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Description: Applied Marketing Analytics is the major professional and research journal publishing in-depth, peer-reviewed articles, case studies and research papers on all aspects of measuring and analysing marketing performance to improve its effectiveness. Subjects covered include: Big Data marketing analytics; AI and marketing; aligning marketing metrics with business goals; consumer behaviour; optimizing marketing value, retention and loyalty; KPIs and performance benchmarks in marketing; analytics in advertising; social media marketing analytics; content marketing analytics; attribution in marketing; the customer decision journey and analytics
Series handle: RePEc:aza:ama000
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Content
January 2015, Volume 1, Issue 2
October 2014, Volume 1, Issue 1
- 4-5 Editorial - Generative AI and its impact on marketing analytics: A special issue
by Unknown
- 6-12 The challenge of digital marketing attribution across internet devices
by Hogan, Christopher
- 13-20 Beyond sales and awareness: Using marketing analytics for improved health engagement and outcomes
by Fogarty, David & Harrison, Peter & Jing, Lin & Yip, Sam
- 21-31 Conceptual reasons beyond technology for the delayed progress and innovation in marketing science
by Alcaraz, Rafael
- 32-41 Will personal data in the hands of individuals revolutionise analytics?
by Strong, Colin
- 42-52 An analytical framework for social media customer service
by Kwartler, Ted
- 53-57 A net present value model with application to target marketing
by Qu, Jingjing & Chen, Yumin
- 58-65 How mobile brands are applying a longitudinal customer view to understand and influence behaviours
by Albert, Lara
- 66-74 A framework of purpose and consent for data security and consumer privacy
by Pols, Aurélie & Schiffers, Oliver
- 75-80 How Orbitz tackled the long tail problem in online marketing optimisation
by Lu, Wenqing
- 81-102 Using big data file fusion to determine the effects of social media on retail brand preference
by E. Schultz, Don & P. Block, Martin
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