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DMA Analytics Journal Author Guidelines

The Analytics Journal is an annual publication by the Analytics Community of the DMA (Data, Measurement, and Analytics Division of the ANA (Association of National Advertisers).

The Journal, available digitally and in print, reaches an influential audience of marketing analytics professionals and marketing leaders among the nearly 2,000 member companies of the DMA. The Journal is promoted and distributed at DMA networking events, seminars and conferences throughout the year.

The goal of the Journal is to be a leading source of knowledge and new ideas about direct marketing analytics, Big Data and advanced analytics for the industry and our members. The Journal publishes original articles written by experienced industry practitioners, data scientists as well as academicians in the direct marketing field. It covers a wide range of topics, including new approaches to analytics, advances in statistical methodologies, new ways to leverage data, contact strategies, channel/content optimization, metrics and relevant case studies.

We would also consider academic research papers that may have been published previously, but might appeal to a wider set of readers. With the Authors’ permission, we would edit a technical or academic article to increase its appeal to a practitioner-based audience.

We expect all articles to discuss the technique used AND how it was applied to real marketing situations, the results and impact.

Suggested Topics:
We’re open to a variety of articles, on topics such as, but not limited to:

  • Incremental Response Modeling
  • 2-stage Modeling Methodologies
  • Strategies for Ensemble Modeling
  • Bayesian experimental designs for marketing campaigns
  • AI, AR, VR, VI
  • Social media/Text analytics/Unstructured data
  • Open data
  • The Internet of Things
  • Wearables
  • Mobile technology and analytics
  • Marketing automation
  • Analytics for combining offline and online data
  • Analytics for email, mobile, and social media marketing
  • Media optimization
  • Pricing optimization
  • Analytics for Industry-specific businesses i.e. nonprofits, retail, etc.
  • Analytics for small- to medium-sized businesses
  • Integrating quantitative marketing data with survey-based research
  • Marketing-related data governance or privacy issues
  • Taking analytics beyond response modeling
  • Strategies to define the target variable
  • Analytics to support credit-based marketing
  • Data strategy
  • Big Data challenges and solutions
  • Streaming data
  • Real time analytics
  • Data Visualization
  • Advanced Marketing Analytics Case studies

The process for submitting an article for Analytics Journal publication:

1. An ABSTRACT of your article should be submitted as an MS Word file attachment and/or in an email by the date indicated below to Leo Kluger lkluger@us.ibm.com or DMACommunities@ana.net.

2. Once you receive approval, a draft copy of the article (See #3) must be submitted without letterhead graphics as an MS Word file attachment in an email to Leo Kluger lkluger@us.ibm.com or DMACommunities@ana.net.

3. The draft article should be up to approximately 4500 words long (less is okay) and include the following sections:

  • Title
  • List of author names and their associated companies/institutions
  • Short abstract
  • Introduction/background
  • Main body of the article in one or more sections
  • Conclusion
  • Optional acknowledgement section
  • References (also optional)
  • Short author(s) bios, headshot optional which may include an contact email and company url.

4. Please direct the article to an analytic practitioner audience — the analysts, data scientists, analytic managers and their executives who work in or lead Market Intelligence / Market Insight departments, actually producing and socializing data-based analyses and business intelligence.

5. The reference section, if needed, should follow this format

  • A citation page. Citations should appear as numerals in superscripts in the proposal abstract body, and then be listed individually on a separate citation page. The format of a citation depends on its source.

    If the source is a book, the format should be: author names (last name followed by a comma and a first initial, with authors separated by commas), title of the book cited in double quotes, edition number (if not the first edition), page number or page range, publisher, and the year of publication in parentheses. An example is: Cody, R. and Smith, J., “Applied Statistics and the SAS Programming Language,” 5th ed., pg. 183-196, Pearson Prentice Hall, (2006).

    If the source is a journal article, the format is: author names (last name followed by a comma and a first initial, with authors separated by commas), title of the article cited in double quotes, journal name (in italic type), volume/issue number, page number or page range, and the year of publication in parentheses. An example is: Rubin, D. “Inference and Missing Data,” Biometrika, Vol. 63, No. 3, 581-592, (1976).

  • Footnotes should be avoided.
  • Important: All graphs, charts, and photos should be clearly labeled with READABLE point size, double proofed for errors, and embedded in the Word document as well as submitted in separate attachments in appropriate file formats. For example, photos can be submitted as jpg file attachments and charts in Excel files, etc.

6. Article drafts will be reviewed and edited by the Journal Editors and sent back to authors to review, and make changes for final approval. DMA will then forward final approved articles to a professional proofreader to review and make any necessary edits.

7. A license and release form will be sent to authors with the edited draft. By signing and returning the signed form to DMA, the author represents and warrants, among other things, to the Association that the work is the author’s own original work; that the author is the sole owner of the work and all of the rights herein granted; that the author has the full right and power to make this release and license; and that the work does not violate any copyright, proprietary, intellectual property or personal rights of others.

8. New Deadlines for the 2019 Journal:

Abstract Proposals March 29, 2019
Acceptances Announced week of April 14, 2019
Articles Due (first draft) May 17, 2019
Revisions Back to Authors By December 28, 2018
Final Articles, Ad artwork No later than June 3, 2019
Publication Expected July/August 2019

Thank you. Please contact Leo Kluger or DMACommunities@ana.net with any questions.

DMA 2019 Analytics Journal Editorial Board:

Leo Kluger
Program Director, Business Analytics Transformation

Devyani Sadh, Ph.D.
CEO & Chief Data Officer
Data Square

Matt Ryan
Director of Database Analytics
ALSAC/ St. Jude Children’s Research Hospital

Tomeka Hill
Lead Data Scientist and Associate Director of Workforce Analytics

John Friedmann,
Manager Analytics

Peter Zajonc
Pinpoint Targeting

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