Marketing

Marketing research uses econometric models and machine learning to answer relevant business questions. Data science is applied in all areas of marketing, including (but not limited to) digital advertising, micro-segmentation and micro-targeting, and real-time marketing campaigns. It helps to understand consumer behavior, firm strategies, and the broader societal implications of marketing activities. Marketing datasets are typically very large and rich, lending themselves to the emergence and application of new analytical approaches.

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

Our people

Faculty

PhD Students

Benedict Dellaert

Bas Donkers

Jonne Guyt

Umut Konus

Gui Liberali

Meike Morren

Francesca Sotgiu

Stefan Stremersch

Finn Höner

Key publications

Choice Architecture for Healthier Insurance Decisions: Ordering and Partitioning Together Can Improve Consumer Choice

Dellaert, BenedictG.C., Johnson, EricJ., Duncan, S. and Baker, T. (2024). Choice Architecture for Healthier Insurance Decisions: Ordering and Partitioning Together Can Improve Consumer Choice Journal of Marketing, 88(1):15--30.

Stremersch, S. (2024). How can academics generate great research ideas?: Inspiration from ideation practice International Journal of Research in Marketing, 41(1):1--17.

Hariharan, V., Landsman, V. and Stremersch, S. (2024). The Detailing Response of Branded Drug Firms to Generic Entry International Journal of Research in Marketing, :.

Liadeli, G., Sotgiu, F. and Verlegh, P. (2023). A Meta-Analysis of the Effects of Brands’ Owned Social Media on Social Media Engagement and Sales Journal of Marketing, 87(3):406--427.

Stremersch, S., Gonzalez, J., Valenti, A. and Villanueva, J. (2023). The value of context-specific studies for marketing Journal of the Academy of Marketing Science, 51(1):50--65.

More key publications

Upcoming events

Thu

Sep

Workshop | Amsterdam | 08:30 - 17:00

BDS Research Camp

Michiel van Crombrugge (Erasmus University Rotterdam), Jiska Eelen (Vrije Universiteit Amsterdam), Jonne Guyt (University of Amsterdam), Vamsi Kanuri (University of Notre Dame, United States), Simone Wies (Goethe University, Germany)

Fri

Sep

Seminar | Amsterdam | 12:00 - 13:00