Cortege Tilbrug University

We are Tilburg University

Bio

As an Associate Professor at one of the world's leading marketing departments, I develop advanced econometric models that guide managerial decision-making. I am an expert in the area of digital media consumption (e.g., on streaming services, on digital TV), and have gained substantial experience working with large data sets and cloud computing. Apart from my interest in new media, I work on projects in the area of retailing.

Curious to learn more about my research? What this 2-minute YouTube video (in English, in Dutch).

More info about my research is available on my research profile, or personal website. I'm active on Twitter and LinkedIn.

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Recente publicaties

  1. Teaching material for: How well does consumer-based brand equity alig…

    Datta, H., Ailawadi, K. L., & van Heerde, H. J. (2019, Feb 5). Teaching material for: How well does consumer-based brand equity align with sales-based brand equity and marketing mix response?
  2. Category characteristics for IRI Marketing Science Dataset

    Datta, H. (Author), Ailawadi, K. L. (Author), & van Heerde, H. J. (Author). (2018). Category characteristics for IRI Marketing Science Dataset. Data set/Database, Dataverse NL. Retrieved from http://hdl.handle.net/10411/LJJNMU
  3. Changing their tune

    Datta, H., Knox, G., & Bronnenberg, B. (2018). Changing their tune: How consumers' adoption of online streaming affects music consumption and discovery. Marketing Science, 37(1), 5-21.
  4. Consumer connectivity in a complex, technology-enabled, and mobile-or…

    Verhoef, P. C., Stephen, A. T., Kannan, P. K., Luo, X., Abishek, V., Andrews, M., ... Zhang, Y. (2017). Consumer connectivity in a complex, technology-enabled, and mobile-oriented world with smart products. Journal of Interactive Marketing, 40, 1-8.
  5. How well does consumer-based brand equity align with sales-based bran…

    Datta, H., Ailawadi, K. L., & van Heerde, H. J. (2017). How well does consumer-based brand equity align with sales-based brand equity and marketing mix response? Journal of Marketing, 81(3), 1-20.

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