Unlocking Local Visibility Simple Steps to Google Business Profile Automation

Local SEO is the lifeblood of small to medium businesses (SMBs) aiming to connect with customers in their vicinity. In today’s digital marketplace, appearing prominently in local search Meaning ● Local Search, concerning SMB growth, designates the practice of optimizing an SMB's online presence to appear prominently in search engine results when users seek products or services within a specific geographic area. results isn’t just advantageous; it’s absolutely essential. Google Business Profile Meaning ● Google Business Profile, or GBP, serves as a critical digital storefront for Small and Medium-sized Businesses seeking local visibility. (GBP) is the cornerstone of this local visibility. It’s the first impression many potential customers will have of your business online.

Managing and optimizing your GBP listing, however, can be time-consuming, pulling valuable resources away from core business operations. This is where automation, specifically through the Google Business Profile API, steps in as a game-changer. Many SMB owners are hesitant about APIs, picturing complex coding and technical hurdles. The reality is, automating your GBP doesn’t require a computer science degree. With the right approach and readily available tools, you can streamline your local SEO Meaning ● Local SEO represents a vital component of digital marketing focused on optimizing a Small and Medium-sized Business's online presence to attract customers within its local geographic area. efforts, freeing up time and resources while amplifying your online presence.

Understanding the Power of Google Business Profile API

The Google Business Profile API Meaning ● The Google Business Profile API empowers Small and Medium-sized Businesses (SMBs) to manage their business information on Google programmatically, enabling automation of listings updates, review management, and performance tracking. is essentially a digital bridge that allows different software applications to interact directly with your GBP listing. Think of it as a set of instructions that allows authorized tools to make updates, retrieve data, and manage various aspects of your GBP automatically. Without the API, every update ● from changing your hours to posting a new offer ● would need to be done manually through the GBP dashboard. This manual process is not only time-intensive but also prone to inconsistencies and delays, especially for businesses managing multiple locations or with frequent updates.

Key Benefits of GBP API Automation Meaning ● Automation for SMBs: Strategically using technology to streamline tasks, boost efficiency, and drive growth. for SMBs ●

• Time Savings ● Automate repetitive tasks like posting updates, responding to reviews, and managing business information, freeing up staff for customer-facing activities.
• Consistency ● Ensure your GBP listing is always up-to-date and accurate across all locations, maintaining a professional and reliable online presence.
• Efficiency ● Streamline workflows and reduce manual errors, improving overall operational efficiency.
• Scalability ● Easily manage and optimize GBP listings for multiple locations as your business grows, without a proportional increase in manual workload.
• Enhanced Customer Engagement ● Respond to reviews and customer inquiries more promptly, fostering better customer relationships and building trust.
• Data-Driven Insights ● Access and analyze GBP performance data programmatically, gaining valuable insights into customer behavior and optimizing your local SEO strategy Meaning ● Local SEO for SMBs: Strategically optimizing online presence to attract local customers and drive business growth in a defined geographic area. based on real-time information.

Automating GBP through the API empowers SMBs to maintain a dynamic and optimized local online presence Meaning ● Online Presence, within the SMB sphere, represents the aggregate digital footprint of a business across various online platforms. with minimal manual effort, leading to improved visibility and customer engagement.

Essential First Steps Setting Up for Automation

Before diving into automation, a few foundational steps are necessary to ensure a smooth and secure process. These steps might seem slightly technical initially, but they are crucial for establishing the connection between your GBP and automation tools. Don’t worry; we’ll break it down into easily manageable actions.

1. Google Account and Business Profile Verification

This might seem obvious, but it’s the starting point. Ensure you have a Google account associated with your business and that your Google Business Profile is fully verified. Verification confirms you are the legitimate owner of the business and have the authority to manage its online presence. If you haven’t verified your GBP yet, Google provides a straightforward verification process, usually involving a postcard or phone call.

2. Enabling API Access in Google Cloud Console

To use the GBP API, you need to enable it within the Google Cloud Console. This is Google’s platform for cloud services, and it’s where you’ll manage API access. Here’s a simplified breakdown:

1. Go to Google Cloud Console ● Navigate to the Google Cloud Console (console.cloud.google.com) and sign in with your Google account.
2. Create a Project ● If you don’t have a project already, create a new one. A project is a container for your Google Cloud resources. Name it something relevant like “GBP Automation Project”.
3. Enable the Google My Business API ● In the Cloud Console, go to the “Navigation menu” (usually three horizontal lines in the top left), then “APIs & Services” and “Library”. Search for “Google Business Profile API” and click “Enable”.
4. Create Credentials ● After enabling the API, go to “Credentials” in the “APIs & Services” section. Click “Create Credentials” and choose “API key”. This API key is your digital access key to the GBP API. Restrict the API key to only the “Google Business Profile API” for security.

