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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.

News

[Translate to English:] Judith

Practitioner Talk by Judith Seidl / PWC Austria

In our most recent Digital Marketing Practitioner Seminar, we had the pleasure of welcoming Judith Seidl from PWC Austria for a session titled "Creative Intelligence: Artificial intelligence in…

[Translate to English:] Yiting

MRSS Talk by Yiting Deng, UCL School of Management (UK)

At our latest research seminar (MRSS), Professor Yiting Deng from the UCL School of Management presented research on how the 2020–2021 UK Stamp Duty Land Tax Holiday affected housing market behavior…

[Translate to English:] Seb

Practitioner Talk by Sebastian Prohaska/ ithelps

In the latest Seminar of our Digital Marketing specialization, we were pleased to welcome Sebastian Prohaska, CEO of ithelps Digital, to discuss the massive shift occurring in the world of search: the…

[Translate to English:] Sara

MRSS Talk by Sara Valentini, Bocconi University (IT)

In her talk, Sara Valentini presented a compelling approach to studying sustainable consumer behavior by leveraging device-level GPS data and Places of Interest (POI) information to measure actual…