Volume 7 (2021-22)

Each volume of Applied Marketing Analytics consists of FOUR 100-page issues, published in print and online. Articles scheduled for Volume 7 are available to view on the 'Forthcoming content' page.

The Articles published in Volume 7 include:

Volume 7 Number 1

  • Editorial: Shedding the pounds by quitting the cookies 
    Brendan J. Keegan, Senior Lecturer in Digital Marketing, Manchester Metropolitan University
  • Practice papers
    Planning for a cookie-less future: How browser and mobile privacy changes will impact marketing, targeting and analytics
    Ian Thomas, Independent Consultant

    Recent and impending changes to the way that browsers and mobile platforms handle third-party cookies and ad IDs will have a profound impact on the digital advertising ecosystem. This paper examines these changes in the context of the development of the ad-tech and digital media industry, and concludes that while these developments may benefit users by protecting them from intrusive third-party tracking and targeting, they risk further consolidating power with the three dominant companies in the sector, namely Google, Facebook and Amazon, and advertisers and marketers will have to work hard to ensure they do not become over-dependent on these suppliers. At the same time, the changes offer an opportunity to move back to a better equilibrium between advertising and the content that it appears alongside, driving value for both advertisers and consumers..
    Keywords: privacy, cookies, ad-tech, Google, Facebook, Apple

  • Ethics and data governance in marketing analytics and artificial intelligence 
    Haniyeh Mahmoudian, Global AI Ethicist, DataRobot

    Recently, marketers have seized the opportunity to leverage the power of Big Data analytics, machine learning and artificial intelligence in their work. However, greater use of data is accompanied by increasing concerns and ethical challenges regarding aspects of data collection, data security and privacy. Implementing a data governance framework and standardising the data life cycle can help analytics-based marketing departments work more effectively, and to proactively address the concerns inherent in their operations. This paper discusses some of the current challenges and how data governance provides principles that organisations can use in their quest for a more robust approach to analytics-based marketing.
    Keywords: Big Data, analytics, data governance, artificial intelligence, machine learning, data ethics

  • Analytics redefined: How privacy is reshaping the industry 
    Cory Underwood, Analytics Engineer, Search Discovery

    This paper explores the recent impact of privacy on the analytics industry. It examines this impact from multiple perspectives, including analytics testing (eg effects on retention reports and cohort analysis, audience segmentation intelligence and device identification reports) and marketing (eg effects on campaign performance, remarketing and mobile apps). These impacts inform a basis for projecting what is to come in the future, what organisations need to know, and what they may need to do, including planning responses to developments in legal regulations, intelligent tracking prevention, network blocking and design; reconsidering teams and workflows; and prioritising training and education.
    Keywords: privacy, legal, development, analytics, measurement

  • Ethical and efficient consent management Capacity planning in marketing
    Doug Hall, Senior Director of Analytics, MightyHive

    The need for consent management on websites does not need to be a barrier to success. This paper discusses how ‘cookie banners’ offer an opportunity to start a conversation, and build a mutually valuable relationship with users. Collecting analytics data requires a responsible attitude with a human touch. By understanding technology, regulation and users’ needs, site owners can use consent management as a competitive advantage rather than a hindrance.
    Keywords: privacy, digital, marketing, data, analytics

  • The impact of evolving digital behaviours on the diffusion of marketing technology 
    Andy Betts, Marketing Consultant and Adviser

    As the transformation to digital has accelerated due to the global pandemic, companies are finding both challenges and opportunities in understanding and adapting to dynamically changing consumer behaviour. This paper discusses how organisations must adopt the right digital technology to better understand their customers and measure success.
    Keywords: digital behaviour, marketing technology, customer experience, digital interaction, COVID-19, analytics, measurement

  • How analytics is used in forecasting 
    Barry Keating, Professor Emeritus of Finance, University of Notre Dame

