Chair of Quantitative Marketing & Consumer Analytics

The Chair and Research Group in Quantitative Marketing and Consumer Analytics at the University of Mannheim, focus on the application of analytical and empirical modelling techniques to answer business problems with high managerial relevance. We develop advanced analytical methods and tools that managers can use to obtain knowledge and insights into customer behaviour and markets in order to make better, more informed decisions. The results of our research have been published in top-tier journals such as the Journal of Marketing, the Journal of Marketing Research or the International Journal of Research in Marketing. For his research on “The Impact of Brand Equity on Customer Acquisition, Retention and Profit Margin” Professor Florian Stahl was awarded both the 2012 H. Paul Root Award and the 2012 Robert D. Buzzell / Marketing Science Institute Best Paper Award.

Areas of Research and Expertise

  • Advertising and Sales Promotions
  • Branding and Brand Management
  • Consumer Behavior
  • Consumer Choice Models and Demand Estimation
  • Customer Switching Behavior and Loyalty
  • Digital Marketing
  • Pricing and Price Strategies
  • Social Media Communications
  • Social Networks in Marketing

More information about our research activities ...


Research Group and Activities