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.


[Translate to English:] workshop

Nadine Schröder participated in a workshop on sample selection models

End of June, Nadine Schröder attended a workshop at Bayes Business School in London to share insights on sample selection bias in product ratings. Generally, only a particular subgroup of customers…

[Translate to English:] Martin Reisenbichler

Martin Reisenbichler gewinnt den EMAC 2023 Enginius Promotionswettbewerb

Bei der diesjährigen EMAC 2023 Konferenz in Odense, Dänemark, erreichte Martin Reisenbichler den 1. Platz für seine Dissertation. Die Jury um Arnaud De Bruyn, Elif Karaosmanoglu und Thomas Otter…

[Translate to English:] Nadine Schröder

Nadine Schröder presented at Marketing conferences on product ratings

Online reviews have evolved into an important feedback tool and thus marketers are eager to comprehend and monitor consumer review activity to manage their brand's online reputation. As a matter of…

[Translate to English:] Eva Ascarza

Research Talk by Eva Ascarza, Harvard Business School (US)

For some time now, we had been eagerly awaiting a research talk from Eva Ascarza, the Jakurski Family Associate Professor of Business Administration from the Harvard Business School, who finally…