Blick in das LC Gebäude

Marketing & Customer AnalyticsRSS

MCA team

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

Nita Umashankar, Hanna Kim Kihyun and Thomas Reutterer (2022), "Understanding Customer Participation Dynamics: The Case of Subscription Box", Journal of Marketing 0(0).

News

WU Logo als Fallback Bild für News Artikel.

SBWL Digital Marketing Kick-off

We welcome all new cohort students of the Bachelor Specialication (SBWL) Digital Markting! Our Kick-off is happening on March 4th at 11:00am in room TC.5.13. We wish all our students a good start…

admission summer semester

Admission to the SBWL: Digital Marketing Summer Semester 24

Soon, our Digital Marketing SBWL registrations for the summer semester will open. Dive into a curriculum that blends with practical, data-driven insights, setting you on a path to excel in the…

Anatoli Colicev

Final MRSS Research Talk by Anatoli Colicev, University of Liverpool (UK)

In our last Marketing Research Seminar of the winter semester 2023/24, Professor Anatoli Colicev from the University of Liverpool illuminated a compelling avenue in corporate strategy – how businesses…

dm lab

Erfolgreiche Zusammenarbeit mit Willhaben als Partner im Digital Marketing Lab

Wir freuen uns, den erfolgreichen Abschluss des Digital Marketing Lab x Willhaben in diesem Semester bekannt zu geben, das von herausragenden Abschlusspräsentationen geprägt war!Unsere Studierenden…