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Marketing & Customer AnalyticsRSS

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We focus on management in a marketing landscape that is being radically transformed by advances in information technology and online media. These evolving developments shape the way consumers gather information, make purchase decisions, and interact with each other and businesses. Clickstream data, social media interactions and user-generated content constitute the proverbial “new oil” of the digital economy. In parallel, privacy concerns limit and regulate their use. Marketing analytics recognizes these challenges and helps managers and policy makers to translate them into improved decision making.

Our research is interdisciplinary with links to statistics, economics, psychology, and computer science. We leverage advanced statistical techniques, machine learning and artificial intelligence tools to develop marketing models for managerial decision support. To serve the needs of our industry partners and policy makers, we balance basic and applied research.

Our students are seeking research-driven course content and wish to acquire skills in marketing research, business analytics, and decision support. We offer practice-oriented and experiential teaching formats to enable students to translate their skills into the design of effective marketing programs.

Our recent research visualized

(c) Lana Lauren

Martin Reisenbichler, Thomas Reutterer, and David Schweidel (2025), "Applying Large Language Models for Sponsored Search Advertising", Marketing Science, 45(1), 123-141.

News

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MRSS Talk by Pedro Gardete, NOVA School of Business and Economics (PT)

As part of his visit to WU Vienna, Professor Pedro Gardete also gave a research seminar, presenting his work Subscription Pricing and Demand Alignment, co-authored with Daniela Schmitt (NOVA SBE) and…

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MRSS Talk by Shane Wang, Virginia Tech University (US)

Shane Wang opened this semester’s Marketing Research Seminar Series with his talk “Beyond What Is Said: Using Language Model Agents to Find Presentation Effects in Written Content.” The research…

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Practitioner Talk by Josef Trauner/ Otterly.AI

In our recent SBWL Practitioner Seminar, we welcomed Josef Trauner from Otterly.AI for a session on how AI is transforming the world of search, what this means for marketers and how businesses can…

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Welcome to our new Digital Marketing students!

Once again, we are very happy to welcome new students to our specialization! Last week, we kicked off the new semester by giving our students an introduction to what awaits them in the upcoming…