Volume 5 (2019)

Each volume of Applied Marketing Analytics consists of FOUR quarterly 100-page issues, published in print and online. The Articles published in Volume 5 are listed below. Further articles scheduled to be published in Volume 5 can be viewed on the 'Forthcoming content' page.

Volume 5 Number 2

  • Editorial: The marketing mix paradox: More audience information may not equal better marketing mix measurement
    Raf Alcaraz, Head of SMB Marketing Science, North America, Facebook.com
  • Out-of-home and top of mind: Moving beyond panels in out-of-home marketing
    Isaline Duminil, Marketing and Communications Director, JCDecaux Singapore and François-Xavier Pierrel, Chief Data Officer, JCDecaux Group
  • The anatomy of successful digital transformation: The role of analytics
    Jacques Bughin, Senior Partner, Barbara O’Beirne, Associate Partner and Jonathan Deakin, Partner, McKinsey and Company
  • The Linux Compete strategy: An analytics case study
    Marco Vriens, Assistant Professor of Marketing and Chad Vidden, Assistant Professor, University of Wisconsin — La Crosse
  • The customer journey: How customer touch points interact to drive increased loyalty, satisfaction and revenue
    Mike Grigsby, Associate Vice President of Marketing Analytics, Caliber Home Loans
  • High-profile data breaches: Designing the right data protection architecture based on the law, ethics and trust
    Laura E. Ribeiro, Keynote Speaker, Co-Founder and CEO of The Qube, Quantum Technology Company
  • Using weak supervision to scale the development of machine-learning models for social media-based marketing research
    Jennifer Cutler, Associate Professor of marketing, Kellogg School of Management at Northwestern University and Aron Culotta, Associate Professor of computer science, Illinois Institute of Technology
  • Closing the skills gap: Finding skilled analytics professionals for a dynamically changing data-driven environment
    Angela D’Auria Stanton, Professor of Marketing and Wilbur W. Stanton, Professor of Marketing, Radford University
  • Book Review: From Data to Decision: A Handbook for the Modern Business Analyst
    Reviewed by Seth Earley, CEO and Founder, Earley Information Science

Volume 5 Number 1

  • Editorial: What do we mean by marketing analytics?
    Martin Squires, Visiting Professor Geography/Geospatial Analysis & Computing, University College London
  • Becoming a master: Best practices in attribution reporting
    Stephanie Burton, Senior Business Consultant and Andy Powers, Data Strategist and Analyst, Adobe
  • Issues with shopper tracking and data quality: From solving multi-floor issues to driving better positional accuracy
    Gary Angel, Founder and Chief Executive Officer, Digital Mortar
  • Data collection for integrated customer data management: Concerns, considerations and best practices
    Chitra Iyer, Editor-in-Chief, MarTech Advisor
  • Multi-touch attribution: A case study in automotive media optimisation
    Jonathan Prantner, Chief Analytics Officer and Co-Founder, RXA
  • Investment management: Competing in a data-driven world
    Laura E. Ribeiro, Speaker, Author and Data Scientist
  • Getting an edge on data insights and breakthrough innovation
    Joseph Bradley, Global Vice President, Incubation Services & Technology, Cisco Systems
  • Transforming the enterprise with applied artificial intelligence
    Santhosh Subramani, Director of Customer Relationship Management and Digital Marketing Operations, Air Canada
  • Mining online comments to understand customer satisfaction with hotel technologies: A comparison of hotels in Beijing and Washington, DC
    Minyi Zheng, Guest Service Representative, Marriott Philadelphia Airport, Shiang-Lih Chen McCain, Assistant Professor of marketing, Colorado Mesa University, Jeffrey C. Lolli, Associate Professor, Widener University and Ping-Ho Ting, Professor, Department of Hospitality Management and Department of Leisure Studies and Tourism Management, National Chi Nan University
  • Predicting consumer personality traits in the sharing economy: The case of Airbnb
    Murat Acar, Manager of Consulting Services, Wipro and Aysegul Toker, Dean of the Faculty of Economics and Administrative Sciences, Bogazici University