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Marketing & Customer AnalyticsRSS

MCA team

We focus on management in a marketing landscape that is radically transformed by advances in information technology, online media and artificial intelligence (AI) enabled tools. These developments shape the way consumers gather information, make purchase decisions, and interact with each other and businesses. Clickstream data, social media engagements, 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 leverage advanced statistical techniques, machine learning and AI tools 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, 87(5), 719-735.


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WU Innovative Teaching Award 2024 to Bettina Wittmann

The Innovative Teaching Award recognizes innovative teaching designs that take up new ideas and approaches in the field of university teaching and learning. Focus: Peer-Learning: innovative ways for…

Anne-Laure Sellier

Research Talky by Anne-Laure Sellier/ HEC Paris

We had the pleasure of hosting Anne-Laure Sellier from HEC Paris as the most recent guest in our Research Seminar Series. She presented her lastest work on how slow and fast motion videography…

cvm course

Course Spotlight: Customer Value Management

This semester the three lecturers Thomas Reutterer, Malik Stromberg and Alexander Kulumbeg created an innovative simulation game in the Customer Value Management course of the Master's program. …

Sarah Gelper

Research Talk by Sarah Gelper, University of Luxemburg (LU)

As our latest guest for our Research Seminar Series we welcomed Sarah Gelper from the University of Luxemburg. She shared her recent work on temporary loyalty programs in retail. Many supermarket…