Ass.-Prof. Dr. Evert de Haan


Digital Marketing

  • Online advertising
  • Ad blocking
  • Mobile devices
  • Online customer journey

Customer management

  • Customer feedback metrics
  • Customer relationship management
  • Marketing effectiveness 



Evert de Haan holds the position of Assistant Professor of Marketing at the Goethe University Frankfurt since March 2016. He has obtained his PhD in January 2016 at the University of Groningen, The Netherlands. Prior to his PhD he has studied in the Research Master program at the University of Groningen. Before that, he studied Business Administration at that same university.

His research addresses topics related to digital marketing and marketing accountability. Current research projects focus on the usage of mobile devices in the online customer journey, the effectiveness of online advertising, the consequence of ad blocking and how to use customer metrics, textual data, and other marketing metrics to improve customer service and firm performance.

Evert de Haan’s research has been published in the "Journal of Marketing" and the "International Journal of Research in Marketing", in a number of conference proceedings (e.g., EMAC, Marketing Science) and in national business and management journals.