Volume 3 (2017)

Each volume of Applied Marketing Analytics consists of four quarterly 100-page issues. The articles published so far in Volume 3 are:

Volume 3 Number 3

  • Editorial: What I thought it meant was…
    Gordon Farquharson, Director of Analytics, more2
  • Opinion piece: The marketing performance credibility gap: The growing importance of developing financially credible measures of the contribution of marketing to enterprise value, profits and growth
    Bruce H. Rogers, Chief Insights Officer and Head of the CMO Practice, Forbes Media
  • More than science fiction: Using artificial intelligence and machine-learning techniques to supercharge your marketing
    Korey Thurber, Chief Data and Analytics Officer, Harte Hanks
  • Marketing performance management: How best-in-class marketing organisations prove marketing’s value
    Laura Patterson, President, VisionEdge Marketing, Patrick Kilgore, Director of Marketing, Hive9 and Rick Miller, Client Development Director, Valid USA
  • The case for multi-touch attribution in the age of people-based marketing: Why it matters (and why it is hard)
    Greg Stuart, Global CEO, Mobile Marketing Association, Joel Rubinson, President, Rubinson Partners, Inc and Vassilis Bakopoulos, Vice President, Insights and Research, Mobile Marketing Association
  • A tactical guide to implementing a custom event strategy for mobile apps and games
    Andrew Pearlman, Product Director, Adrenalytics
  • How machine learning is developing to get more insight from complex voice-of-customer data
    Nigel Howlett, Managing Director, International, Epsilon and Advisor, Warwick Analytics
  • Gains: An R package for gains tables and lift charts
    Craig A. Rolling, Assistant Professor of Biostatistics, Saint Louis University
  • Exploring the effect of weather targeting on online advertising effectiveness: A field experiment
    Felix Rafael Maria Weißmüller, Research Assistant and Fabian Peter Walter Schrempf, Research Assistant, Institute for Market-based Management, Munich School of Management, and Stefan Bornemann, Chief Operating Officer, wetter.com

 

Volume 3 Number 2

  • Editorial
    Jeff Doak, VP of Analytics Innovation, GTB
  • Marketing technologies, customer data and analytics: Enabling responsive customer journeys and scalable marketing processes
    Jonathan Copulsky, Lecturer, Northwestern University, Shawn Richardson, U.S. Market Development Technology Leader & Michael Simone, Senior Manager, Digital & Social Analytics, Deloitte
  • Building a successful marketing analytics organisation
    John Young, Chief Analytics Officer, Epsilon
  • The emerging role of the chief analytics officer and its implications for consumer-driven businesses
    Manikantan Aryapadi, Principal and Rohan Moitra, Manager, Consumer Products & Retail Practice, A.T. Kearney
  • Vigilant marketing: Catching fleeting opportunities for growth spurts
    Dominique M. Hanssens, Distinguished Research Professor of Marketing, UCLA Anderson School of Management, Fang Wang, Associate Professor of Marketing, Lazaridis School of Business & Economics, Wilfrid Laurier University & Xiao-Ping Zhang, Professor of Electrical and Computer Engineering, Ted Rogers School of Management, Ryerson University
  • Analytic transformation: How to profit from a data deluge
    Jacques Bughin, Senior Partner and Gloria Macias-Lizaso, Partner, McKinsey & Company
  • Using multi-armed bandit experimentation to optimise multichannel digital marketing campaigns
    Ian Thomas, Principal Group Program Manager, Microsoft
  • Bridging the talent gap: Three steps to staying competitive through analytics
    Carrie Bolton, Head of Client and Digital Analytics, Vanguard Investment Group
  • Generating business-to-business leads: How to reach the people behind the logo
    Andrea Ahlemeyer-Stubbe, Director Strategic Analytics and Agnes Müller, Senior Analytical Consultant, Hacker Agency München GmbH
  • Brand segmentation using implicit brand measures
    Marco Vriens, CEO, Kwantum Analytics LLC, Alessandro Martins Alves, Analytics Lead, Ipsos Brazil and Song Chenis, Assistant Professor at University of Wisconsin - La Crosse
  • Book review - Neuro Design: Neuromarketing Insights to Boost Engagement and Profitability by Darren Bridger
    Caroline van den Bos, Head of Insight and Performance Measurement, Prudential

Volume 3 Number 1

  • Editorial
    Leandro DalleMule, Chief Data Officer, AIG
  • Comment: How people-centred research can re-vitalise the research industry
    Andy Buckley, Research Strategy Director, Join the Dots
  • Converting analytics into management actions
    Steve Wills, Founder, Insight Management Academy and James Wycherely, Former Director of Customer Insight and Analysis, Barclays Bank
  • A data structure for customer insights
    Jim Porzak, Founder, DS4CI.org
  • Transforming data into impact
    Alexander Skorka, COO, Dapresy Group
  • The new advanced TV meter: More precise and faster audience behaviour data and ad effectiveness insights
    Daniel Tjondronegoro, Co-Founder & Managing Partner, Beatgrid Media
  • Panel regression (cross sectional-time series) in same store sales analysis
    Mike Grigsby, VP Retail Strategic Business Analytics, Targetbase
  • Leveraging marketing analytics to improve firm performance: Insights from implementation
    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 and Amalesh Sharma, Assistant Professor of Marketing at the Mays Business School
  • 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