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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 3 / 2017

Editorial

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Opinion piece

Papers

Marketing performance management: How best-in-class marketing organisations prove marketing’s value
pp. 206-225(20)
Authors: Patterson, Laura; Kilgore, Patrick; Miller, Rick

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The case for multi-touch attribution in the age of people-based marketing: Why it matters (and why it is hard)
pp. 226-238(13)
Authors: Stuart, Greg; Rubinson, Joel; Bakopoulos, Vassilis

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Gains: An R package for gains tables and lift charts
pp. 255-263(9)
Author: Rolling, Craig A.

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Exploring the effect of weather targeting on online advertising effectiveness: A field experiment
pp. 264-275(12)
Authors: Weißmüller, Felix Rafael Maria; Schrempf, Fabian Peter Walter; Bornemann, Stefan

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