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.

Our recent research visualized

(c) Lana Lauren

Reisenbichler, Martin, Thomas Reutterer, David Schweidel and Daniel Dan (2022), "Frontiers: Supporting Content Marketing with Natural Language Generation", Marketing Science, 41(3), 441–452.

News

WU Logo als Fallback Bild für News Artikel.

Praxissemester beim Kelag-Konzern ab Februar 2023

Ab sofort schreibt der Kelag-Konzern mehrmonatige Praxissemester aus. Bewerbungen sollen ausschließlich über das Online-Bewerbertool auf www.kelag.at/studienpraktikum erfolgen. Der Onlinebewerbung…

RSS Jura Liaukonyte

Last Research Seminar Lecture of this semester by Prof. Jura Liaukonyte, Cornell University

For our last Research Seminar Lecture of this semester, we had the pleasure of welcoming Prof. Jura Liaukonyte from Cornell University. She presented her work about patterns in brick-and-mortar and…

RSS Talk_Coleen Hamerling

Colleen Harmeling on morality and donation giving

In the latest talk of our Research Seminar Series, Colleen Harmeling, Associate Professor of Marketing at Florida State University, presented her research on morality and donation giving. We all hold…

Olivier Rubel

Olivier Rubel, Graduate School of Management, University of California Davis, US

Last week Olivier Rubel from Graduate School of Management, University of California Davis (US) have presented his latest research in our Research Seminar Series. For most firms the big part of…