Forthcoming content

A selection of peer-reviewed articles scheduled so far for volume 3 of Applied Marketing Analytics – which consists of four quarterly 100-page issues – includes:

• The emerging role of the Chief Analytics Officer and its implications for consumer driven businesses
  Manik Aryapadi, Principal, A.T. Kearney & Rohan Moitra, Manager, A.T. Kearney
• Converting analytics into management actions
  Steve Wills, Founder, Insight Management Academy and James Wycherely, Former Director of Customer Insight and Analysis, Barclays Bank
• The new advanced TV meter: More precise and faster audience behaviour data and ad effectiveness insights
  Daniel Tjondronegoro, Co-Founder & Managing Partner, Beatgrid Media
• Transforming data into impact
  Alexander Skorka, COO, Dapresy Group
• A data structure for customer insights
  Jim Porzak, Founder, DS4CI.org
• Panel regression (cross sectional-time series) in same store sales analysis
  Mike Grigsby, VP Retail Strategic Business Analytics, Targetbase
• How people-centred research can re-vitalise the research industry
  Andy Buckley, Research Strategy Director, Join the Dots
• Creating business growth spurts through opportunistic marketing
  Dominique M. Hanssens, Bud Knapp Professor of Marketing, UCLA Anderson School of Management
• The role of emotions in choice models: Some preliminary evidence
  John Roberts, UNSW Scientia Professor, UNSW Business School, UNSW
• Bayesian confirmatory analysis of multiple response data
  Mauricio Ferreira, Chief Methodologist Officer, Hypothesis Group, Peter Congdon, Research Professor, Queen Mary University of London and Yancy Edwards, Visiting Associate Professor of Marketing, USF Sarasota-Manatee
• How organizations can implement integrated marketing science modelling
  V Kumar, Regents Professor, Richard and Susan Lenny Distinguished Chair & Professor of Marketing, Executive Director, Center for Excellence in Brand & Customer Management, and Director of the Ph.D. Program in Marketing, J. Mack Robinson College of Business, Georgia State University
• Fresh and tasty customer insight: Joining big digital data to small customer data
  Matthew Tod, VP Advanced Analytics & Personalization, Celebrus Technologies
• Challenges with attribution
  Vikram Bansal, Chief Data Officer, Asia Pacific, Dentsu Aegis Network
• Unlocking retention: An analytics-driven approach
  Stephanie Cheung, Head of Customer Lifetime Value, LivingSocial
• Data democratization
  Indrasis Mondal , Director, Product Management, Data & Analytics, Getty Images
• Building a successful analytic organization
  John Young, Chief Analytics Officer, Epsilon
• Locational Analytics: A Special Issue of Applied Marketing Analytics
  Guest-Editors: Don Schultz, Professor Emeritus in Service, Northwestern University and Martin Block, Professor, Integrated Marketing Communications Division, Medill School, Northwestern University
• Marketing technologies
  Jonathan Copulsky, Principal, Deloitte Consulting LLP
• What are the right set of technologies to effectively analyze marketing effectiveness?
  Patrick Foster, E-commerce consultant

A selection of peer-reviewed articles scheduled so far for volume 2 of Applied Marketing Analytics – which consists of four quarterly 100-page issues – includes:

• Case study on how the American Cancer Society changed its approach to content and data to make smarter marketing decisions
  Colleen Jones, CEO, Content Science & Co-Author, American Cancer Society
• Using lift-testing to measure the true value of digital marketing in the cross device world
  Dominic Williamson, Lead, Marketing Science, Facebook
• Intuitive analytics: The same as analytic guessing?
  Rafael Alcaraz, Ph.D., Chief Analytics & Science Officer, Aspire
• The "Devicefication" of the Car –  Adding personal vehicles to the digital marketing mix
  Olivier Maugain, Director, Deloitte China
• How MGM resorts used an innovative business intelligence model to gain valuable insights on consumer spending and buying habits
  Steve Schnur, Director of Merchandise Planning and Analytics, MGM Resorts
• Intelligent profiles and segments = Pure power for business
  Combining profiles, segment and predictive analytics
  Andrea Ahlemeyer-Stubbe, Director of Strategic Analytics, HackerAgency München GmbH & Stephan Horvath, Global CMO, HackerAgency München
• The emerging uses of data management platforms and programmatic marketing platforms
  Arun Kumar, Global Head of Analytics, Citi Publicis One Team
• Analytics off the shelf: Using commercially available tools now
  Barry Keating, Professor, University of Notre Dame
• Text mining applications for customer service tweets
  Edward Kwartler, Director Customer Success, Datarobot.com
• The value of geodemographics for marketing professionals
  Barry Leventhal, Director, BarryAnalytics
• Data governance for marketing
  Seth Earley, CEO and Founder, Earley Information Science
• Maximizing the value of a pharmaceutical line extension using discrete choice modeling, secondary data, and market segmentation
  Michael Latta, Professor of Marketing, Wall College of Business Administration, Coastal Carolina University & Melissa Clark, Associate Professor of Marketing, Wall College of Business Administration, Coastal Carolina University
• Marketing in the age of machine learning: How optimizing personalization granularity leads to better performance in a dynamic market
  Julie Penzotti, Ph.D., Principal Scientist, Customer Analytics, Globys
• SMoX – Cross Media for mobile research
  Greg Stuart, Chief Executive Officer, Mobile Marketing Association
• Are you getting the most out of your Voice of Customer data?
  Nigel Howlett, Director, Warwick Analytics

And a selection of peer-reviewed articles still available in volume 1 of Applied Marketing Analytics – which consists of four quarterly 100-page issues – includes:

• Digital marketing attribution across devices
  Chris Hogan, Director, Marketing Analytics, Macys.com
• Customer data analytics for optimizing marketing value, retention, profitability and loyalty in banks
  Mousumi Gosh, VP, Decision Tech, JPMorgan Chase
• Time-to event modeling for understanding consumer behavior
  Edward Mabanglo, Principal Digital Analyst, Nordstrom
• How Orbitz tackled the long tail problem in online marketing optimization
  Wenqing Lu, Senior Director, Statistical Modeling and Analytics, Orbitz
• Mobile tradeoff analysis: A Conde Nast case study
  Daniel Stubbs, ‎Research & Analytics Director and Tamar Rimmon, Senior Manager of Analytics and Audience Development, Conde Nast
• Analytical frameworks for social media customer service
  Edward Kwartler, Director, Advanced Analytics, Liberty Mutual
• Compliance and regulation, including consumer privacy and the collection of data for analytics and measurement
  Oliver Schiffers, Director, Marketing Analytics, SapientNitro and Aurélie Pols, Co-founder & Chief Visionary Officer, Mind Your Privacy
• Beyond sales and awareness: Using marketing analytics for improved health engagement and outcomes
  David Fogarty, Global Head of Customer Value Management, Peter Harrison, Global Head of Marketing Insights, Lin Jing, Data Scientist and Samuel Yip, Data Scientist, Cigna
• Quick automated tracking of video watcher statistics: An analysis of YouTube and Google Analytics in promoting a series of social media videos
  Susan A. Baim, Associate Professor, Miami University
• A mobile analytics implementation framework: How ESPN connects with mobile fans
  Chris Meares, Director of Analytics Consulting Services and Amber Zaharchuk, Analytics Engagement Manager, MaassMedia