Adviso publishes a second article in the Journal of Applied Marketing Analytics - Adviso

The article, entitled “Adapting the enterprise data lake architecture for marketing analytics,” appeared in volume 6, 1 65–72 of the most recent edition of the Journal of Applied Marketing Analytics.

In the article, Roger Kamena, Vice-President, Analytics and data science, proposes an infrastructure capable of maximizing the economic contribution of a company’s marketing data, while simultaneously enriching its overall business intelligence. This architectural approach is presented as an innovation in marketing analytics, given that data lakes have traditionally been used to process a company’s business intelligence or operational data.  

Adviso submitted its first article for publication in the journal in 2019, concerning the development of its new prescriptive analytics model, the delta opportunity index. 

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This article was first published in Applied Marketing Analytics Vol. 6 No. 1 and is reproduced with the permission of the publisher Henry Stewart Publications LLP, London, UK. For more details of Journal of Risk Management in Financial Institutions go to: https://www.henrystewartpublications.com/ama