Volume 2 (2016)

Each volume of Applied Marketing Analytics consists of four quarterly 100-page issues. The articles published so far in Volume 2 are:

Volume 2 Number 4 (Autumn 2016)

  • Editorial
    Stewart Robbins, Analytics Principal, Hewlett Packard Enterprise
  • Ten big lessons learned from Big Data analytics
    Jacques Bughin, Senior Partner, McKinsey & Company
  • Focusing on Small Data to drive big results
    Nick Necsulescu, Senior Manager of Digital Marketing, President's Choice Financial
  • Capturing the value of data in banking
    Allison Sagraves, Chief Data Officer,  M&T Bank and Greg Connors, Writer-blogger-editor, The Buffalo News
  • Using online social networks to measure consumers' brand perception
    Jennifer Cutler, Assistant Professor of Marketing, Kellogg School of Management and Aron Culotta, Assistent Professor of Computer Science, Illinois Institute of Technology
  • Using mobile interviews to conduct product evaluations
    Pete Cape, Global Knowledge Director, SSI
  • Attribution: Untangling the web of confusion - a primer for marketers
    Manu Mathew, Co-founder and Chief Executive Officer, Visual IQ
  • Digital profiling on limited data: Application in display advertising
    Michael Trusov, Associate Professor, Robert H. Smith School of Business & Liye Ma, Assistant Professor, Robert H. Smith School of Business
  • Examining intrapreneurship: Meal deals as traffic builders in food retail
    Russell J. Zwanka, Professor of Marketing, State University of New York

Volume 2 Number 3 (Summer 2016)

  • Editorial
    Marketing analytics leads to better marketing decisions
    Edward M. Mazze, Distinguished University Professor of Business Administration, The University of Rhode Island
  • Opinion
    Customers love your use of marketing data … not!
    Bruce H. Rogers, Chief Insights Officer and Head of the CMO Practice, Forbes Media
  • Practice papers
    Analysis of Voice of Customer data through data and text mining
    Jonathan Frey, Formerly, Director of Operations Intelligence, Taco Bell & Sergei Ananyan, CEO, Megaputer Intelligence
  • One tweak at a time: How analytics improved our content marketing
    Jonathan Copulsky, Senior Partner, Deloitte, Amy Bergstrom, Head of Marketing, Deloitte University Press & Michael Simone, Senior Manager, Digital & Social Analytics, Deloitte
  • The future of marketing automation
    Thomas H. Davenport, Professor at Babson College & Judah Phillips, Founder and Principal, SmartCurrent
  • Comparing clustering methods for market segmentation: A simulation study
    Chad Vidden, Assistant Professor, University of Wisconsin – La Crosse, Marco Vriens, Chief Research Officer, Ipsos & Song Chen, Assistant Professor, University of Wisconsin – La Crosse
  • Case study
  • Bringing integrated digital marketing to the next level: How to measure engagement across the customer lifecycle for continuous program improvement
    Seth Earley, CEO, Earley Information Science
  • Academic papers
    The impulsivity challenge
    Don Schultz, Professor (Emeritus-in-Service) of Integrated Marketing Communications, Northwestern University, Martin Block, Professor of Integrated Marketing Communications, Northwestern University & Vijay Viswanathan, Associate Professor in Integrated Marketing Communications Department, Northwestern University
  • The relationship between Big Data, data science, digital analytics and the skills and abilities needed to optimise marketing decisions
    Angela D’Auria Stanton, Professor of Marketing, Radford University & Wilbur W. Stanton, Professor of Marketing, Radford University

Volume 2 Number 2 (Spring 2016)

  • Editorial
    Martin Squires, Editorial Board Member, Applied Marketing Analytics
  • Opinion piece: Telling compelling stories with data
    Dona Wong, Vice President, Digital Communications, Federal Reserve Bank of New York
  • Papers
  • Using lift-testing to measure the true value of digital marketing in the cross-device world
    Dominic Williamson, Marketing attribution specialist and Lead, Marketing Science Team, Facebook
  • Text into numbers: Can marketers benefit from unstructured data?
    Barry P. Keating, Professor, University of Notre Dame
  • Customer-centricity and marketing attribution: Here is why it matters and how to get started
    Korey Thurber, Chief Analytics Officer, Harte Hanks
  • Getting the most out of voice of the customer data
    Nigel Howlett, Chairman, Warwick Analytics
  • Logistic regression to identify organisational opportunities in customer surveys using R
    Ted Kwartler, Director Customer Success, Datarobot.com
  • Using neural networks and Monte Carlo techniques in data science: The value of Google DeepMind in general use
    Richard Churchman, Managing Partner, Jube Capital Limited.
  • Case studies
  • Content intelligence: A case study at the American Cancer Society
    Colleen Jones, CEO, Content Strategy and intelligence, Content Science & Melinda Baker, Director, Web Marketing, American Cancer Society, Inc.
  • AutoNation: Driving customer loyalty in a fragmented industry
    Vikash Singh, Director, Marketing Analytics, AutoNation Inc. & Sheena Banton, Director, Customer Marketing , AutoNation Inc.
  • Measuring the value of mobile advertising in driving business outcomes: Empirical data from Coca-Cola, AT&T, MasterCard and Walmart
    Vassilis Bakopoulos, Vice President, Insights and Research, Mobile Marketing Association, Greg Stuart, CEO, Mobile Marketing Association & Rex Briggs, CEO, Marketing Evolution
  • Book reviews
  • Geodemographics for Marketers: Using Location Analysis for Research and Marketing, Edited by Barry Leventhal
    Reviewed by Caroline van den Bos, Head of Insight & Performance Measurement, Prudential
  • Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie or Die, Edited by Eric Siegel
  • Reviewed by Jim Sterne, Founder eMetrics Summit & Digital Analytics Association

Volume 2 Number 1 (Winter 2015/6)

  • Editorial: How Is Your System/360?    
    Kevin J. Potcner, Director of Consulting Services, Minitab Inc. Instructor at University of San Francisco and California State University — Fullerton
  • Intuitive analytics: The same as analytic guessing?
    Rafael Alcaraz, Chief analytics and Science Officer, Aspire Venture
  • Analytics off the shelf: Using commercially available tools now
    Barry P. Keating, Professor of Economics and Business Analytics, Department of Finance, University of Notre Dame
  • Data governance and digital transformation: Using the customer journey to define a framework
    Seth Earley, CEO, Earley Information Science and Seth Maislin, Senior Content Strategist and Principal Consultant of Taxonomy and Information Management, Earley Information Science
  • Marketing in the age of machine learning: How optimising personalisation granularity leads to better performance in a dynamic market
    Julie Penzotti, Principal Scientist, Globys
  • Birds of a feather still flock together: The continuing relevance of geodemographics
    Barry Leventhal, Director, BarryAnalytics
  • The ‘devicefication’ of the car: Adding personal vehicles to the digital marketing mix
    Olivier Maugain, Director, Data analytics, Deloitte China
  • Intelligent profiles and segments = Pure power for business: Combining profiles, segment and predictive analytics
    Andrea Ahlemeyer-Stubbe, Director of Strategic Analytics, HackerAgency München GmbH and Stephan Horvath, Global CMO, HackerAgency
  • Academic paper: Maximising the value of a pharmaceutical line extension using discrete choice modelling, secondary data and market segmentation
    Michael Latta, Professor of Marketing, Coastal Carolina University and Melissa Clark, Associate Professor of marketing, Coastal Carolina University