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 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).

News

[Translate to English:] EMAC

Our attendance at the EMAC 2025

Our MCA team member presented their research at this year's The European Marketing Academy (EMAC) in Pozuelo de Alarcón, (Madrid).

[Translate to English:] marketing science conference

Our attendance at this year's INFORMS 2025 ISMS Marketing Science Conference

Our MCA team members presented new research on AI at this year's INFORMS 2025 ISMS Marketing Science Conference, June 12-15, 2025, in Washington, DC.

[Translate to English:] laura brandimarte

MRSS Talk by Laura Brandimarte, University of Arizona (US)

In our recent Marketing Research Seminar, we had the pleasure of hosting Professor Laura Brandimarte (University of Arizona), who held a thought-provoking presentation on the evolving challenges and…

[Translate to English:] anirban mukhopadhyay

MRSS Talk by Anirban Mukhopadhyay, Bayes Business School, City University of London (UK)

As our latest guest in the WU Research Seminar Series, we were delighted to welcome Anirban Mukhopadhyay from Bayes Business School, City University of London. He presented his compelling research on…