    Over the last decade, the science of forecasting has adopted the tools of the data scientist. Prediction today combines traditional demand planning models with the standard tools of machine learning. The result is much improved accuracy over the short term and an enhanced ability to account for the effects of major changes in the economic environment. On the flipside, researchers must now sort through much greater volumes of data in order to identify what might be useful to produce accurate forecasts. The application of machine learning solves what could be a major stumbling block here. So-called ‘data consolidators’ are now emerging to support forecasters by providing access to previously unknown data as well as the tools for using such data creatively. This paper will demonstrate how data from data consolidators may be used by analytics algorithms to improve the accuracy of forecasts.
    Keywords: analytics, forecasting, classification, prediction, supply chain, demand planning

  • Data and decisioning: It takes two to tango in customer experience
    Lisa Loftis, Principal, SAS Customer Intelligence

    The COVID-19 pandemic has induced a massive increase in digital activity, and consumers are demanding a new engagement model with both digital and physical aspects. To provide the best customer experience, this paper posits that brands will have to reach their customers with personalised interactions in real time. As this paper will discuss, this will require them to adapt their technology models to become more agile and more reliant on automation (decisioning) and analytics.
    Keywords: customer data platform, intelligent decisioning, artificial intelligence, marketing analytics, real-time analytics, Experience 2030

  • From marketing to neuromarketing: Ethical considerations
    Caterina Garofalo, President and Francesco Gallucci, Vice President, Italian Association of Neuromarketing

    This paper discusses the emerging field of neuroethics — broadly speaking, the ethical and social issues raised by advances in neuroscience — in the context of neuromarketing. The paper explains how the field is strongly influenced by current events and cultural consciousness. The authors build on the opinions proposed by some scholars, highlighting key considerations, starting with respect for privacy, transparency and, most urgently, the need to place the consumer at the centre of any business strategy and any project development.
    Keywords: neuromarketing, neuroethics, marketing, moral philosophy

  • Research papers
    Screening for self-directedness: A method for recruiting savvy analysts in a dynamic business environment 
    Jennifer L. Dapko, Assistant Professor of Marketing and Gregory J. Snyder, Adjunct Professor, Florida Southern College

    Analytics is changing at the speed of thought. If analysts are not capable of and motivated by self-directed learning, they will be left behind and their organisations will be left scrambling to keep up with their competitors. Even the best company-directed learning programmes cannot always keep pace with this change, and most analysts will find company-directed technical training falling short of their needs. Self-directed learning enables analysts to stay relevant and motivated in a quickly changing business world, and self-directedness is a key employee characteristic in creating adaptable and flexible organisations. This paper discusses ways in which hiring managers can screen analysts for self-directedness during the interview process. As important as it is for hiring managers to recruit a workforce with self-directedness, it is equally important to set up an environment where a self-directed learner can thrive and utilise those skills. Therefore, this paper will also discuss ways in which organisations can nurture self-directed learners once recruited.
    Keywords: self-directed learning, self-directedness, business analytics, analytics training, hiring analytics employees, employee motivation, employee learning

  • The importance of local culture in the marketing mix during low season in Bali
    Nyoman Gde Dewa Rucika, PhD candidate, I. Wayan Ardika, Lecturer, A.A.P. Agung Suryawan Wiranatha, Head of the Centre of Excellence in Tourism and Made Budiarsa, Head of Tourism Doctoral Study Programme, Udayana University

    Tourism in Bali has suffered greatly from the impacts of COVID-19. To address this problem, this paper proposes strategies to reinvigorate the sector. Specifically, it aims to determine the appropriate marketing mix for tourism during the low season. Research for the study was conducted with expert focus groups from April 2020 to October 2020. Following analytical hierarchy process analysis, the study finds that the promotion of local culture should play a greater part in the marketing mix. The authors therefore recommend that the regional government reschedule cultural events, such as the Bali Arts Festival, to the low season, as this should attract tourists interested in Bali’s unique local culture. The suggestion that local culture should play a greater role in the marketing mix may be extended to tourism destinations worldwide, as leveraging unique selling points is more cost-effective than strategies based primarily on discounts.
    Keywords: local culture, marketing mix, Bali, tourism, low season, analytical hierarchy process