Our research is guided by real-world business problems at the interface of marketing and information systems. Utilizing our interdisciplinary background and state-of-the-art quantitative research methods, we derive insights from big data to help companies and policymakers make better decisions.
Specifically, we study quality problems in online display advertising that range from ad fraud and ad viewability to concerns about brand safety and ad clutter. Other projects deal with influencer marketing. Here, we analyze the various factors that contribute to the success of influencers on social media platforms, such as Instagram and YouTube. We work with companies to help them make better marketing decisions, which gives us extensive industry collaborations to build on. Our research is always guided by real-world business issues, as demonstrated by our participation in the finals of the Gary L. Lilien ISMS-MSI Practice Prize Competition and our close collaboration with numerous corporate partners (e.g., InteractiveMedia, Havas Media, AboutMedia).