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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

News

Orhun Yesim

RSS Talk by Yesim Orhun, University of Michigan (US)

Yesterday, Yesim Orhun from the University of Michigan presented one of her latest projects in the Research Seminar Series. Her project “Motivated Optimism and Workplace Risk” deals with the return to…

renana-peres-research-talk

Research Talk by Renana Peres, The Hebrew University Business School (IL)

We had the opportunity to welcome Prof. Renana Peres, the Head of Marketing Department and Vice Dean for External Affairs at the Hebrew University Business School in Israel as our fourth speaker in…

SBWL Messe

Brand New: Specialization (SBWL) in Digital Marketing

Thomas Reutterer presented our brand new and completely reworked specialization in Digital Marketing at ÖH-WU's SBWL Messe. If you want to prepare yourself for the challenges offered by modern…

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Open Position: Assistant Professor, non-tenure track

The Institute for Marketing and Customer Analytics is currently inviting applications for a Fulltime, 40 hours/week position as Assistant Professor, non-tenure track starting as soon as possible. …