Marketing
Marketing Science answers important research questions in marketing using mathematical modelling. Data science is mostly applied in marketing areas of profiling, search engine optimization, customer engagement, responsiveness and real-time marketing campaigns. Moreover, new ways to apply data science and analytics in marketing emerge every day. Among these, the new use cases include digital advertising, micro-targeting, micro-segmentation, and many others.
Research questions studied by marketing scientists include:
• How do consumers form their preferences during product search?
• How do consumers learn about the quality of new products?
• How do consumers search for their preferred product from a set of relevant options?
• How can firms best crowdsource new product ideas from customers or employees?
• How can firms optimize their international launch of new products?
• How can firms optimize their marketing and advertising spending?
Marketing
Marketing Science answers important research questions in marketing using mathematical modelling. Data science is mostly applied in marketing areas of profiling, search engine optimization, customer engagement, responsiveness and real-time marketing campaigns. Moreover, new ways to apply data science and analytics in marketing emerge every day. Among these, the new use cases include digital advertising, micro-targeting, micro-segmentation, and many others.
Research questions studied by marketing scientists include:
• How do consumers form their preferences during product search?
• How do consumers learn about the quality of new products?
• How do consumers search for their preferred product from a set of relevant options?
• How can firms best crowdsource new product ideas from customers or employees?
• How can firms optimize their international launch of new products?
• How can firms optimize their marketing and advertising spending?
Our people
Faculty
Faculty
PhD Students
PhD Students
Key publications
Giesecke, K., Liberali, G., Nazerzadeh, H., Shanthikumar, J.George and Teo, C.(. (2022). Introduction to the Special Section on Data-Driven Prescriptive Analytics Management Science, :.
Liadeli, G., Sotgiu, F. and Verlegh, P. (2022). A Meta-Analysis of the Effects of Brand Owned Social Media on Social Media Engagement and Sales Journal of Marketing, :.
Stremersch, S., Winer, R.S. and Almeida Camacho, N.M. (2021). Faculty Research Incentives and Business School Health: A New Perspective from and for Marketing Journal of Marketing, :.
Bernritter, StefanF., Ketelaar, P. and Sotgiu, F. (2021). Behaviorally targeted location-based mobile marketing Journal of the Academy of Marketing Science, 49(4):677--702.
Stremersch, S., Camacho, N., Keko, E. and Wuyts, S. (2021). Grassroots innovation success: The role of self-determination and leadership style International Journal of Research in Marketing, :.
Academic Distinctions
October 02, 2020
Bas Donkers and Benedict Dellaert received a € 250,000 Netspar...
Benedict Dellaert,Bas Donkers
February 20, 2020
EMAC Distinguished Marketing Scholar Award for Stefan Stremersch
Stefan Stremersch