Welcome!

I am a Full Professor of Customer Analytics at the Rotterdam School of Management, Erasmus University (The Netherlands) and the Academic Director of the Expert Practice on Customer Analytics at the Erasmus Center for Data Analytics.

I obtained my Ph.D. degree from K.U. Leuven (Belgium), under the supervision of Prof. Dr. Croux, after obtaining an MSc as Business Engineer at Solvay Business School (Belgium). Before joining RSM, I held appointments at the Erasmus School of Economics in Rotterdam and Tilburg University (The Netherlands), and I have been a visiting scholar at Harvard Business School (USA).

My passion and current research are on the development of prescriptive analytics that can leverage consumer data in order to address key business decisions. I am particularly interested in the design of new methodologies that can guide organizations in their customer-centric decision-making. My research portfolio is organized according to the three fundamental stages of the customer lifecycle: (i) customer acquisition and new product introduction, (ii) customer development and engagement, and (iii) customer retention. A substantial part of my work involves machine learning and large-scale cluster and grid computing.

My research has been published in leading academic journals, such as Marketing Science, the Journal of Marketing, the Journal of Marketing Research, and the International Journal of Research in Marketing. In 2012, I was the recipient of the 2012 IJRM Best Paper Award. I am also serving on the editorial board of the Journal of Marketing Research and the International Journal of Research in Marketing. Finally, I was awarded several prestigious grants, including a Marie Curie from the European Research Council, a Veni grant, and a Vidi grant from the Dutch Science Foundation, NWO.

Besides research, I love teaching! At RSM, I am teaching Customer Analytics in the Business Analytics and Management Msc, Customer Centricity in the Marketing Management Msc, and Creating Customer Value in the Executive MBA program. I have received several best teaching awards (2017 and 2019) for my course on Conjoint Analysis.

Finally, over the years, I have also built multiple collaborations with companies in the Netherlands and abroad to guide them in developing their customer analytics skills. For more information on s potential collaboration, feel free to reach out.