Keep your API key secure and treat it like a password. Do not share it publicly.

3. Choosing the Right Automation Tools for Your Needs

The market offers a variety of tools that leverage the GBP API for automation. For SMBs just starting, focusing on user-friendly, no-code or low-code options is highly recommended. These tools often provide intuitive interfaces and pre-built integrations, minimizing the need for technical expertise. Consider tools that offer features aligned with your immediate needs, such as:

• Social Media Management Platforms ● Some platforms like Buffer, Hootsuite, or SocialPilot have integrations that allow you to schedule GBP posts Meaning ● GBP Posts, within the SMB context, refer to content published on a Google Business Profile (GBP) listing, utilized strategically to enhance local SEO and direct customer engagement. alongside your social media content.
• Reputation Management Software ● Tools like Birdeye, Podium, or ReviewTrackers often include GBP review management Meaning ● Review management, within the SMB landscape, refers to the systematic processes of actively soliciting, monitoring, analyzing, and responding to customer reviews across various online platforms. and posting automation features.
• Dedicated GBP Automation Meaning ● GBP Automation streamlines online presence for SMBs, enhancing visibility, engagement, and efficiency through strategic tech implementation. Tools ● Specific tools focused solely on GBP management and automation, offering a range of features like bulk updates, automated posting, and performance reporting.
• No-Code Automation Platforms ● Platforms like Zapier or Make (formerly Integromat) allow you to create custom automation workflows connecting GBP with other apps and services without writing any code.

When selecting a tool, consider factors like:

• Ease of Use ● Is the interface intuitive and user-friendly?
• Features ● Does it offer the specific automation features you need (e.g., posting, review management, insights)?
• Pricing ● Does it fit within your budget? Many tools offer tiered pricing plans based on usage and features.
• Support ● Is there good customer support and documentation available?
• Integrations ● Does it integrate with other tools you already use?

Selecting the right automation tools Meaning ● Automation Tools, within the sphere of SMB growth, represent software solutions and digital instruments designed to streamline and automate repetitive business tasks, minimizing manual intervention. is paramount; prioritize user-friendly, no-code options initially and choose tools that directly address your most pressing GBP management needs for immediate impact.

Quick Wins Automating Basic GBP Tasks

Once you have your API access set up and have chosen a suitable automation tool, you can start implementing automation for some quick wins. These are relatively simple tasks that can yield immediate time savings and improvements in your GBP management.

1. Automated Posting of Updates and Offers

Keeping your GBP listing fresh with regular posts is vital for engagement and local SEO. Manually posting updates daily or even a few times a week can be tedious. Automation can streamline this process significantly. Using your chosen tool, you can schedule posts in advance, including:

• Business Updates ● Announce new products, services, or changes in operating hours.
• Special Offers and Promotions ● Highlight discounts, deals, or limited-time offers to attract local customers.
• Events ● Promote upcoming events, workshops, or webinars happening at your business.
• Blog Posts and Content ● Share snippets of your latest blog posts or relevant content to drive traffic to your website.

Most automation tools offer features to schedule posts for specific dates and times, and some even allow you to create recurring posts. This ensures your GBP is consistently updated with fresh content, without requiring daily manual intervention.

2. Basic Review Monitoring and Notifications

Reviews are crucial for building trust and influencing customer decisions. Responding to reviews, both positive and negative, demonstrates that you value customer feedback. While full review response automation Meaning ● Review Response Automation signifies the employment of technology by small and medium-sized businesses to streamline and standardize replies to online customer feedback. is generally not recommended (as genuine, personalized responses are always better), automating review monitoring and notifications is a valuable quick win.

Set up your automation tool to send you notifications whenever you receive a new GBP review. This allows you to promptly address reviews without constantly checking your GBP dashboard. Some tools may also offer basic sentiment analysis, categorizing reviews as positive, negative, or neutral, helping you prioritize which reviews to address first.

