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).


Arnaud De Bruyn

MRSS Research Talk by Arnaud De Bruyn/ESSEC Business School (FR)

In our recent Research Seminar Series, we had the privilege of hosting Arnaud De Bruyn from ESSEC Business School, who presented his latest research focusing on the rare domain of algorithmic…

martin reisenbichler

Martin Reisenbichler gewinnt auch Stephan Koren-Preis

Der Verband der Professor*innen der WU Wien verleiht alljährlich den Stephan Koren-Preis. Dieser wird jenen Dissertant*innen verliehen, die auf Grund ihrer Arbeit und des gesamten Studienverlaufes zur…

it helps

Final Practitioner Talk by Sebastian Prohaska/ithelps

This week at WU (Vienna University of Economics and Business) we had a great talk in our Practitioner Seminar Series by Sebastian Prohaska from it-helps. In his talk, Sebastian focused on key aspects…

Markus Siuda

Practitioner Talk by Markus Siuda/Corvis

This week at WU (Vienna University of Economics and Business), we had a great talk in our Practitioner Seminar Series by Markus Siuda from Corvis. In his talk, Markus focused on key aspects of…