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Applied Marketing Analytics is the major new professional journal publishing in-depth, peer-reviewed articles on all aspects of marketing analytics. Guided by an expert Editorial Board each quarterly 100-page issue - published both in print and online - features detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research showing how major brands are collecting, interpreting and acting on marketing analytics, both around the world and across varied digital and non-digital marketing channels. Learn how to measure the effectiveness of your marketing initiatives more accurately, how this compares to your competitors, identify gaps in your marketing analytics program and what metrics that support sound marketing decision making - and add to the bottom line.

Publisher: Henry Stewart Publications

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Volume 3 / Number 2 / 2017

Editorial

Editorial
pp. 100-101(2)

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Papers

Marketing technologies, customer data and analytics: Enabling responsive customer journeys and scalable marketing processes
pp. 102-111(10)
Authors: Copulsky, Jonathan; Richardson, Shawn; Simone, Michael

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Building a successful marketing analytics organisation
pp. 112-122(11)
Author: Young, John

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Vigilant marketing: Catching fleeting opportunities for growth spurts
pp. 130-138(9)
Authors: Hanssens, Dominique M.; Wang, Fang; Zhang, Xiao-Ping

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Analytic transformation: How to profit from a data deluge
pp. 139-145(7)
Authors: Bughin, Jacques; Macias-Lizaso, Gloria

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Generating business-to-business leads: How to reach the people behind the logo
pp. 163-171(9)
Authors: Ahlemeyer-Stubbe, Andrea; Müller, Agnes

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Brand segmentation using implicit brand measures
pp. 172-182(11)
Authors: Vriens, Marco; Alves, Alessandro Martins; Chen, Song

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