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Marketing & Customer AnalyticsRSS

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We focus on management in a marketing landscape that is being radically transformed by advances in information technology and online media. These evolving developments shape the way consumers gather information, make purchase decisions, and interact with each other and businesses. 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 leverage advanced statistical techniques, machine learning and artificial intelligence tools 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

Martin Reisenbichler, Thomas Reutterer, and David Schweidel (2025), "Applying Large Language Models for Sponsored Search Advertising", Marketing Science, 45(1), 123-141.

News

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MRSS talk by Garrett Johnson, Boston university (US)

As part of the Marketing Research Seminar Series, Garrett Johnson presented joint work with Kobayashi and Gu on a topic that sits right at the intersection of advertising, privacy, and policy: how…

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MRSS Talk by Hana Choi, University of Rochester (US)

As part of the Marketing Research Seminar Series, Hana Choi presented her work on a question that feels very current in e-commerce: when retailers send out review solicitations, do they actually bring…

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MRSS Talk by Els Breugelmans, KU Leuven (BE)

As part of the Marketing Research Seminar Series, Els Breugelmans presented her research on a unique and rarely observable market situation: brand performance in a world without price promotions.…

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Practitioner Talk by Judith Seidl / PWC Austria

In our most recent Digital Marketing Practitioner Seminar, we had the pleasure of welcoming Judith Seidl from PWC Austria for a session titled "Creative Intelligence: Artificial intelligence in…