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