3. Managing Business Information Consistency

Ensuring your business information ● name, address, phone number (NAP), website, hours of operation ● is consistent across all online platforms is a fundamental SEO best practice. The GBP API can help maintain this consistency. If you update your business information in your primary system (e.g., CRM, internal database), you can potentially automate updates to your GBP listing through the API. While this might require slightly more advanced setup depending on your chosen tools and systems, it’s a valuable step towards ensuring data accuracy and consistency across your online presence.

Table 1 ● Quick Wins Automation – Tools and Examples

These fundamental automation steps lay the groundwork for a more efficient and effective local SEO strategy. By automating these basic tasks, SMBs can experience tangible benefits quickly, encouraging further exploration of more advanced automation Meaning ● Advanced Automation, in the context of Small and Medium-sized Businesses (SMBs), signifies the strategic implementation of sophisticated technologies that move beyond basic task automation to drive significant improvements in business processes, operational efficiency, and scalability. possibilities.

Scaling Local SEO Impact Advanced Automation Tactics for Google Business Profile

Having established the fundamentals of GBP API automation, SMBs can now move towards intermediate-level strategies to amplify their local SEO impact. This stage focuses on leveraging automation for more sophisticated tasks, optimizing workflows, and gaining deeper insights from GBP data. The goal is to move beyond basic time-saving automation and implement strategies that drive tangible business results, such as increased customer engagement, improved online reputation, and a stronger competitive edge in the local market.

Elevating Customer Engagement Automated Review Management and Q&A

Customer interaction on your GBP listing, particularly through reviews and Q&A, is a powerful signal to both potential customers and Google’s local search algorithm. Proactively managing these interactions is crucial for building trust, addressing concerns, and showcasing your responsiveness. Intermediate automation techniques can significantly enhance your ability to manage reviews and Q&A effectively and efficiently.

1. Smart Review Response Automation (Beyond Basic Notifications)

While fully automated review responses are generally discouraged, intermediate automation can introduce “smart” elements to your review management workflow. This involves using automation to:

• Categorize Reviews by Sentiment and Keywords ● Some advanced tools can analyze review text to identify the sentiment (positive, negative, neutral) and extract keywords related to specific aspects of your business (e.g., “food quality,” “customer service,” “delivery”). This allows you to prioritize responses to negative reviews or reviews mentioning specific keywords relevant to your business operations.
• Automate Initial Acknowledgement and Triage ● For negative reviews, you can automate an initial acknowledgment response, letting the customer know you’ve received their feedback and will investigate further. This buys you time to craft a personalized and thoughtful response later. For positive reviews, you can automate a simple “thank you” response. However, personalize these whenever possible for a stronger impact.
• Route Reviews to Relevant Teams ● If your business has different departments (e.g., customer service, sales, operations), you can use automation to route reviews containing specific keywords to the appropriate team for follow-up and response. For example, reviews mentioning “delivery” could be routed to the operations team.

Remember, the aim is to augment, not replace, human interaction. Use automation to streamline the initial stages of review management, allowing your team to focus on crafting personalized and meaningful responses where they matter most.

2. Automating Q&A Management and Proactive Content

The Questions & Answers section of your GBP listing is a valuable resource for potential customers seeking information. Unanswered questions can be a missed opportunity to address customer queries and influence their decisions. Automation can help you manage Q&A more proactively:

• Monitoring for New Questions and Notifications ● Set up automated notifications to alert you immediately when a new question is posted on your GBP listing. Prompt responses are crucial in the Q&A section.
• Pre-Populating FAQs with Automated Answers ● Identify frequently asked questions about your business and proactively populate the Q&A section with answers. You can use automation to monitor for common questions and suggest pre-written answers for your team to approve and post quickly.
• Keyword-Based Question Routing ● Similar to review routing, you can route questions containing specific keywords to relevant teams for expert answers.
• Automated Question Generation (with Caution) ● Some advanced tools offer AI-powered question generation, suggesting questions you can proactively post in your Q&A section to address potential customer inquiries before they are even asked. Use this feature cautiously and ensure the generated questions are genuinely helpful and relevant, not just promotional.

By automating Q&A management, you can ensure that potential customers find the information they need quickly and easily, improving their experience and increasing the likelihood of them choosing your business.

Intermediate GBP automation focuses on smart management of customer interactions like reviews and Q&A, using tools to categorize, triage, and route feedback efficiently, enabling more personalized and timely responses.

