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Aurélie Lemmens is an Associate Professor of Marketing at the Rotterdam School of Management, Erasmus University (The Netherlands) and Academic Director of the Expert Practice on Customer Analytics at the Erasmus Center for Data Analytics.

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), Tilburg University (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 also received several best teaching awards (2017 and 2019) for her course on Conjoint Analysis. Finally, she was 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. At RSM, she is teaching Customer Analytics in the new Business Analytics and Management Msc and Customer Centricity in the Marketing Management Msc.

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
    (International) new product strategies
    New product launch & diffusion patterns,
    International segmentation

Academic Positions

  • 2019 - present Associate Professor

    Rotterdam School of Management, Erasmus University Rotterdam

  • 2012-2013 Visiting Professor

    Harvard Business School

  • 2011 - 2019 Associate Professor

    Tilburg School of Economics and Management, Tilburg University

  • 2008-2011 Associate Professor

    Erasmus School of Economics, Erasmus University Rotterdam

  • 2006-2008 Assistant Professor

    Erasmus School of Economics, Erasmus University Rotterdam


  • 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

Managing Churn to Maximize Profits

Marketing Science
Lemmens, A., and Gupta, S.
Publisher's website

Selected Honors, Awards and Grants.

IJRM Best Paper Award 2012

The article Dynamics in the international market segmentation of new product growth written by  Aurélie Lemmens, Christophe Croux and Stefan Stremersch, and published in the International Journal of Research in Marketing was the recipient of the 2012 IJRM Best Paper Award.

Excellent Teacher Awards 2017 and 2019

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.

Veni grant (2010 – 2013, 3 year salary grant – 250,000 EUR)

Awarded by the Dutch scientific foundation NWO.

Marie Curie Grant (2006 – 2005, 2 year salary grant – 135,000 EUR)

Awarded by the European Commission

Data Science Grant (2017 – 2021, 4 year PhD grant – approx. 180,000 EUR)

Awarded by Tillburg University