Applied Marketing Analytics

In the past two decades, social media has transformed the way marketers communicate with their customers. Customers have moved from traditional media to new media to gather information. The purpose of this paper is to explore the factors of social media communication and its impact on online corporate brand image. The descriptive study uses exploratory factor analysis (EFA) and stepwise regression on data collected from 651 social media users. The study extracted three factors in firm-created content and two factors in user-generated content. Further, the study showed that social media interactivity and user comments have the strongest impact on the online brand image of any company.

Talvinder Kaur

Sarbjit Singh Bedi

Applied marketing analytics

Exploring the factors of social media communication and their impact on online corporate brand image

探索社交媒体传播因素及其对线上企业品牌形象的影响

Martin Squires

Editorial

社论

Existing and emerging digital technologies provide marketers with more robust data and contextual knowledge that enables them to improve consumer receptivity to marketing communications and offers by more effectively targeting and personalising interactions. Consumers may grant permissions to many of these new technologies, allowing the technologies to gather extensive amounts of personal information without consumers fully realising what information is being collected and how this information is being applied. The explosive growth of these technologies requires better customer education, a more robust regulatory framework and greater transparency from marketers.

Carolyn Tang Kmet

Jonathan Copulsky

The future of personalisation: What new technologies are learning about customers

个性化未来：新技术正在了解客户的哪些方面

With the development of marketing's digital landscape, experimentation has become crucial for companies' business planning. Testing can now be set and delivered within seconds, making optimisations faster than ever. However, traditional models, such as A/B testing and multi-variate testing, face challenges as marketing professionals seek to expand experimentation to areas where controlled conditions cannot be met. Among these is the case of search engine optimisation (SEO) experimentation, an area that is steadily becoming a crucial element in modern marketing strategies. This paper explores the use of quasi-experimental designs to overcome these challenges, allowing for the collection of insights when traditional experimental setups are unfeasible. Examples are provided to show how quasi-experiments can be effectively applied in multiple SEO scenarios, assessing the performance of the treated pages and using correlation to generate comparable control groups. It advocates for a shift in the mindset of digital marketing professionals, stressing the importance of adaptability in experimental approaches, underscoring the necessity to embrace quasi-experimental designs in modern marketing strategies by highlighting their pivotal role in achieving data-driven insights in an increasingly complex digital world.

António Fernandes

Unlocking SEO testing insights: Leveraging quasi-experimental designs for effective experiments

解锁SEO测试洞察：利用准实验设计进行有效实验

Michael Wexler

Data democratisation means marketers have ever-greater access to data to help inform decisions. No longer in the hands of specialists, data is more readily available to use than ever before. However, despite increasing access to data tools, capabilities within marketing teams have not kept up with the pace of change. Investment in data tools will not lead to better data-enabled decision making unless supported by the right marketing capabilities. Critical thinking skills are often overlooked in data storytelling best practice, with more emphasis on visualisation and creative communications. However, it is the critical thinking skills that enable marketers to extract the value from data to ensure the stories both stand up to scrutiny and stand out from the noise. This paper focuses on the needs to build capabilities in three core areas:identifying the ‘so what?’ insights from the data, distilling insights into a few salient points of view and clarifying the ‘now what?’ recommendations.

Caroline Florence

The three critical thinking skills marketers need to excel at for impactful data storytelling

营销人员需要精通的三项关键思维技能，以实现有效的数据叙事

Manufacturers' attempts to signal quality via longer warranties can have unintended effects on independent retailers' behaviour in categories where extended service contracts (ESCs) are offered. The results of this research indicate that independent retailers are likely to promote brands with shorter rather than longer manufacturer warranties to maximise the likelihood of selling an ESC as an option. This research provides an explanation as to why manufacturers find it difficult to use warranty length as a signal of product quality. This research is based on a field study of brand shares of household appliances and consumer electronics by a major retailer over a ten-year period. The results have important implications for manufacturer and retailer marketing strategies.

Robert J. Fisher

Yu Ma

Barry Scholnick

Crossed signals: The negative effects of manufacturer warranty length on brand share in an independent retail channel

交叉信号：制造商保修期长度对独立零售渠道品牌份额的负面影响

After several delays, the end of unrestricted use of third party cookies is now drawing near, forcing all parts of the digital advertising industry to reconsider how they can drive campaign performance and inventory monetisation without gathering user data. Major browser-makers such as Google are deploying and testing technologies to replicate some of the key capabilities of cookies to enable advertisers to continue working as they have before but the industry needs to find a new way of thinking about driving campaign performance which relies less on the idea of finding the perfect audience and more on implementing a set of connected optimisation techniques that drive performance while maintaining privacy. Fortunately, recent developments in AI (artificial intelligence), especially Generative AI, provide some valuable techniques for achieving this, while at the same time improving the online experience for consumers by serving them more relevant ads that more closely match the context in which they are seen.

Ian Thomas

Embracing cookieless advertising with AI

拥抱无Cookie广告与人工智能

In the rapidly changing field of market research, identifying the key drivers of customer relationships is essential for enhancing business strategies and customer satisfaction. This paper explores the application of driver analysis, a critical methodology that assists businesses in pinpointing the crucial factors influencing customer behaviour and satisfaction. By effectively distinguishing impactful elements from less relevant ones, this technique enables more precise decision making and strategy development. The core of this paper introduces an innovative method for categorising drivers into primary and secondary groups, simplifying the complex data landscape and focusing on the most influential factors. This new grouping method significantly reduces the analytical complexity typically associated with traditional models, making the insights more accessible and actionable for businesses. A case study utilising the Kiwis Count survey — a comprehensive public service evaluation in New Zealand — serves to illustrate this methodology in a real-world context. By applying the proposed method to this survey, the paper provides a detailed examination of how various demographic groups perceive public services and what drives their satisfaction. The results reveal distinct patterns in how different demographics value aspects of service delivery, from staff competence to trust and transparency. By focusing on the most impactful drivers, organisations can allocate resources more effectively, enhance customer experiences and ultimately achieve greater customer loyalty and success.

Michael Dupin

Sophia Tannir

Overcoming analysis paralysis in bulk: Efficient methods for extensive key driver analyses

克服批量分析瘫痪：高效的大规模关键驱动因素分析方法

Paul Lima

What customer experience professionals should be doing as the battle lines between capitalism and individual rights continue to take shape

随着资本主义与个人权利之间的界限不断形成，客户体验专业人士应该做些什么

涉及主题	计算机科学业务营销数据科学数据挖掘数据库分析政治学经济广告法学数学
出版信息	出版商: Henry Stewart Publications，出版周期: ，期刊类型: journal，开源期刊: 否
基本数据	创刊年份: 2018，原创研究文献占比: 0.00%，自引率:N.A.， Gold OA占比: 0.00%

Applied Marketing Analytics

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Exploring the factors of social media communication and their impact on online corporate brand image

Editorial

The future of personalisation: What new technologies are learning about customers

Unlocking SEO testing insights: Leveraging quasi-experimental designs for effective experiments

Editorial

The three critical thinking skills marketers need to excel at for impactful data storytelling

Crossed signals: The negative effects of manufacturer warranty length on brand share in an independent retail channel

Embracing cookieless advertising with AI

Overcoming analysis paralysis in bulk: Efficient methods for extensive key driver analyses

What customer experience professionals should be doing as the battle lines between capitalism and individual rights continue to take shape

ISSN	2054-7544, 2054-7552
h-index	5