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.
(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.