Forthcoming content

A selection of peer-reviewed articles scheduled so far for Volume 4 of Applied Marketing Analytics – which consists of four quarterly 100-page issues – includes:

  • Conversational marketing: Creating compelling customer connections
    Nicholas Sotolongo, Marketing Analytics Storyteller, Deloitte & Jonathan Copulsky, Lecturer, Northwestern University
  • Applications of survival analysis to customer management
    Barry Leventhal, Director, BarryAnalytics
  • From commercial silos to commercial integration
    Rafael Alcaraz, Global Lead Commercial Growth Analytics, ‎Kellogg Company
  • How to drive change via dashboards: An approach to measure the impact of global campaigns for a business-to-business company
    Korbinian Spann, Global Digital Marketing, W.L. Gore & Associates (the GORE-TEX® company)
  • How organisations can establish marketing analytics as the common business language to drive continuous improvement
    Tom Grubb, Chief Strategy Officer, Digital Pi
  • Topic modelling for open-ended survey responses
    Song Chen, Assistant Professor, University of Wisconsin — La Crosse, Chad Vidden, Assistant Professor, University of Wisconsin — La Crosse, Nicole Nelson, Analytical manager, Kwantum LLC and Marco Vriens, CEO, Kwantum LLC
  • From analytics to conversion rate optimisation
    Enrico Pavan, Founder and President, Analytics Boosters
  • Optimising the effectiveness of container packaging design: How shape influences customer proportion judgments
    Shenyu Li, Teaching fellow, Sydney Institute of Language and Commerce, Shanghai University, Rong Huang, Associate Professor of Marketing, Shanghai University of Finance and Economics, Hong Yuan, Associate Professor of Marketing and Director of the Business Research Institute, Lundquist College of Business and Qiong Zhou, Assistant Professor of Management, College of Business, Shanghai University of Finance and Economics
  • Beyond sales and awareness continued - Using marketing analytics for improved health engagement and outcomes
    David Fogarty, Head of Global Customer Value Management and Analytics COE, Global Marketing Insights, Cigna
  • A two-step recommendation to improve stability in free choice brand-attribute associations: A research agenda
    Devdeep Maity, Assistant Professor, Delaware State University
  • Making Addressable Marketing Work: A practitioner’s view
    Kirit Kottam, Director, Advanced Analytics, John Hancock Insurance
  • Identifying customer needs with top tasks
    Gerry McGovern, Founder and CEO, Customer Carewords
  • How organisations should adopt data defense and data offense to structure and manage their data
    Leandro DalleMulle, Chief Data Officer, AIG & Professor Thomas Davenport, President's Distinguished Professor of Information Technology & Management, Babson College
  • Customer lifetime value in a machine learning world
    Peter Fader, Frances and Pei-Yuan Chia Professor of Marketing, Wharton School, University of Pennsylvania
  • Understanding global user data
    Ted Gross, Author, High Tech Industry
  • The role of emotions in choice models: Some preliminary evidence
    John Robert, UNSW Scientia Professor, UNSW Business School
  • ePrivacy regulation in the EU
    Michael Neuber, Solicitor, Bundesverband Digitale Wirtschaft e.V
  • From knowing to doing: A framework do discover, engage with and motivate the person behind the data
    Pascal Lauscher, Brand & Marketing Consulting
  • Using a Digital Data Management Platform for marketing effectiveness
    Vaibhav Gardé, Data Scientist Fellow, FedEx Services
  • Organisational tips to get the most out of your data
    Peter Symuleski, Head of Business Intelligence, NBC News
  • How you can effectively use AI conversations to better connect your brand with consumers
    Justine Santa Cruz, VP, Strategic Partnerships & Alliances, Satisfi Labs
  • Marketing analytics in the age of machine learning
    David Booth, Co-Founder / Chief Commercial Officer, Cardinal Path
  • A/B Testing – The Importance of significance and test duration
    Sabine Langmann, Quality Manager Marketing, Webgears GmbH
  • Tagging commercial content in the time of the Internet of Things and Smart Home Devices
    Dominik Schmidt, Partner, Schürmann Rosenthal Dreyer
  • How Page Speed Impacts Your Bottom Line
    Roopa Carpenter, Director, Optimisation, Blast Analytics & Marketing
  • Measuring and tracking online reputation
    Jason Barnard, Search engine marketing consultant