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 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