Applied Marketing Analytics

Applied Marketing Analytics is the major professional journal publishing in-depth, peer-reviewed articles on all aspects of measuring and analysing marketing performance to improve its effectiveness.

High-quality Articles and Case Studies

Guided by its expert Editorial Board, each quarterly 100-page issue – appearing both in print and online – publishes detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research. High-quality articles and case studies demonstrate how major brands are collecting, interpreting and analysing marketing data across the full-range of digital and non-digital channels. Learn how to measure the effectiveness of your marketing initiatives more accurately and how to identify gaps in your marketing analytics program and what metrics support sound marketing decision making – and add to the bottom line.

Applied Marketing Analytics does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

Applied Marketing Analytics has been accepted for inclusion in the abstract and citation database, Scopus.

Applied Marketing Analytics is listed in Cabells' Directories of Publishing Opportunities.

Articles and Case Studies focus on key topics including:

Big Data analytics
Aligning marketing metrics with business goals
The value of social media to understand consumer behavior
Optimizing marketing value, retention and loyalty
Accountability, measurement and performance benchmarks in marketing
Online and offline marketing analytics, cross channel analytics and marketing mix analysis
Using analytics to inform content and marketing programs
Attribution of digital and social media effects
The new customer decision journey and the role of analytics
Data mining, warehousing, affinity analysis, predictive analytics and modelling
Business intelligence
Customer relationship management, segmentation, behavior and engagement
New technologies in marketing analytics
Corporate governance structure and marketing analytics
Compliance and regulation, including consumer privacy and the collection of data for analytics and measurement

Essential reading for Senior Management, Heads of Marketing Analytics, Heads of Branding, Heads of Marketing, Marketing Directors, Brand Managers and Marketing Managers, as well as SVPs, EVPs, VPs, Departmental Heads, Directors and Senior Managers in: