Netherlands Professor and Researcher of Marketing Analytics & Digital Business, and Program Director of Bachelor Programs in Business Analytics University of Amsterdam Visiting Faculty
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Umut Konus is a Professor and Researcher of Marketing Analytics & Digital Business, and Program Director of Bachelor Programs in Business Analytics at University of Amsterdam. He lives and works in the Netherlands where he holds tenure as Associate Professor at Amsterdam Business School, University of Amsterdam. Umut completed his PhD in University of Groningen (Netherlands) in 2010 and his dissertation titled “Essays on Multichannel Customer Behavior” received the award of best PhD Thesis in e-Marketing, e-commerce and cross channel awarded with the Golden Cube by the French Direct Marketing Association in October 2010.

He currently delivers courses on Digital Marketing, Digital Marketing Analytics and Marketing & Customer Models/Analytics. His research has been published in numerous journals such as the Harvard Business Review, Journal of Retailing, International Journal of Research in Marketing, Journal of Interactive Marketing and Int. Journal of Electronic Commerce. His current research focuses on omnichannel marketing, customer-journey & experience modeling, customer choice, retention, churn and life-time value models, with particular focus on online and mobile platforms by using structured-unstructured large data sets including transactional, clickstream, online-session and textual (reviews and social media posts) data. Before his academic career, he worked as an Practitioner/Executive for marketing research agencies MORI and GfK.


The goal of the course is providing the knowledge needed to implement a marketing strategy that includes information technology as a tool to analyze customer needs, to communicate and sell. A quantitative approach to measure the efficacy of Digital Marketing will be followed for the online context (e.g. Social Media, E-commerce, Direct Marketing), including also digital technologies  for the offline context (e.g. Apps and Mobile Marketing in retailing). Among the goals of the course, are defining and implement a consistent digital marketing strategy, generating leads by selecting the most appropriate tools and monitoring the analytic performance.

Digital Marketing and Communication

The new priorities of marketing management: the marketing metrics and dashboard indicators of marketing.  From the value for the customer to the value of the customer: customer value, satisfaction, loyalty and customer equity. Analysis, measurement and management. Customer Relationship Management: acting on acquisition, retention and development. Big Data and Customer Insight Management. Customer insights and Big Data for improving marketing decisions and management. Marketing Modeling and Marketing Analytics.

Data Science and Business Analytics
Artificial Intelligence and Innovation Management
Finance and Fintech