A decade of marketing analytics and more to come: JMA insights

The Journal of Marketing Analytics was created in 2013 by Palgrave Macmillan from the merger of the Journal of Targeting, Measurement, and Analysis for Marketing (20012012) and the Journal of Database Marketing and Customer Strategy Management (20012012) (ABDC), with Dr. Tom Breuer as its first editor-in-chief. The JMA team would like to thank Dr. Tom Breuer for his work and innovative thinking in starting this project. The JMA is a peer-reviewed journal that publishes four print and online issues per year, provides a single accessible resource for the rapidly changing field of marketing analytics, combines the best of applied scientific research and commercial best practices, and covers targeting, segmentation, big data, customer loyalty, CRM, data quality management, marketing strategy, and more. The journal also includes sophisticated analytic approaches, such as fuzzy-set qualitative comparative analysis, product reviews, and multilevel modeling to improve neighborhood targeting. It provides a means to stay informed about this rapidly changing field and leverage the power of data to achieve sustainable competitive advantage.