Optimizing Operations and Efficiency Advanced Posting and Bulk Updates

Beyond customer engagement, automation can significantly enhance the operational efficiency Meaning ● Maximizing SMB output with minimal, ethical input for sustainable growth and future readiness. of managing your GBP listing, especially for businesses with multiple locations or frequent updates. Intermediate techniques focus on advanced posting strategies and bulk update capabilities.

1. Advanced Content Scheduling and Campaign Management

Move beyond basic post scheduling to implement more sophisticated content strategies:

• Content Calendar Integration ● Integrate your GBP posting schedule with your overall marketing content calendar. Use automation to pull content from your content calendar Meaning ● A content calendar, in the context of SMB growth, automation, and implementation, represents a strategic plan outlining scheduled content publication across various channels. and schedule it for GBP posting automatically.
• Campaign-Based Posting ● Group GBP posts into campaigns aligned with marketing promotions, seasonal events, or product launches. Use automation to schedule and manage entire campaigns of GBP posts, ensuring consistent messaging and timing.
• A/B Testing of Post Content ● Experiment with different types of GBP posts (e.g., offers vs. updates, different call-to-actions) and use automation to track engagement metrics and identify what resonates best with your local audience.
• Dynamic Content Insertion ● For businesses with multiple locations, use automation to dynamically insert location-specific information (e.g., address, phone number, local offers) into GBP posts, ensuring relevance for each location.

Advanced content scheduling and campaign management allow you to strategically plan and execute your GBP content, maximizing its impact on local visibility and customer engagement.

2. Bulk Updates for Multi-Location Businesses

Managing GBP listings for multiple locations manually is incredibly time-consuming. The GBP API and intermediate automation tools offer powerful bulk update capabilities:

• Bulk Information Updates ● Update business information (hours, descriptions, attributes, etc.) across multiple locations simultaneously. This is invaluable for maintaining consistency and accuracy across all your listings.
• Bulk Posting Across Locations ● Schedule and deploy posts across multiple locations with a single action. Customize posts with location-specific details using dynamic content Meaning ● Dynamic content, for SMBs, represents website and application material that adapts in real-time based on user data, behavior, or preferences, enhancing customer engagement. insertion.
• Bulk Review Monitoring and Response Management ● Manage reviews across multiple locations from a centralized dashboard. Some tools offer features to filter and sort reviews by location, sentiment, and other criteria, facilitating efficient review management at scale.
• Bulk Q&A Management ● Monitor and manage Q&A across multiple locations from a central platform. Pre-populate FAQs and manage answers consistently across all listings.

Bulk update capabilities are essential for SMBs with multiple locations, enabling them to manage their local online presence efficiently and consistently at scale.

3. Workflow Automation with No-Code Platforms

No-code automation platforms like Zapier or Make become even more powerful at the intermediate level. You can create complex workflows that connect your GBP with other business systems and automate multi-step processes:

• CRM Integration ● Connect your CRM with GBP to automatically trigger actions based on customer interactions. For example, when a customer leaves a positive review, automatically add them to a customer loyalty program in your CRM.
• Inventory Management Integration ● For businesses with physical products, integrate your inventory management system with GBP to automatically update product availability in your GBP listing.
• Appointment Scheduling Integration ● Connect your appointment scheduling system with GBP to automatically update your availability and confirm appointments through your GBP listing.
• Reporting and Analytics Automation ● Automate the generation and delivery of GBP performance reports to relevant stakeholders on a regular schedule.

These workflow automations streamline business processes, reduce manual data entry, and ensure seamless integration between your GBP and other critical business systems.

Table 2 ● Intermediate Automation – Tools and Examples

Intermediate automation empowers SMBs to move beyond basic tasks, implementing advanced posting strategies, bulk updates, and workflow automations to optimize operations and enhance efficiency, particularly for multi-location businesses.

Future-Proofing Local SEO AI-Powered and Predictive Google Business Profile Automation

For SMBs aiming to achieve a significant competitive advantage and future-proof their local SEO strategy, advanced automation techniques leveraging Artificial Intelligence (AI) and predictive analytics Meaning ● Strategic foresight through data for SMB success. are the next frontier. This stage is about harnessing the power of cutting-edge technologies to not only automate tasks but also to gain deeper insights, personalize customer experiences, and proactively optimize GBP performance for sustained growth. It’s about moving from reactive management to proactive, data-driven optimization powered by intelligent automation.

