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.


[Translate to English:] digital marketing lab

SBWL Digital Marketing Lab and PwC Austria dive into XR and the metaverse

On Monday, Nadine Schröder kicked off our Digital Marketing Lab with PwC and our industry partners. We thank Andreas Hladky and Daniela Tinhof from PwC Austria and all industry partners for initiating…

[Translate to English:] Vanessa Patrick Ralhan

First Research Talk by Vanessa Patrick-Ralhan, University of Houston (US)

Dr. Vanessa Patrick-Ralhan from University of Houston (US) was the first guest in the Research Seminar Series this semester. She presented her work on Inclusive Design Transformation. Inclusive…

[Translate to English:] Kick off

SBWL Digital Marketing Semester Opening

Yesterday the Digital Marketing team has welcomed our students at the Semester Opening. We wish our students all the best and good luck!

[Translate to English:] Preis

Dr. Martin Reisenbichler gewinnt Deutschen Wissenschaftspreis 2023

Martin Reisenbichler hat für seine an unserem Institut betreute Dissertation den Wissenschaftspreis 2023 gewonnen. Der Preis wird von der EHI Stiftung und der GS1 Germany jährlich für die beste…