Former PhD student Niels Holtrop wins Sheth Foundation Doctoral Dissertation award

Niels Holtrop has won the 2018 Sheth Foundation Doctoral Dissertation award. He obtained his PhD in Marketing from the University of Groningen last year. Holtrop was honored with a certificate and a 5.000 Euro cash prize during the EMAC 47th Annual Conference in Glasgow. FEB’s former PhD student developed a new model that protects customer privacy while simultaneously preserving the marketing opportunities for businesses. Holtrop’s thesis was supervised by Jaap Wieringa and Maarten Gijsenberg.

Holtrops’ research interests are in the domains of customer relationship management and marketing effectiveness. He uses econometric and statistical methods to measure and improve the effectiveness of marketing activities, and guide managerial decision making. Holtrop is Assistant Professor at the Department of Marketing and Supply Chain Management at Maastricht University.

More information

• Niels Holtrop’s PhD thesis: Leveraging data rich environments using marketing analytics
• International Journal of Marketing Research: No future without the past? Predicting churn in the face of customer privacy
• FEB blog by Niels Holtrop: Privacy and marketing opportunities can be balanced

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