We are Tilburg 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 and inform public policy in the area of digital media consumption (e.g., on streaming services, on digital TV). I 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.

Courses

Recent publications

  1. Streaming Services and the Homogenization of Music Consumption

    Knox, G., & Datta, H. (2020). Streaming Services and the Homogenization of Music Consumption.
  2. 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?
  3. Universality or Differences in Marketing Elasticities in Emerging ver…

    Datta, H., van Heerde, H. J., Dekimpe, M., & Steenkamp, J. E. B. M. (2019). Universality or Differences in Marketing Elasticities in Emerging versus Developed Markets? The Moderating Role of Brand Equity.
  4. 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
  5. Changing their tune - How consumers' adoption of online streaming aff…

    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.

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