Volume 4 (2018)

Each volume of Applied Marketing Analytics consists of four quarterly 100-page issues. The articles published so far in Volume 4 are:

Volume 4 Number 2

  • Editorial:
    Martin Squires
  • Using matched market lift to measure the true value of offline and online advertising
    Dominic Williamson, Director of Marketing Science, FanDuel and Jonathan Arfa, Statistician, Facebook
  • Serving the customer better by understanding their top tasks
    Gerry McGovern, Chief Executive Officer, Customer Carewords
  • From knowing to doing: A framework to discover, engage with and motivate the person behind the data
    Pascal Lauscher, Founder, CEO, Lauscher Consulting
  • Digital audience management: Building and managing a robust data management platform for multi-channel targeting and personalisation throughout the customer journey
    Vaibhav Gardé, Data and Analytics Professional, FedEx Marketing Digital Intelligence team
  • The other 180°: Filling in the other half of the 360° customer view
    Gary Angel, Founder, Chief Executive, Digital Mortar
  • A/B testing: The importance of significance and test duration
    Sabine Langmann, SEO Manager, Webgears
  • How page speed impacts the bottom line
    Roopa N. Carpenter, Director, Optimization, Blast Analytics & Marketing
  • A two-step recommendation to improve stability in free-choice brand-attribute associations: A research agenda
    Devdeep Maity, Assistant Professor of Marketing. College of Business, Delaware State University
  • Book Review: Forecasting and Predictive Analytics: With ForecastX™ (7th edn)
    Reviewed by Jonathan Copulsky, Lecturer, Northwestern University
  • Book Review: Handbook of Marketing Analytics
    Reviewed by Caroline van den Bos, Insight Director, Lloyd’s Register

Volume 4 Number 1

  • Editorial:
    Aaron H. Maass
  • Conversational marketing: Creating compelling customer connections
    Nicholas Sotolongo, Data Strategist, Medill/IMC, Northwestern University and Jonathan Copulsky, teacher of branding, marketing strategy and marketing technology, Northwestern University
  • Applications of survival analysis to customer management
    Barry Leventhal, Director, BarryAnalytics
  • From commercial silos to commercial integration
    Rafael Alcaraz, Global Commercial 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, digital media buying, digital analytics for Europe, America and Asia, W.L. Gore & Associates
  • 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, Chad Vidden, Assistant Professors, University of Wisconsin — La Crosse, Nicole Nelson, Analytical Manager and Marco Vriens, CEO, Kwantum
  • 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; 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