Our research focuses on empirically examining how digitalization is reshaping the opportunities available to firms and consumers. We work closely with industry partners to identify research questions that are both academically relevant and practically important. Our research covers a wide range of topics in digital marketing, including electronic commerce—particularly the Amazon Marketplace—and online marketing, with a focus on programmatic and real-time advertising.

A central pillar of our work is Marketing Analytics. We analyze customer data using advanced empirical methods, including share-of-wallet and cohort analyses, as well as text analytics, to generate insights that support data-driven decision-making. We have also conducted extensive research on digital privacy, most notably through the ERC-Grant, Economic Consequences of Restrictions on the Usage of Cookies.

Our projects often involve analyzing large-scale datasets and applying state-of-the-art methods from generative artificial intelligence (GenAI) and machine learning. We collaborate with companies and leading academic institutions around the world, including the Wharton School, the University of North Carolina, the University of Maryland (USA), Deakin University (Australia), ESADE Business School (Spain), WU Vienna University of Economics and Business (Austria), LMU Munich, and the University of Cologne.

As part of the efl-The Data Science Institut, we also engage in interdisciplinary research with colleagues from computer science, information systems, and finance.

Our teaching follows a flipped classroom approach, allowing students to apply analytical methods directly to real-world datasets during class. All bachelor's and master's theses are empirically oriented and closely supervised, providing students with the skills and experience needed to make evidence-based marketing decisions.

We are always looking for motivated researchers who would like to contribute to exciting, practical-relevance scientific projects in a collaborative and supportive environment. We also welcome opportunities to partner with companies interested in addressing innovative business challenges through rigorous academic research. If you would like to learn more or explore a potential collaboration, please do not hesitate to contact us at skiera[at]wiwi.uni-frankfurt[dot]de.