Quantitative Marketing & Consumer Analytics

The Research Group of Quantitative Marketing and Consumer Analytics at the University of Mannheim is dedicated to advancing knowledge at the intersection of marketing, technology, and consumer decision-making. Our research has been published in leading international journals, including Marketing Science and the Journal of Marketing Research and has been recognized with distinguished international research awards in marketing and business analytics.

Our scholarly work employs state-of-the-art methodologies—artificial intelligence, advanced analytics and econometrics, and big data—to investigate complex marketing phenomena. A particular emphasis lies in the development of innovative approaches that not only address pressing business challenges but also contribute to understanding the broader societal implications of data-driven decision-making.

For business professionals, collaborations with the research group provide actionable insights with immediate application—ranging from AI-powered decision-making and data-driven strategy design to dynamic pricing optimization and automated marketing solutions.

The group’s mission is to produce rigorous, impactful research that simultaneously advances academic discourse and generates insights of high practical relevance. Topics of current inquiry include online reviews, influencer marketing, Gen AI brand positioning and content optimization,  as well as the economics of data markets. By combining methodological rigor with managerial applicability, we aim to contribute to both the academic community and the practice of marketing in a rapidly evolving, technology-driven environment.