Applied Marketing Analytics: The Peer-Reviewed Journal

2014 - 2025

From Henry Stewart Publications
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Volume 2, issue 4, 2016

Editorial pp. 284-285

Unknown

Ten big lessons learned from Big Data analytics pp. 286-295

Jacques Bughin

Focusing on Small Data to drive big results pp. 296-303

Nick Necsulescu

Capturing the value of data in banking pp. 304-311

Allison Sagraves and Greg Connors

Using online social networks to measure consumers’ brand perception pp. 312-321

Jennifer Cutler and Aron Culotta

Using mobile interviews to conduct product evaluations pp. 322-328

Pete Cape

Attribution: Untangling the web of confusion — a primer for marketers pp. 329-339

Manu Mathew

Digital profiling on limited data: Application in display advertising pp. 340-352

Michael Trusov and Liye Ma

Examining intrapreneurship: Meal deals as traffic builders in food retail pp. 353-366

Russell J. Zwanka

Volume 2, issue 3, 2016

Marketing analytics leads to better marketing decisions pp. 188-189

Unknown

Customers love your use of marketing data … not! pp. 190-191

Bruce H. Rogers

Analysis of Voice of Customer data through data and text mining pp. 192-200

Jonathan Frey and Sergei Ananyan

One tweak at a time: How analytics improved our content marketing pp. 201-212

Jonathan Copulsky, Amy Bergstrom and Michael Simone

The future of marketing automation pp. 213-224

Thomas H. Davenport and Judah Phillips

Comparing clustering methods for market segmentation: A simulation study pp. 225-238

Chad Vidden, Marco Vriens and Song Chen

Bringing integrated digital marketing to the next level: How to measure engagement across the customer lifecycle for continuous program improvement pp. 239-254

Seth Earley

The impulsivity challenge pp. 255-264

Don Schultz, Martin Block and Vijay Viswanathan

The relationship between Big Data, data science, digital analytics and the skills and abilities needed to optimise marketing decisions pp. 265-279

Angela D’Auria Stanton and Wilbur W. Stanton

Volume 2, issue 2, 2016

Editorial pp. 100-101

Unknown

Telling compelling stories with data pp. 102-104

Dona Wong

Using lift-testing to measure the true value of digital marketing in the cross-device world pp. 105-110

Dominic Williamson

Text into numbers: Can marketers benefit from unstructured data? pp. 111-120

Barry Keating

Customer-centricity and marketing attribution: Here is why it matters and how to get started pp. 121-126

Korey Thurber

Getting the most out of voice of the customer data pp. 127-132

Nigel Howlett

Logistic regression to identify organisational opportunities in customer surveys using R pp. 133-143

Ted Kwartler

Using neural networks and Monte Carlo techniques in data science: The value of Google DeepMind in general use pp. 144-151

Richard Churchman

Content intelligence: A case study at the American Cancer Society pp. 152-161

Colleen Jones and Melinda Baker

AutoNation: Driving customer loyalty in a fragmented industry pp. 162-168

Vikash Singh and Sheena Banton

Measuring the value of mobile advertising in driving business outcomes: Empirical data from Coca-Cola, AT&T;, MasterCard and Walmart pp. 169-179

Vassilis Bakopoulos, Greg Stuart and Rex Briggs

`Geodemographics for Marketers: Using Location Analysis for Research and Marketing` by Barry Leventhal pp. 180-181

Caroline van den Bos

`Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die, Revised and Updated` by Eric Siegel pp. 182-183

Jim Sterne

Volume 2, issue 1, 2016

How is your system/360? pp. 4-5

Unknown

Intuitive analytics: The same as analytic guessing? pp. 6-11

Rafael Alcaraz

Analytics off the shelf: Using commercially available tools now pp. 12-24

Barry Keating

Data governance and digital transformation: Using the customer journey to define a framework pp. 25-40

Seth Earley and Seth Maislin

Marketing in the age of machine learning: How optimising personalisation granularity leads to better performance in a dynamic market pp. 41-51

Julie Penzotti

Birds of a feather still flock together: The continuing relevance of geodemographics pp. 52-56

Barry Leventhal

The ‘devicefication’ of the car: Adding personal vehicles to the digital marketing mix pp. 57-72

Olivier Maugain

Intelligent profiles and segments equals pure power for business: Combining profiles, segment and predictive analytics pp. 73-83

Andrea Ahlemeyer-Stubbe and Stephan Horvath

Maximising the value of a pharmaceutical line extension using discrete choice modelling, secondary data and market segmentation pp. 84-91

Michael Latta and Melissa Clark

Volume 1, issue 4, 2015

Special issue on data visualisation pp. 292-295

Unknown

Visualisation: The last mile of analytics pp. 296-298

Seth Earley

Data storytelling: What it is and how it can be used to effectively communicate analysis results pp. 299-313

