Dr. Thomas Reutterer is Professor of Marketing at the Vienna University of Economics and Business (WU Vienna). His interests are focused on analyzing, modeling and forecasting customer behavior in data-rich environments. His research, teaching and business consulting activities center around retail and service marketing, customer value and relationship management, and marketing models for customer-base analysis. In his research projects, he employs statistical or advanced machine learning methods to provide decision support for various business applications. His research was published in leading scholarly journals including: Journal of Marketing, Marketing Science, International Journal of Research in Marketing, European Journal of Operational Research, Computers & Operations Research, and Journal of Interactive Marketing.
Professor Reutterer is head of WU's Institute for Service Marketing and Tourism and served as founding academic director of WU's Master's Program (MSc) in Marketing. He received his doctoral and habilitation degree ('venia docendi') from WU. Prior to his appointment at the Institute for Service Marketing and Tourism he held visiting and substitute professorial positions at universities in St. Gallen, Bangkok, Wollongong, Frankfurt/Main, Munich, and Syndney. He also worked as a full-time consultant with Simon-Kucher & Partners, Marketing & Strategy Consultants. This and other prior business experiences give his research and teaching activities a strong focus on issues of managerial relevance.
Thomas Reutterer serves as a reviewer for numerous academic journals in and outside the Marketing discipline and was a co-editor of Managerial Review Quarterly (MRQ). His research and teaching has been awarded several prizes. Among others, he was a member of the finalists' teams for the "INFORMS Society of Marketing Science Practice Prize", which is awarded for outstanding implementations of marketing science concepts and methods.
Professor Reutterer has acquired teaching experience in both German and English language and covers subjects such as Marketing Managment, Marketing Research Methods, Retail and Service Marketing, or Customer Value Management. He teaches rather diverse target audiences including classes at the Undergraduate, Graduate, PhD level, and Executives. Thomas Reutterer is also an ITP Alumni, a faculty-development programme arranged by the International Schools of Business Management (ISBM), and participated in the Global Colloquium on Participant-Centered Learning (GloColl) at Harvard Business School.
Leveraging Purchase Regularity for Predicting Customer Behavior the Easy Way, by Thomas Reutterer, Michael Platzer, and Nadine Schröder, International Journal of Research in Marketing, 38 (1), 194-215. [Abstract] [PDF Article]
Data analytics in a privacy-concerned world, by Jaap Wieringa, P.K. Kannan, Xiao Ma, Thomas Reutterer, Hans Risselada, and Bernd Skiera, Journal of Business Research, 122, 915-925, 2021. [Abstract] [PDF Article]
Analyzing the Browsing Basket: A Latent Interests-Based Segmentation Tool, by Nadine Schröder, Andreas Falke, Harald Hruschka, and Thomas Reutterer, Journal of Interactive Marketing, 47, 181-197, 2019. [Abstract] [PDF Article]
A Data Mining Framework for Targeted Category Promotions, by Thomas Reutterer, Kurt Hornik, Nicolas March and Kathrin Gruber. Journal of Business Economics, 87 (3), 337-358, 2017. Open Access Article
How to derive consensus among various marketing journal rankings?, by Stefan Theußl, Thomas Reutterer and Kurt Hornik, Journal of Business Research, 67 (5), 998-1006, 2014. Abstract
GIS-Based Marketing Decisions – Effects of Alternative Data Visualizations on Decision Quality, by Ana-Marija Ozimec, Martin Natter and Thomas Reutterer. Journal of Marketing, 74 (November), 94-110, 2010. Abstract
A Combined Approach for Segment-Specific Analysis of Market Basket Data, by Yasemin Boztug and Thomas Reutterer. European Journal of Operational Research (EJOR), 187 (1), 294-312, 2008. PDF Article
An Assortmentwide Decision-Support System for Dynamic Pricing and Promotion Planning in DIY Retailing, by Martin Natter, Thomas Reutterer, Andreas Mild and Alfred Taudes. Marketing Science, 26 (4), 576-583, 2007. PDF Article
Data Mining und Marketing am Beispiel der explorativen Warenkorbanalyse, von Thomas Reutterer, Michael Hahsler und Kurt Hornik. Marketing - Zeitschrift für Forschung und Praxis (ZFP), 29 (3), 163-179, 2007. PDF Article
A Dynamic Segmentation Approach for Targeting and Customizing Direct Marketing Campaigns, by Thomas Reutterer, Andreas Mild, Martin Natter and Alfred Taudes. Journal of Interactive Marketing, 20 (3/4), 43-57, 2006. PDF Article
A Review of Methods for Measuring Willingness-to-Pay, by Christoph Breidert, Michael Hahsler and Thomas Reutterer. Innovative Marketing, 2 (4), 8-32. PDF Article
An improved collaborative filtering approach for predicting cross-category purchases based on binary market basket data, by Andreas Mild and Thomas Reutterer. Journal of Retailing and Consumer Services, 10 (3), 123-133, 2003. PDF Article
Segmentation-based competitive analysis with MULTICLUS and topology representing networks, by Thomas Reutterer and Martin Natter. Computers & Operations Research, 27, 1227-1247, 2000. PDF Article (neural network learning)
A Nonparametric Approach to Perceptions-Based Market Segmentation: Applications, by Christian Buchta, Sara Dolnicar and Thomas Reutterer. Wien, New York: Springer, 2000.Interdisciplinary Studies in Economics and Management. ISBN 3-211-83474-5 [more details]
Holdout-Based Fidelity and Privacy Assessment of Mixed-Type Synthetic Data, with Michael Platzer (arXiv:2104.00635).
Supporting Content Marketing with Natural Language Generation, with Martin Reisenbichler, David Schweidel and Daniel Dan. (MSI Report No. 21-107).
Profitability Dynamics in Evolving Firm-Customer Relationships, with Sylvia Frühwirth-Schnatter and Stefan Pittner (work in progress).
Optimal Incentivizing to Foster Cross-Selling in Vertically Integrated Firms, with Ulrich Berger (work in progress).