Blick in das LC Gebäude

Marketing & Customer AnalyticsRSS

We focus on management in a marketing landscape that is being radically transformed by advances in information technology and online media. These developments impact the way consumers obtain information, make their purchase decisions, and communicate with each other as well as with companies. 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 use modern statistical and machine learning methods 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

Reisenbichler, Martin, Thomas Reutterer, David Schweidel and Daniel Dan (2022), "Frontiers: Supporting Content Marketing with Natural Language Generation", Marketing Science, 41(3), 441–452.

News

[Translate to English:] Günter Hitsch

MRSS Talk by Günter Hitsch, University of Chicago (US)

We had the opportunity to welcome Prof. Günther Hitsch, the Kilts Family Professor of Marketing at the University of Chicago Booth School of Business as another visiting scholar in our Research…

[Translate to English:] Lan Lou

Research talk by Lan Lou, University of Southern California (US)

As our latest guest in our Research Seminar Series, we welcomed Lan Luo from the Marshall School of Business, University of Southern California (US). She shared her recent work on the role of profile…

[Translate to English:] Atlanta USA

Filipe participated at the Marketing Dynamics Conference, USA/Atlanta

The latest edition of the Marketing Dynamics Conference took place in Atlanta from the 10th until the 12th of November. Filipe Sengo Furtado attended the event to present the latest developments in…

[Translate to English:] Anne Klesse

RS talk by Anne Klesse, Erasmus University Rotterdam (NL)

As part of our Research Seminar series, we had the pleasure of welcoming Dr. Anne Klesse from the Rotterdam School of Management (RSM), Erasmus University Rotterdam. As part of her work on the impact…