Brent Dykes

What can data journalists teach us about being more effective analysts? pp. 314-319

Loren Hadley

How to avoid the six most common analytics data visualisation mistakes pp. 320-330

Lea Pica

Creating high-impact visualisations pp. 331-341

Kerry E. Brackett and Sumit Pal

A review of frequently overlooked best practices for graphs pp. 342-349

Naomi B. Robbins and Joyce Robbins

Integrated competition and customer analysis: Managing market share efficiently pp. 350-362

Marco Vriens and Alessandro Martins Alves

Advanced next best offer marketing using predictive analytics pp. 363-376

Justin Croft

An overwhelming amount of data: Applying chaos theory to find patterns within big data pp. 377-387

Ted Gross

`Practical Text Analytics: Interpreting Text and Unstructured Data for Business Intelligence` by Steven Struhl pp. 388-390

Seth Earley

`Marketing Analytics: A Practical Guide to Real Marketing Science` by Mike Grigsby pp. 391-393

Seth Earley

Volume 1, issue 3, 2015

Editorial pp. 196-197

Unknown

Measuring the success of social marketing campaigns with web/digital analytics pp. 198-205

Vaibhav Gardé

Discovering discovery: Data discovery best practices pp. 206-213

Jim Sterne

New tools and techniques for understanding non-conscious consumer decisions pp. 214-220

Darren Bridger and Thom Noble

Using survival analytics to estimate lifetime value pp. 221-225

Mike Grigsby

The unified log: What it is and how it is changing marketing analytics pp. 226-236

Yali Sassoon

Mining the gold in customer data to uncover your competitive advantage pp. 237-242

Dr Amy Shi-Nash

Planning and implementing conversation-led marketing pp. 243-251

Hagen Wenzek and Paul Pangaro

Media usage patterns of social media users pp. 252-266

Vijay Viswanathan, Don E Schultz and Martin Block

Marketing return on investment: Seeking clarity for concept and measurement pp. 267-282

Paul W. Farris, Dominique M. Hanssens, James D. Lenskold and David J. Reibstein

`Humanizing Big Data: Marketing at the Meeting of Data, Social Science & Consumer Insight` by Colin Strong pp. 283-284

Christopher M. Johannessen

Volume 1, issue 2, 2015

Mobile analytics pp. 108-109

Unknown

Adapting to the elusive loyalty of the mobile audience pp. 110-116

Tamar Rimmon and Dan Stubbs

ESPN’s approach to a mobile analytics implementation pp. 117-121

Amber Zaharchuk and Chris Meares

Mobile analytics: Essential for business maturation in the digital marketing era pp. 122-128

Ray Pun

Orchestrating mobile analytics pp. 129-138

Christopher M. Johannessen

Where mobile fits in the marketing funnel sandwich pp. 139-145

Alon Even

How data and user behaviour analysis impacts sales — especially via mobile pp. 146-153

Enrico Pavan

Mastering the fundamentals of mobile analytics pp. 154-160

Loren Hadley

So you need a mobile analytics strategy? Six key areas to cover for new developers pp. 161-167

Andrew Pearlman

General papers - Marketing analytics How best-in-class marketers use alignment and accountability for value creation pp. 168-174

Laura Patterson

Big Data analytics for transaction banking: The differentiator pp. 175-185

Carlo R.W. De Meijer and Anupam Majumdar

`Modeling Techniques in Predictive Analytics with Python and R: A Guide to Data Science` by Thomas W Miller pp. 186-187

Christopher M. Johannessen

Volume 1, issue 1, 2014

Editorial - Generative AI and its impact on marketing analytics: A special issue pp. 4-5

Unknown

The challenge of digital marketing attribution across internet devices pp. 6-12

Christopher Hogan

Beyond sales and awareness: Using marketing analytics for improved health engagement and outcomes pp. 13-20

David Fogarty, Peter Harrison, Lin Jing and Sam Yip

Conceptual reasons beyond technology for the delayed progress and innovation in marketing science pp. 21-31

Rafael Alcaraz

Will personal data in the hands of individuals revolutionise analytics? pp. 32-41

Colin Strong

An analytical framework for social media customer service pp. 42-52

Ted Kwartler

A net present value model with application to target marketing pp. 53-57

Jingjing Qu and Yumin Chen

How mobile brands are applying a longitudinal customer view to understand and influence behaviours pp. 58-65

Lara Albert

A framework of purpose and consent for data security and consumer privacy pp. 66-74

Aurélie Pols and Oliver Schiffers

How Orbitz tackled the long tail problem in online marketing optimisation pp. 75-80

Wenqing Lu

Using big data file fusion to determine the effects of social media on retail brand preference pp. 81-102

Don E. Schultz and Martin P. Block