Applied Marketing Analytics

Applied Marketing Analytics is the major professional journal publishing in-depth, peer-reviewed articles on all aspects of measuring and analysing marketing performance to improve its effectiveness.

High-quality Articles and Case Studies

Guided by its expert Editorial Board, each quarterly 100-page issue – appearing both in print and online – publishes detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research. High-quality articles and case studies demonstrate how major brands are collecting, interpreting and analysing marketing data across the full-range of digital and non-digital channels. Learn how to measure the effectiveness of your marketing initiatives more accurately and how to identify gaps in your marketing analytics program and what metrics support sound marketing decision making – and add to the bottom line.

Applied Marketing Analytics does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

Marketing Analytics

Articles focus on key topics including:

  • Big Data analytics
  • Aligning marketing metrics with business goals
  • The value of social media to understand consumer behavior
  • Optimizing marketing value, retention and loyalty
  • Accountability, measurement and performance benchmarks in marketing
  • Online and offline marketing analytics, cross channel analytics and marketing mix analysis
  • Using analytics to inform content and marketing programs
  • Attribution of digital and social media effects
  • The new customer decision journey and the role of analytics
  • Data mining, warehousing, affinity analysis, predictive analytics and modelling
  • Business intelligence
  • Customer relationship management, segmentation, behavior and engagement
  • New technologies in marketing analytics
  • Corporate governance structure and marketing analytics
  • Compliance and regulation, including consumer privacy and the collection of data for analytics and measurement


Essential reading for Senior Management, Heads of Marketing Analytics, Heads of Branding, Heads of Marketing, Marketing Directors, Brand Managers and Marketing Managers, as well as SVPs, EVPs, VPs, Departmental Heads, Directors and Senior Managers in:

  • Marketing analytics
  • Predictive analytics
  • Customer analytics
  • Marketing
  • Digital and social media marketing
  • Brand management
  • Business intelligence
  • Research
  • Consumer insight
  • Product marketing
  • Segmentation and behavioural modelling
  • Relationship data

Based at:

  • Brand owners
  • Marketing analysts and consultants
  • Advertising agencies
  • Service providers
  • Market and consumer researchers
  • Designers
  • Advertising media
  • Universities and business schools