrempf and Stefan Bornemann

Volume 3, issue 2, 2017

Editorial pp. 100-101

Unknown

Marketing technologies, customer data and analytics: Enabling responsive customer journeys and scalable marketing processes pp. 102-111

Jonathan Copulsky, Shawn Richardson and Michael Simone

Building a successful marketing analytics organisation pp. 112-122

John Young

The emerging role of the chief analytics officer and its implications for consumer-driven businesses pp. 123-129

Manikantan Aryapadi and Rohan Moitra

Vigilant marketing: Catching fleeting opportunities for growth spurts pp. 130-138

Dominique M. Hanssens, Fang Wang and Xiao-Ping Zhang

Analytic transformation: How to profit from a data deluge pp. 139-145

Jacques Bughin and Gloria Macias-Lizaso

Using multi-armed bandit experimentation to optimise multichannel digital marketing campaigns pp. 146-156

Ian Thomas

Bridging the talent gap: Three steps to staying competitive through analytics pp. 157-162

Carrie Bolton

Generating business-to-business leads: How to reach the people behind the logo pp. 163-171

Andrea Ahlemeyer-Stubbe and Agnes Müller

Brand segmentation using implicit brand measures pp. 172-182

Marco Vriens, Alessandro Martins Alves and Song Chen

`Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability` by Darren Bridger pp. 183-184

Caroline van den Bos

Volume 3, issue 1, 2017

Editorial pp. 4-5

Unknown

Standing in their shoes: How people-centred research can revitalise the research industry pp. 6-10

Andy Buckley

Converting analytics into management actions pp. 11-18

Steve Wills and James Wycherley

A data structure for customer insights pp. 19-31

Jim Porzak

Transforming data into impact pp. 32-41

Alexander Skorka

The advanced television meter: More precise and faster audience behaviour data and insights into advert effectiveness pp. 42-52

Daniel Tjondronegoro

Panel regression (cross sectional-time series) in same store sales analysis pp. 53-57

Mike Grigsby

Leveraging marketing analytics to improve firm performance: Insights from implementation pp. 58-69

V. Kumar and Amalesh Sharma

Bayesian confirmatory analysis of multiple response data pp. 70-90

Mauricio Ferreira, Peter Congdon and Yancy Edwards