Modeling

The availability of databases of increasing sizes, coupled with increasing attention of companies for evidence-based marketing decision making and accountability drives the need and opportunity for academics to develop and apply models that can be used to study the impact of marketing decisions.

The researchers in this theme study real-world marketing problems using models and quantitative techniques from the field of econometrics, mathematical statistics, psychometrics and operations research. With these models we aim to increase the knowledge about the effectiveness and the working of marketing instruments such as promotions, advertising and social media expenditures. The main focus is on empirical research (in contrast to analytical, game theory models) and we predominantly work with secondary data, such as scanner data, data from customer panels, social media data, and data from large transactional databases (from, for example member companies of the Customer Insights Center).

The outcomes of these models can be used in different ways. Some models aim to describe marketing phenomena, thereby contributing to the knowledge about ‘what happens and why’ in markets. An example of this type of modelling is the question about the role and the effectiveness of marketing in pharmaceutical markets. Other model outcomes have the primary aim to predict future market developments, which is essential in answering ‘what’s next’ questions. For example: which customers are likely to switch to a competing company when their contract ends? A third type of model outcomes can be used in a more normative nature, prescribing an ‘optimal’ course of action, such as a store manager’s location decision.

Active researchers in this theme are:

PhD’s in this theme are:

R.P. Hars MSc
M.T. van der Heide MSc
C.F. Hirche MSc
E.N.M. Lesscher MSc
B. Harms MSc
N. Rambharos MSc
E. Agachi MSc
D.K. Nguyen MS
J.P. Peeperkorn MSc
D. Olk MSc
H. Smit MSc

Last modified:

04 December 2023 3.38 p.m.