Call for articles - Special Issue: Customer Data in Marketing Analytics

Special Issue: Customer Data in Marketing Analytics

Guest Editors:  Oliver Schiffers, Head of Customer Data Consulting, adesso

Submission Deadline: 28th June, 2024

Customer data platforms provide brands with an opportunity to conduct advanced analysis and personalisation  by focusing on deeper behavioural understanding, unifying customer data and providing a full view of customer interactions and preferences. If these insights are used in the right way, these platforms can provide customers with a better experience, aligned to their preferences and privacy requirements. These new technologies will have a profound impact on how marketing analysts and marketers use new segmentation and measurement capabilites, and develop an advanced set of methodologies and use cases from these new data sets. Moreover, a customer and behavioural data stategy is an essential foundation for enabling a fully-fledged customer experience and a considered AI strategy.

This special issue of Applied Marketing Analytics invites practitioners, academics, and industry researchers to initiate and develop the discusson on how customer data can help to understand, orchestrate and optimize marketing analytics for websites and digital channels.  Potential topics could include: 

  • How does marketing analytics profit from customer data platforms and richer behavioural data?
  • The influence of offline customer data on attribution and media mix modelling
  • What self-service capabilities, visualisations and user interfaces have evolved to support the marketing analyst?
  • How does customer identity support a better understanding of ROAS?
  • The benefit of an improved  understanding of joint customer data across sales and marketing roles
  • First and Zero Party Data of customers and their impact on marketing analytics
  • How to use orchestration and activation techniques with  customer data to improve marketing analytics
  • How has the segmentation of customer data and behavioural data evolved?
  • Data production as a key lever in a customer and behavioural data strategy
  • Understanding CLTV (and other KPIs) better with the right behavioural and customer data
  • How can data clean rooms contribute to a customer data strategy?
  • Customer data as a foundation of AI in marketing analytics
  • What is the scope and usage of behavioural data from customers in analytics and marketing?
  • How does the customer experience benefit from better customer data?
  • How do privacy requirements and the customer value exchange influence how customer data is understood?

Submission Guidelines

The following types of articles will be considered for publication: 

Practice Articles: Thought pieces, best practice articles, case studies, new approaches, technologies and techniques, market and consumer research, legal and regulatory updates, and other contributions written by practitioners. All case studies must address the following questions: What has worked? Why has it worked? What lessons were learned? How could it be done elsewhere? Articles should be 3,000 to 5,000 words in length.

Research Papers: Contributions which explore new models, theories and applied research in marketing analytics and strategy. Research papers must have clear implications for professionals and business practice. Research papers should be around 6,000 words in length.

All submissions will be blind, peer-reviewed to ensure they are of direct, practical relevance to those working in the field. 

The deadline for the submission of articles to the special issue is 28th June, 2024.

All article submissions should be sent to the Publisher, Julie Kerry at, more specific guidance for authors on format and style can be found at:

Questions about this issue may be directed to the guest-editor Oliver Schiffers at and Julie Kerry.