Forthcoming content

A selection of articles and real-world case studies scheduled for Volume 11 of Applied Marketing Analytics - consisting of four 100-page issues in both print and online - includes:

• Using agentic generative AI within the enterprise to automate key processes 
  Ian Thomas, Former, Senior Director, Program Management, Marketing Data & Analytics, Microsoft  
   
• Where's the fire? Decomposing Conversion Rate Changes with the Contribution to Change Framework 
  António Fernandes, Marketing Analyst, SEO Analytics, Toptal 
   
• Privacy engineering for analytics A/B testing 
  Matt Gershoff, Co-founder, Conductrics 
   
• Unlocking high-value users with machine learning: Enhancing personalization and marketing ROI with iBQML
  Brianna Mersey, Vice President, Monks, Canada 
   
• Organisational challenges in the implementation of customer data platforms
  Jivesh Juneja, Digital Customer Experience Director, Nissan Motor Corporation 
   
• Machine learning for data science professionals
  Vidya Subramanian, Data Science and Analytics, Google Play 
   
• How AI helped transform this B2B marketing department
  Kelly Cutler, Business Leader, Author and Educator, Kellogg School of Management, Northwestern University 
   
• Single-turn crescendo attack on state of the art text-to-image generative AI models
  Nataliia Bagan, Data Science & AI, Leiden University 
   
• Teaching marketing students about AI and its applications to marketing
  Jonathan Copulsky, Senior Lecturer, Northwestern University & Vijay Viswanathan, Hamad Bin Khalifa Al-Thani, Professor of Integrated Marketing Communications and Associate Dean, The Medill School, Northwestern University 
   
• Long-term advertising effects: The Adstock illusion
  P.M. Cain, Executive Partner, Marketscience LLC 
   
• Weighted TURF analysis as a maximum coverage problem with a customizable coverage definition: Methodology and open-source implementation
  Evgeny A. Antipova, CEO & Elena B. Pokryshevskaya, Marketing Director, Smart Data Products, United Arab Emirates 
   
• Comparing analytical methods of allocating media influence
  Martin P. Block, Professor Emeritus of Integrated Marketing Communications, Medill School, Northwestern University 
   
• Efficient experimentation: A review of four methods to reduce the costs of A/B testing
  Malte Bleeker, Doctoral Student & Philipp Kaufmann, Doctoral Student, University of St. Gallen
   
• Using ensemble classification algorithms to predict airline customer satisfaction
  Dung Hai Dinh, Lecturer and Academic Coordinator, Master’s Programme in Business Information Systems & Son Nguyen Lap Le, Student, Vietnamese-German University 
   
• Marketing in the age of hyper-personalisation: Lessons from analytics-driven brand success
  Avtar Singh, Associate Professor of Marketing & Amit Kakkar, Associate Professor, Mittal School of Business
   
• Branding through analytics: Unpacking the power of UGC in online retail
  Sandeep Puri, Professor, Asian Institute of Management, Arnab K. Ray, Senior Vice President Asia Pacific Region, TTEC & DBA Student, Asian Institute of Management, Bernadette G. Bernabe, General Manager, Business Owner, MME Connections & DBA Student, Asian Institute of Management & Jaideep A. Pradhan, Senior Vice President & Geo Head – Philippines & Colombia, EXL Service Inc. & DBA Student, Asian Institute of Management 
   
• Relationship prematurity: A comprehensive approach to understand customer relationship in CRM
  Professor Hyung Su Kim, Department of Industrial & Management Engineering, Hansung University, Dae Yun Park, Research Professor, College of Business Administration, California State University Sacramento & Na Yeon Ko, Graduate Student in Marketing, Sogang Business School 
   
• DbRFMSS - A novel RFM approach for enhanced marketing strategies
  Joy Christy, Assistant Professor, SASTRA University