dr. E. (Evert) de Haan
Evert de Haan is associate professor of marketing at the University of Groningen. Before this he was assistant professor of marketing at the Goethe University Frankfurt. He has obtained his PhD in January 2016 at the University of Groningen. Evert's research addresses topics related to digital marketing, data analytics, and customer relationship management.
Current research projects focus on the effectiveness of off- and online advertising, including attribution, marketing mix modeling, and measuring advertising creativity through machine learning and artificial intelligence, understanding the off- and online customer journey, the usage of customer and marketing metrics to improve customer service and firm performance, and the analyses and usage of unstructured data for marketing research.
Evert’s research has been published in peer reviewed journals such as the "Journal of Marketing", the "Journal of the Academy of Marketing Science", the "International Journal of Research in Marketing", the "Journal of Retailing", and the "Journal of Interactive Marketing".
Evert is Associate Editor at the Journal of Business Research for the track "Interactive Marketing and Social Media". He is furthermore co-chair of the EMAC track on Digital Marketing and Social Media. Next to this, Evert is chair of the EMAC Special Interest Group (SIG) on Digital Marketing. For more information and activities visit the SIG's LinkedIn group: www.sig-digitalmarketing.eu.
| Last modified: | 10 January 2025 10.39 a.m. |