Biography

Aurélie Lemmens is an Associate Professor of Marketing at the Tilburg School of Economics and Management (The Netherlands). She holds a Ph.D. degree from K.U. Leuven (Belgium) and a M.Sc. degree in management from Solvay Business School (Belgium). She previously held appointment at the Erasmus School of Economics in Rotterdam (The Netherlands) and was a visiting scholar at Harvard Business School (USA).

Aurélie Lemmens’s current research focuses on the development of predictive and prescriptive analytics to address key business decisions. She is particularly interested in the design of new methodologies that can guide organizations in their customer-centric decision making. Her research portfolio has been 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 her research has involved the use of machine learning and large-scale cluster and grid computing.

Her publications on these topics have appeared in leading academic journals, such as Marketing Science, the Journal of Marketing Research and the International Journal of Research in Marketing. With her co-authors, Aurélie has been a recipient of the 2012 IJRM Best Paper Award. She was also awarded several prestigious grants, including a Marie Curie from the European Research Council, a Veni and a Vidi grants from the Dutch Science Foundation, NWO.

Methodological Interests

  • Machine learning
    Ensemble methods (bagging, stochastic gradient boosting)
    Nonparametric choice models
    Optimization techniques (gradient descent)
    Time series analysis
    Time-varying coefficient models
    Semiparametric modeling
    Granger causality
    Spectral analysis

Substantive Interests

  • Customer analytics
    Acquisition strategies
    Retention and churn
    Customer profitability
    Customer lifetime value
    Word-of-mouth
    (International) new product strategies
    New product launch & diffusion patterns,
    International segmentation

Academic Positions

  • 2011 - present Associate Professor

    Tilburg School of Economics and Management, Marketing Department

  • 2008-2011 Associate Professor

    Erasmus University, Department of Business Economics, Marketing Section

  • 2006-2008 Assistant Professor

    Erasmus University, Department of Business Economics, Marketing Section

Visiting position

  • spring-fall 2012 Visiting Scholar

    Harvard University Department of Marketing

Education

  • 2002-2006 PhD. in Business Statistics - Catholic University Leuven

    Dissertation: “Advanced Classification and Time-Series Methods in Marketing”
    Advisor: Prof. Dr. C. Croux; Co-Advisor: Prof. Dr. M.G. Dekimpe

  • 1997-2002 MSc. in Business Engineering – Solvay Business School

    Master Thesis: Data Mining for Customer Relationship Management

List of Publications

In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions

Customer Needs and Solutions, 5(12), 65-81.
Ascarza, E., Neslin, S., Netzer, O., Anderson, Z., Fader, P., Gupta, S., Hardie, B., Lemmens, A., Libai, B., Neal, D., Provost, F., and Schrift, R.

Selection of Ongoing Research

Selected Honors, Awards and Grants.

Data Science PhD grant 2017 (financing a four-year PhD position)

Awarded by the Data Science Center at Tilburg University for the project: “The act-react problem: A sequential learning approach to optimize intervention timing and intervention outcome,” co-authored with M. Kaptein.

Excellent Teacher Award 2017

Awarded by Tilbug School of Economics and Management for the course Conjoint Analysis.

Vidi grant (November 2013 – July 2019, 5 year salary grant – 800,000 EUR)

Awarded by the Dutch scientific foundation NWO for the project: “Seeding Strategies to Foster Innovation Adoption: an Incentivizing Approach.”