If you haven’t heard of this before, and you are a marketing analytics/data science practitioner, this is a resource for you. Published annually the Data and Marketing Association Journal is juried by statistical experts in the fields of direct and digital marketing. The original articles are written by data scientists, academicians and experienced practitioners in the marketing analytics field. Each article covers data driven advanced analytic methodologies as well as case studies for optimizing marketing strategy. The Journal is published by the DMA Analytics Community whose members share knowledge on structured and unstructured data, attribution, behavioral, mobile and predictive analytics, AI, VR, AR and IoT developments.
Here is a sampling of the articles in the 2017 Journal:
Section I: Advanced Analytic Techniques
A Risk with Statistical Pricing Models, by Bryan Peters, Killer Creek Marketing Analytics
An Analytical Solution for Customized Lifecycle Marketing, by Tim Sweeney, Senior Director, Marketing Analytics and Yin Chen, Senior Manager, Predictive Analytics, Alliance Data
How to Combine Market Level and Customer Level Data to Understand Individual Conversion Behavior, by Dirk Beyer, PhD, Vice President of Data Science Research, Neustar
Machine Learning Innovation on Programmatic Media, by Ari Sheinkin, Sachin Pai, Subrata Chatterjee, Mike Reid and Scott Zales, IBM
Section II: Strategic Practitioners
Mitigating the Impact of Ad Fraud on Data Quality and Analytical Validity, by Augustine Fou, PhD, Independent Cybersecurity and Ad Fraud Researcher, Marketing Science Consulting Group, Inc.
LoudMenu, A Natural Language Processing Platform for Dining Menu Text Analytics, by Paraskevas V. Lekeas, PhD, Principal Architect, Emerging Business Accelerator Venture, Cognizant Technology Solutions
Order your 2017 Journal, free to DMA member companies and $49 to non-members for the online version, $69 for a hard copy.
Smith Hanley Associates Executive Recruiter, Jacque Paige, is the Content Chair for the DMA Analytics Community and a leader in sourcing articles and authors for each year’s journal. Reach out to her if you would like to contribute an article for 2018: jpaige@smithhanley.com or 203.319-4310. Reach out to her as well if you have a hiring need or wish to conduct a job search in the statistical field. Smith Hanley Associates has eight recruiters who work only in the analytical area day in and day out.
