Applied Marketing Analytics: The Peer-Reviewed Journal

2014 - 2025

From Henry Stewart Publications
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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

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