Uğurcan is an Assistant Professor (tenure-track) at the Institute for Interactive Marketing & Social Media (IMSM), Vienna University of Economics and Business (WU), where he finished his PhD under the supervision of Nadia Abou Nabout.  

He is a methodologically rigorous, data-driven researcher who studies how firms can optimize advertising and targeting decisions using experiments, simulations, and algorithmic heuristics. His work blends marketing analytics, causal inference, and computational modeling to evaluate and improve real-world ad decision systems. He is also interested in how experiments should be designed to yield credible and actionable insights in complex, data-rich environments. More broadly, his research spans digital and e-commerce contexts, as well as emerging areas such as prosocial behavior and live charity streaming. 

He holds a masters and a bachelors degree in Industrial Engineering with operations research and statistics focus. His former research activities were based on data mining, optimization and Industry 4.0. His master thesis was on location and routing problem of UAVs (Unmanned Aerial Vehicles). 

His latest work has just been published in International Journal of Research in Marketing together with Nadia Abou Nabout and Bernd Skiera.

You can read about Uğurcan's current project here.