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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 5 / Number 3 / 2020

Editorial

Applying artificial intelligence to marketing decision-making
pp. 196-197(2)
Author: Mazze, Edward M.

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Paper

Optimising the impact of promotional activity
pp. 198-209(12)
Author: Bunn, Colin

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How to leverage internet of things data to generate benefits for sales and marketing
pp. 233-242(10)
Authors: Ahlemeyer-Stubbe, Andrea; Müller, Agnes

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Segmenting consumers based on willingness to share data for marketing purposes
pp. 243-255(13)
Authors: Block, Martin P.; Schultz, Don E.

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Adaptive methods for creating consumer lifestyle models
pp. 266-281(16)
Author: Karasev, Alexander P.

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Book review

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