Harnessing AI for Content and Engagement AI-Driven GBP Content Generation

Creating engaging and relevant content for GBP consistently can be challenging. AI-powered tools are emerging that can assist SMBs in generating high-quality content for GBP posts, Q&A, and even review responses, freeing up creative resources and ensuring a steady stream of fresh content.

1. AI-Powered Content Creation for GBP Posts

AI writing assistants can be leveraged to generate various types of GBP posts:

• Product/Service Descriptions ● Provide the AI with basic information about your products or services, and it can generate compelling and SEO-optimized descriptions for your GBP product catalog or service listings.
• Offer and Promotion Copy ● Input details about your promotions, and the AI can craft engaging ad copy for your GBP offers, highlighting key benefits and call-to-actions.
• Business Updates and News ● Give the AI a brief outline of your business updates or news, and it can generate well-written and informative GBP posts to keep your audience informed.
• Question and Answer Content ● Based on your business information and industry trends, AI can suggest relevant questions to add to your Q&A section and even generate draft answers, saving you time and ensuring comprehensive Q&A coverage.

While AI-generated content can be a valuable time-saver, it’s crucial to review and personalize the output to ensure it aligns with your brand voice and accurately reflects your business. Think of AI as a content assistant, not a complete replacement for human creativity and oversight.

2. Sentiment Analysis for Proactive Reputation Management

AI-powered sentiment analysis Meaning ● Sentiment Analysis, for small and medium-sized businesses (SMBs), is a crucial business tool for understanding customer perception of their brand, products, or services. goes beyond basic positive/negative categorization of reviews. Advanced tools can:

• Identify Specific Sentiment Drivers ● Pinpoint specific aspects of your business that are driving positive or negative sentiment in reviews. For example, it might reveal that customers consistently praise your “friendly staff” but complain about “long wait times.” This granular insight allows you to focus improvement efforts on specific areas.
• Detect Emerging Sentiment Trends ● Monitor sentiment trends over time to identify shifts in customer perception. Early detection of negative sentiment trends allows you to proactively address potential issues before they escalate and damage your online reputation.
• Prioritize Review Responses Based on Sentiment Impact ● Automatically prioritize responding to reviews with the most negative sentiment or reviews that are likely to have the biggest impact on your online reputation Meaning ● Online reputation, in the realm of SMB growth, pertains to the perception of a business across digital platforms, influencing customer acquisition and retention. (e.g., reviews mentioning critical keywords or appearing on prominent review platforms).

AI-powered sentiment analysis provides a deeper understanding of customer feedback, enabling more targeted and effective reputation management Meaning ● Reputation management for Small and Medium-sized Businesses (SMBs) centers on strategically influencing and monitoring the public perception of the brand. strategies.

3. AI-Driven Personalization of GBP Interactions

While fully personalized GBP interactions at scale are still evolving, AI can enable initial steps towards personalization:

• Personalized Review Responses (with Templates) ● AI can help generate personalized review response templates based on the sentiment and keywords in the review. While still requiring human review and customization, these templates can significantly speed up the response process and ensure a more personalized touch than generic responses.
• Dynamic Q&A Content Based on User Location ● In the future, AI could potentially enable dynamic Q&A content based on the user’s location or search query. For example, users searching from a specific neighborhood might see Q&A content tailored to that local area.
• AI-Powered Chatbots for GBP Messaging (Emerging) ● While still in early stages for GBP, AI-powered chatbots could eventually be integrated into GBP messaging to provide instant answers to common customer inquiries and even handle basic booking or ordering requests directly through the GBP interface.

AI-driven personalization in GBP is an emerging area with significant potential to enhance customer experience and engagement in the future.

Advanced GBP automation leverages AI to generate content, analyze sentiment, and personalize interactions, moving towards a more intelligent and customer-centric approach to local SEO management.

Predictive Analytics and Strategic Optimization Data-Driven GBP Performance Enhancement

Beyond AI, predictive analytics offers another powerful layer of advanced automation. By analyzing historical GBP data and identifying patterns, predictive analytics can help SMBs anticipate future trends, optimize their GBP strategy proactively, and maximize their ROI from local SEO efforts.

