Blick in das LC Gebäude

Marketing & Customer AnalyticsRSS

[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 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

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:] Anatoli Colicev

Final MRSS Research Talk by Anatoli Colicev, University of Liverpool (UK)

In our last Marketing Research Seminar of the winter semester 2023/24, Professor Anatoli Colicev from the University of Liverpool illuminated a compelling avenue in corporate strategy – how businesses…

[Translate to English:] WU award

MCA team members receive WU Awards

We are proud and more than thrilled that our (former) team members Jan Valendin and Martin Reisenbichler received WU awards for their outstanding achievements in research! The Star Journal…

[Translate to English:] Alina Sorescu

MRSS Research Talk by Alina Sorescu/Texas A&M University (US)

Alina Sorescu from Texas A&M University was the latest guest in our Research Seminar Series, presenting her research on business model innovation. This area is often less explored compared to product…

[Translate to English:] Arnaud De Bruyn

MRSS Research Talk by Arnaud De Bruyn/ESSEC Business School (FR)

In our recent Research Seminar Series, we had the privilege of hosting Arnaud De Bruyn from ESSEC Business School, who presented his latest research focusing on the rare domain of algorithmic…