Blick in das LC Gebäude

Marketing & Customer Analytics

[Translate to English:] MCA team

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

Nita Umashankar, Hanna Kim Kihyun and Thomas Reutterer (2022), "Understanding Customer Participation Dynamics: The Case of Subscription Box", Journal of Marketing 0(0).


[Translate to English:] ithelps

Practitioner Talk by Sebastian Prohaska/ithelps

At WU (Wirtschaftsuniversität Wien) this week, Sebastian Prohaska from ithelps agency gave a talk titled "SEO Basics - How to Win in 2024." Sebastian began by explaining how Google ads and SEO work…

[Translate to English:] Towa

Practitioner Talk by Amanda Vanselow & Cim Bayer/TOWA

In our Practitioner Seminar Series we welcomed this time Amanda Vanselow and Cim Bayer from TOWA! Using use cases with the ALPLA Group, our speakers were not only able to explain in theory how…

[Translate to English:] Michael Obermaier

Talk by Michael Obermaier/SAS Institute Software GmbH about Empowering Customer Engagement

This week at WU (Vienna University of Economics and Business), we had the privilege of welcoming Michael Obermaier from SAS as part of our Customer Value Managment course. The focus of the talk was…

[Translate to English:] adverity

First Practitioner Talk by Michael Mündle & Kaspar Semerl/Adverity

Last Wednesday at WU (Wirtschaftsuniversität Wien), we kicked off the Practitioner Seminar Series with a talk featuring Michael Mündle and Kaspar Semerl from Adverity. In the first theoretical part,…