Applied Marketing Analytics: The Peer-Reviewed Journal

2014 - 2025

From Henry Stewart Publications
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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

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