*This is a call for paper proposals*
Applied Marketing Analytics Special Issue:
Locational Analytics: Enhancing Customer Experiences by
Listening and Responding to Interactive Communication
Guest Editors:
Don E. Schultz and Martin P. Block
Professors, Integrated Marketing Communications Department,
Northwestern University
Submission Deadline: June 16, 2017
Of all the new and developing communication technologies, one which appears to have the greatest value to both marketers and their customers in today’s interactive marketplace is “Locational Analysis”. Simply put, the technology consists of new capabilities made possible through interactive digital platforms, methodologies and systems which enable spatial identification or recognition of customers, prospects or other factors based on their specific geographical location. That location can come from mobile telephones or other devices or through electronic techniques which enable spatial triangulation.
Locational Analysis is what enables consumers to find themselves and their locations on Google Maps and what allows Uber drivers to identify their specific location and those of customers. The various technologies enables a retailer to identify prospective customers who are in the vicinity of their retail store and send a digital message inviting the prospect to stop in for a special offer. And, there are a host of other emerging applications which makes the technology seem almost unlimited. Case studies of successful locational analytics are particularly encouraged.
While Locational Analysis is widespread and growing rapidly, since it is so new to the marketing field and employs a number of specific technologies (which are often driven by or dependent on patented or restricted software), it has not received the academic or professional attention it deserves. That seems to be particularly true in the field of marketing.
In this special issue of Applied Marketing Analytics, we are inviting innovators, academics, software developers, consultants and others who are working in the area to share their knowledge on what Locational Analysis means, how it works, how it is being used and most importantly, what new areas/opportunities might provide potential for development and discussion. We are particularly interested in case histories or examples of Locational Analysis success stories. We should note however, our interest is in marketing use and marketing applications, not just the technologies employed.
This call is not restricted to just the consumer marketplace and use of Locational Analysis. Indeed, the methodologies being employed can range widely in service firms, business-to-business and even not-for-profit organizations. For example, Locational Analysis is widely used in allied fields such as logistic, distribution systems, vehicle tracking and the like. Tracing product shipments, creating delivery routes for distribution companies, tracking over-the-road trucks and their locations, creating best locations for stores and other retail facilities, tracking storms and predicting their pathways for social protection and hundreds of other applications which enable spatial relationships as are currently in use or can be imagined are all encouraged. While perhaps not yet applied to marketing, these are all areas where Locational Analysis can provide new insights and offer solutions to situations where knowing and tracking geographic locations become critical.
Locational Analysis as we view it, goes well beyond simply tracing or tracking the location of customers through digital devices. For retailers, it offers great potential to better understand shopper patterns in store, to identify and manage customer migration routes to existing retail properties and perhaps most important of all, managing customer experiences inside the store through RFID and other locational tracking applications. The methods employed can include anything from machine learning to traditional spatial analysis modeling. In short, we believe Locational Analysis is limited only by the imagination of the planner and designer and the value these systems bring to both buyers and sellers together for mutual benefit. Consumer privacy is an issue of growing concern and cases or discussions in this area are encouraged.
Issues that articles or case studies might address include a wide spectrum of marketing and marketing related areas. Following are just a few of the topics that might be addressed.
Retailing:
- External to the store – proximity solicitations
- In-store locational tracking by department
- Use in combination with RFID
- Shopper tracking prior to store entry
- Shopper journey tracking
- Geo-conquesting
- Use of proximity beacons
- Meal planning and shopper list development
- Department tracing and tracking
- In-store coupon distribution and redemption
- Surveys to identify what customers really value
- Enhance in-store design based on shopper traffic patterns
- Impact of store design based on shopper tracking
- Calculation of customer wait-times
- Store staffing by department
Manufacturers:
- Shopper journeys – prior to retail and through the stores
- Development of on-shelf displays and planograms
- Store counts and display distribution by retailers
- Tracking impact of in-store displays
- Distribution of digital coupons
- In-store discount distribution and redemption schemes
- Success of new product introductions and by whom
- Product abandonment in store
Consumer Behavior and Activities:
- Voice and facial recognition
- Verifications of identity
- Loyalty card usage and non-usage
- Customer inquiries and shopper directional activities
- Shopping patterns and store locations
Logistics:
- Internet of Things – tracking and monitoring products and services
- Tracking of shipped products
- Fleet management – location of trucks and drivers
Submission Guidelines
The following types of articles will be considered for publication:
Practice Articles: Thought pieces, best practice articles, case studies, new approaches, technologies, techniques, market and consumer research, legal and regulatory updates and other contributions written by practitioners, consultants, technologists, software designer and the like. While applications and commercial implementations are welcome, they must use or be based on open sources which can be acquired by readers and applied with limited external support.
All case studies must address the following questions.
- What has worked?
- Why has it worked?
- What lessons were learned?
- How could it be done elsewhere?
- No cases which include “black box” solutions or where proprietary or non-sharable software is a primary ingredient in the solution will be accepted.
Practice articles should be 2,000 to 5,000 words in length. This includes chart/graphs and references.
Research Papers: Contributions which explore new models or markets, theories and applied research in marketing analytics and strategy are preferred. Research papers must have clear implications for professionals and business practices or provide an academic alternative to existing marketplace solutions. Research papers should be around 6,000 words in length.
All submissions will be blind, peer-reviewed to ensure they are of direct, practical relevance to those working in the field.
Further guidance on manuscript submission can be found at: http://www.henrystewartpublications.com/ama/instructions
The deadline for the submission of articles to this special issue is June 16, 2017. Submissions should be sent to Julie Kerry, the Publisher, at julie@hspublications.co.uk. Questions about this issue and proposals for papers should be directed to the Guest-Editors: Don Schultz at dschultz@northwestern.edu and Martin Block at mp-block@northwestern.edu as well as the Publisher Julie Kerry at julie@hspublications.co.uk.