Forthcoming content

A selection of articles and real-world case studies scheduled for Volume 10 of Applied Marketing Analytics - consisting of four 100-page issues in both print and online - includes:

• The evolution of digital marketing in the era of AI
  Kelly Cutler, Business Leader, Author and Educator, Northwestern University
• Customising generative AI: Harnessing document retrieval and fine-tuning alternatives for dynamic marketing insights
  Dakota Crisp, Senior Manager of Data Science, Jacob Newsted, Data Engineer and Data Scientist, Brendon Kirouac, Data scientist, Danielle Barnes, Senior Director of Data Science, Catherine Hayes, Senior Director of IT & Jonathan Prantner, Chief Analytics Officer, OneMagnify
• The four Cs of B2B targeting: Shrinking the audience bull's eye with customer, competitive, category and company signals of intent
  Stephen Diorio, Managing Director, The Revenue Enablement Institute & Senior Fellow, AI, Wharton Customer Initiative, The Wharton School
• Improving Voice of the Customer Analysis with Generative AI
  Jim Sterne, Business Scaling Consultant, Online Marketing Analytics & Founder, Marketing Analytics Summit and Thomas H. Davenport, President's Distinguished Professor of Information Technology and Management, Babson College & Co-founder, International Institute for Analytics
• Strategies to mitigate hallucinations in Large Language Models
  Ranjeeta Bhattacharya, Senior Data Scientist, AI Hub, BNY Mellon
• Creating frictionless customer journeys
  Stephanie Burton, Principal Consultant, Digital Strategy - Analytics & Optimization, Adobe
• Data-driven personalisation for websites/apps/chatbots and ads
  Carolyn Tang Kmet, Associate Professor, Northwestern University Medill School & Jonathan Copulsky, Senior Lecturer, Medill School of Journalism, Media, Integrated Marketing Communications, Kellogg School of Management
• The implications of generative AI on search and the ripples this may have on website traffic
  Laura Patterson, President, VisionEdge Marketing
• Predicting maintenance costs of an IT system using AI
  Nathan Bosch, Machine Learning Engineer, Lyft, Emmanuel Okafor, Postdoctoral Researcher, SDAIA-KFUPM Joint Research Center for Artificial Intelligence, King Fahd University of Petroleum and Minerals, Marco Vriens, CEO, Kwantum & Lambert Schomaker, Professor in Artificial Intelligence, University of Groningen
• Cookieless targeting and tracking
  Ian Thomas, Chief Data/Analytics Officer
• Promoting data fluency by empowering organization's data skills
  Patrick Leary, Creative Director
• The 3 critical thinking skills marketers need to excel at impactful data storytelling
  Caroline Florence, Founder, Insight Narrator
• AI and the impact on the data analyst role
  Lucy Spooner, Customer Analytics Director, Realise Unlimited
• CDPs and the measurement gap
  David M. Raab, Founder, CDP Institute
• AI in marketing: Performance, efficiency and ethics
  Simon Kingsnorth, CEO, SK & Author, Marketing Expert & Trainer
• The power of clarity: Understanding how the effective use of data storytelling can improve the decision-making process
  Giovanna Fischer, Independent Consultant and Founder, Escola de Insights
• Navigating compliance and regulations in marketing analytics: Upholding ethical standards and consumer trust
  Animesh Kumar Sharma, Research Scholar & Rahul Sharma, Professor, Lovely Professional University