1. Predictive Insights from GBP Performance Data

Advanced analytics tools can process your GBP insights data to generate predictive insights:

• Predicting Peak Demand Periods ● Analyze historical data on website visits, phone calls, and direction requests from your GBP listing to predict peak demand periods for your business. This allows you to proactively adjust staffing levels, optimize inventory, and schedule promotions to capitalize on periods of high demand.
• Forecasting Keyword Performance ● Analyze search query data from GBP insights to forecast the performance of specific keywords related to your business. This helps you prioritize keyword optimization efforts and allocate resources to keywords with the highest potential for driving local traffic and conversions.
• Predicting Review Volume and Sentiment ● Analyze historical review data to predict future review volume and sentiment trends. This allows you to proactively prepare for potential fluctuations in online reputation and allocate resources for review management accordingly.
• Identifying Optimal Posting Times ● Analyze engagement data from past GBP posts to identify optimal posting times for maximizing reach and engagement. Predictive analytics can go beyond simple time-based analysis and consider factors like day of the week, content type, and audience behavior to recommend the most effective posting schedule.

Predictive insights empower SMBs to make data-driven decisions about their GBP strategy, moving from reactive adjustments to proactive optimization based on anticipated future trends.

2. Automated A/B Testing and Optimization Based on Predictive Models

Combine predictive analytics with automated A/B testing Meaning ● A/B testing for SMBs: strategic experimentation to learn, adapt, and grow, not just optimize metrics. to continuously optimize your GBP listing for peak performance:

• Automated Testing of GBP Descriptions and Attributes ● Use predictive models Meaning ● Predictive Models, in the context of SMB growth, refer to analytical tools that forecast future outcomes based on historical data, enabling informed decision-making. to identify potentially higher-performing variations of your GBP business description, categories, and attributes. Automate A/B testing of these variations to determine which combinations drive the best results in terms of visibility, engagement, and conversions.
• Dynamic Optimization of Posting Schedules Based on Predictive Engagement ● Continuously adjust your GBP posting schedule based on predictive models of audience engagement. Automate the process of shifting posting times and frequencies to align with predicted peak engagement periods.
• Personalized GBP Content Optimization Based on User Data (Future) ● In the future, predictive analytics could potentially enable personalized optimization of GBP content based on user data. For example, users with specific search histories or demographics might see slightly different versions of your GBP listing or content tailored to their predicted preferences.

Automated A/B testing and optimization based on predictive models ensure that your GBP listing is continuously evolving and improving, maximizing its performance over time.

3. Integration with Broader Business Intelligence and Analytics Platforms

Advanced GBP automation involves integrating GBP data with broader business intelligence Meaning ● BI for SMBs: Transforming data into smart actions for growth. (BI) and analytics platforms for a holistic view of business performance:

• Centralized Dashboards for GBP and Business Performance ● Create centralized dashboards that combine GBP performance data with data from other business systems (CRM, sales, marketing, operations). This provides a comprehensive view of how local SEO efforts are contributing to overall business goals.
• Cross-Channel Marketing Attribution Modeling ● Integrate GBP data into cross-channel marketing attribution models to accurately measure the ROI of local SEO efforts and understand how GBP contributes to customer journeys across different marketing channels.
• Automated Reporting and Alerting Based on Predictive KPIs ● Set up automated reporting Meaning ● Automated Reporting, in the context of SMB growth, automation, and implementation, refers to the technology-driven process of generating business reports with minimal manual intervention. and alerting systems that track key performance indicators (KPIs) related to GBP performance and overall business goals. Receive automated alerts when predictive models indicate potential deviations from targets or emerging opportunities for optimization.

Integrating GBP data with broader BI and analytics platforms provides a strategic, data-driven approach to local SEO, ensuring that GBP automation efforts are aligned with overall business objectives and contribute measurably to business success.

Table 3 ● Advanced Automation – Tools and Examples

Advanced automation leverages AI and predictive analytics to move beyond task automation, enabling SMBs to generate intelligent content, proactively manage reputation, optimize GBP performance based on predictive insights, and integrate local SEO into broader business intelligence strategies for future-proof growth.

References

• Janakiraman, R., Meyer, R. J., & Morales, A. C. (2016). Dynamic experimentation in marketing ● Theory and application. Journal of Marketing Research, 53(6), 907-923.
• Kohavi, R., Tang, D., & Xu, Y. (2020). Trustworthy online controlled experiments ● A practical guide to A/B testing. Cambridge University Press.
• Libai, B., Narayandas, N., & Vertinsky, I. (2020). Predictive analytics for marketing. Now Publishers Inc.
• Varian, H. R. (2014). Big data ● New tricks for econometrics. Journal of Economic Perspectives, 28(2), 3-27.