Journal of Marketing Analytics

期刊简介：Data has become the new ore in today’s knowledge economy. However, merely storing and reporting are not enough to thrive in today’s increasingly competitive markets. What is called for is the ability to make sense of all these oceans of data, and to apply those insights to the way companies approach their markets, adjust to changing market conditions, and respond to new competitors.Marketing analytics lies at the heart of this contemporary wave of data driven decision-making. Companies can no longer survive when they rely on gut instinct to make decisions. Strategic leverage of data is one of the few remaining sources of sustainable competitive advantage. New products can be copied faster than ever before. Staff are becoming less loyal as well as more mobile, and business centers themselves are moving across the globe in a world that is getting flatter and flatter.The Journal of Marketing Analytics brings together applied research and practice papers in this blossoming field. A unique blend of applied academic research, combined with insights from commercial best practices makes the Journal of Marketing Analytics a perfect companion for academics and practitioners alike. Academics can stay in touch with the latest developments in this field. Marketing analytics professionals can read about the latest trends, and cutting edge academic research in this discipline.The Journal of Marketing Analytics will feature applied research papers on topics like targeting, segmentation, big data, customer loyalty and lifecycle management, cross-selling, CRM, data quality management, multi-channel marketing, and marketing strategy.The Journal of Marketing Analytics aims to combine the rigor of carefully controlled scientific research methods with applicability of real world case studies. Our double blind review process ensures that papers are selected on their content and merits alone, selecting the best possible papers in this field.

【译文】数据已成为当今知识经济的新矿藏。然而，仅仅存储和报告是不够的，在日益竞争激烈的市场中生存需要能够理解这些数据海洋的能力，并将这些见解应用于公司如何进入市场、适应市场变化以及应对新竞争对手的方式。营销分析是这一当代数据驱动决策浪潮的核心。公司不能再依赖直觉来做出决策。战略性地利用数据是少数剩余的可持续竞争优势来源之一。新产品可以被更快地复制。员工忠诚度下降，流动性增加，而商业中心本身也在全球范围内移动，世界变得越来越平坦。《营销分析杂志》汇集了这一新兴领域的应用研究和实践论文。将应用学术研究与商业最佳实践的见解相结合，使《营销分析杂志》成为学者和实践者 alike 的完美伴侣。学者可以了解该领域的最新发展。营销分析专业人士可以了解最新的趋势和该学科的前沿学术研究。《营销分析杂志》将展示关于目标、细分、大数据、客户忠诚度和生命周期管理、交叉销售、CRM、数据质量管理、多渠道营销和营销策略等主题的应用研究论文。《营销分析杂志》旨在将严格控制科学研究方法的严谨性与现实世界案例研究的适用性相结合。我们的双盲评审过程确保论文仅根据其内容和优点进行选择，选择该领域最佳可能的论文。