Customer und Marketing Analytics

Harnessing customer and transaction data for business success

In digital markets, a large amount of customer and transaction data is obtained in all phases of the selling process. Skilled analyses of these data can yield information of enormous relevance and benefit to all market participants. Customer reviews, for example, can provide key information about the behaviour and preferences of customers as well as the reviewed products to help optimise the company's customer relationship management and product portfolio. Clickstream data are another source of detailed information about customer behaviour, which can be used to tailor marketing activities and measure their effectiveness and efficiency.

The Institute of Business Analytics conducts research into the extraction and analysis of relevant information from customer data, and how to deduce recommendations for action for companies in digital markets. For example, we analyse customer reviews and use the results to develop dialogue-oriented online shopping assistants and generate design recommendations for customer review systems. We also develop new approaches to marketing attribution and implement them together with companies. Our research is both behaviour- and design-oriented, using a variety of analytics methods (e.g. text mining, panel data analyses, analytical and numerical optimisation models).