Call for articles - Special Issue: Innovative methods to measure Digital Marketing Analytics

Applied Marketing Analytics

Special Issue: Innovative methods to measure Digital Marketing Analytics

Guest Editors: Dr. Ana Reyes-Menendez, Business Economics Department, Nuria Ruiz-Lacaci, Rey Juan Carlos University, & Pedro Palos-Sanchez, University of Seville 

Submission Deadline: 30th May 2022

The growth of the Internet over the past two decades is one of the most widely used examples to help explain globalization. In the increasingly digital and networked global economy, digital strategies are one of the main instruments to foster business growth. Digital marketing is not just a transactional tool, but also generates change at the commercial and microeconomic level, which in turn demands changes in marketing theory and practice.

While web analytics are widely used by popular websites to provide useful data on customer behaviour  (the customer’s so called “digital footprint”), existing research paints a discouraging picture of the effectiveness of web analytics:

  • Most web analytics use is ad-hoc;
  • Analysis of online behaviour is not used strategically;
  • Benefits tend to be imprecise and not always tied to business outcomes;
  • Data driven decision making is the exception, rather than the rule.

Digital transformation programmes have great promise and most leaders claim to be, or want to be, “data driven”. However, in practice, marketing managers remain wary of marketing performance measurement as a whole and prefer to rely on intuition and experience rather than data driven decisions. This is understandable given this is a young and fast evolving industry.

This Special Issue of Applied Marketing Analytics seeks to illustrate that the main future benefits of web analytics for digital marketing performance measurement will be determined by how companies exploit the system under specific contextual circumstances. While there are a great number of possible metrics and indicators to benchmark digital marketing performance, each one is designed to measure a specific aspect of marketing strategy. What remains a tricky question for business managers is, “Which metrics will enable insightful and useful analysis that will drive action?”.

It is the aim of this Special Issue to evaluate the various digital marketing metrics and indicators (strategies, case studies, specific action to collect data…etc.) to determine and address the following question:

What are the most relevant classes of metric and action that companies need to understand and manage in order to improve the effectiveness of their digital marketing and customer experience strategies?

For this Special Issue, we invite paper contributions related to any of the topics outlined below and which clearly relate to digital marketing and customer experience strategies and their execution. Papers are invited for publication in this Special Issue of Applied Marketing Analytics. Papers will also be considered from the CBO 2022 International Conference in Porto, Portugal*.

Papers or cases studies can include a wide range of marketing and customer experience related topics that measure the impact of digital marketing strategies.  Submissions covering any of the following topics in digital marketing will be considered:

  • Digital Business Models
  • Search Engine Optimization
  • Search Engine Marketing
  • App Store Optimization
  • User Generated Content Analysis
  • Digital Marketing Innovation
  • Social Media Marketing
  • User Experience
  • Online Customer Journey analysis
  • Digital Behavior
  • E-Commerce
  • Other related topics

Submission Guidelines

The following types of articles will be considered for publication: 

Practice Articles: Thought pieces, best practice articles, case studies, new approaches, frameworks and methodologies, technologies, techniques, market and consumer research, legal and regulatory updates and other contributions written by practitioners.

Submissions need to be practical and should include answers to questions like:

  • What has worked?
  • Why has it worked?
  • What lessons were learned?
  • How could it be done elsewhere?

Practice articles should be 2,000 to 5,000 words in length. This does not includes chart/graphs and references.

Research Papers: Contributions which explore new models or markets, theories and applied research in marketing analytics and strategy are preferred. Research papers must have clear implications for professionals and business practices or provide an academic alternative to existing marketplace solutions. Research papers should be around 6,000 words in length.

All submissions will be blind, peer-reviewed to ensure they are of direct, practical relevance to those working in the field. 

Further guidance on manuscript submission can be found at:   

The deadline for the submission of articles to this special issue is 30th May 2022. Submissions should be sent to Julie Kerry, the Publisher, at  Questions about this issue and proposals for papers should be directed to the Guest-Editor: Ana Reyes-Menendez at as well as the Publisher Julie Kerry at

About the journal – Applied Marketing Analytics

Applied Marketing Analytics is the major peer-reviewed, professional journal for all those involved in measuring, managing and analysing marketing activity to maximise effectiveness and return on investment. It is guided by an international, respected Editorial Board and publishes each quarter in-depth articles, case studies, research papers and reviews by leading experts in the field. Further information on the journal is available at: 

*Related conference: CBO 2022 International Conference in Porto

The CBO 2022 International Conference on Consumer Behaviour Online in Porto, Portugal aims to foster collaboration to achieve a deeper understanding of digital marketing ecosystems and bring together researchers and practitioners to discuss developments in digital marketing and online consumer behaviour.

Further information is available here: