Seitlicher Blick auf das D2 Gebäude.

Marketing & Customer AnalyticsRSS

We focus on management in a dynamic marketing landscape. Many industries are being radically transformed by advances in information technology and interactive online media. This impacts the way consumers obtain information, make their purchase decisions, and communicate with each other as well as with companies. The growing availability of clickstream data, social media and user-generated content constitute the proverbial “new oil” of the digital economy. At the same time, privacy concerns limit and regulate their use. Marketing analytics recognizes these challenging developments 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

News

Marketing & Customer Analytics

From SMT to MCA: The new year brings us a new Institute label

Since January 1st our Institute’s name has changed to Marketing & Customer Analytics (MCA). This new label recognizes that our research focus and teaching skills are not constrained by industry…

jans defensio

Jan Valendin on Customer Analytics using Recurrent Neural Nets

Our team member Jan Valendin offered insights into his most recent research on customer base analysis using Recurrent Neural Networks and successfully defended his dissertation! Good job Jan &…

Dominik Angerer

"Yet another Start-up Story?” by Dominik Angerer

Dominik Angerer, Gründer und CEO vom Linzer Start-up Storyblok, teilte mit den Studierenden unserer Service Marketing SBWL spannende Einblicke in die disruptive Entwicklung von „Headless“-CMS (Content…

anyline

Andreas Greilhuber, anyline: Making of a Start-Up in Austria

DI Andreas Greilhuber vom Wiener Start-Up anyline teilt mit unseren Studierenden der SBWL Service & Digital Marketing seine Erfahrungen als Entrepreneur in der österreichischen Start-up Szene. Nach…