Since summer 2013, I am a professor of marketing at the University of Mannheim in Germany.
My research interests are primarily in empirical quantitative marketing, marketing analytics and business economics. I study the allocation, dynamics and measurement of marketing activities and their impact on consumer behavior, product demand and firm performance in various industries such as the automobile industry, the financial industry or the media industry. Methodically my research is based on quantitative empirical modeling such as structural econometrics or Bayesian modeling and estimation. The results of my research have been published in international peer-reviewed journals such as Journal of Marketing or Journal of Marketing Research. Research on the impact of brand equity on customer acquisition, retention, and profit margin won the 2012 H. Paul Root Award and the 2012 Robert D. Buzzell / Marketing Science Institute Best Paper Award.