Florian Zettelmeyer
Florian Zettelmeyer

Nancy L. Ertle Professor of Marketing
Faculty Director, Program on Data Analytics @ Kellogg, KMCI

Print Overview

Florian Zettelmeyer is the Nancy L. Ertle Professor of Marketing at the Kellogg School of Management at Northwestern University. He also directs the Program on Data Analytics at Kellogg, the school's Big Data and Analytics initiative. 

Prior to his appointment at Kellogg he was an Associate Professor of Marketing and chair of the marketing group at the Haas School of Business, University of California at Berkeley. Before his Ph.D., he briefly worked in consulting at McKinsey and Company's German office. 

Professor Zettelmeyer specializes in evaluating the effects of information technology and big data on firms. More generally, his work addresses how the information consumers have about firms and the information firms have about consumers affect firm behavior. Professor Zettelmeyer has extensively studied the auto industry as a laboratory to understand the effects of customer information, investigating the effect of the Internet, the passthrough and effectiveness of promotions, and what consumers' online journeys predict about their purchase behavior. 

Professor Zettelmeyer teaches the MBA elective "Customer Analytics," a key marketing analytics course at the Kellogg School of Management. The has received numerous teaching awards and been voted "Outstanding Professor of the Year" by Kellogg MBA students. He is a Research Associate of the National Bureau of Economic Research (NBER). 

Professor Zettelmeyer received a Vordiplom in business engineering from the University of Karlsruhe (Germany), a M.Sc. in economics from the University of Warwick (UK) and a Ph.D. in marketing from the Massachusetts Institute of Technology. 

Area of Expertise

Data Analytics
Print Vita
PhD, 1996, Management Science, Massachusetts Institute of Technology
Vordiplom, 1992, Business Engineering, University of Karlsruhe
MS, 1991, Economics, University of Warwick

Academic Positions
Director, Program for Data Analytics at Kellogg, Northwestern University, Kellogg School of Management, 2013-present
Nancy L. Ertle Chair in Marketing, Marketing, Northwestern University, Kellogg School of Management, 2012-present
J. L. and Helen Kellogg Chair in Marketing, Professor, Marketing, Northwestern University, Kellogg School of Management, 2008-present
Professor, Marketing, Haas School of Business, University of California at Berkeley, 2008-2008
Chair, Marketing Group, Marketing, Haas School of Business, University of California at Berkeley, 2006-2008
Associate Professor, Marketing, Haas School of Business, University of California at Berkeley, 2003-2008
Assistant Professor, Marketing, Haas School of Business, University of California at Berkeley, 1998-2003
Assistant Professor, Marketing, Simon Graduate School of Business Administration, University of Rochester, 1996-1997

Grants and Awards
Impact Award for teaching excellence, Kellogg School of Management, 2014
Sidney J. Levy Teaching Award for teaching excellence in elective classes, Kellogg School of Management, 2013
L. G. Lavengood Outstanding Professor of the Year Award, Kellogg School of Management, 2011
Sidney J. Levy Teaching Award, Kellogg School of Management, 2010-2011, 2008-2009
Faculty Commencement Address to Graduating Class 2011, Kellogg School of Management, 2011
Impact Award for teaching excellence, Kellogg School of Management, 2011
Lavengood Outstanding Professor of the Year Nominee for excellence , Kellogg School of Management, 2010
Impact Award for teaching excellence, Kellogg School of Management, 2010

Editorial Positions
Associate Editor, Management Science, 2009-Present
Editorial Review Board, Marketing Science, 2007-Present
Editorial Review Board, Journal of Marketing Research, 2007-Present
Co-Editor, Quantitative Marketing and Economics, 2014-present
Associate Editor, Quantitative Marketing and Economics , 2007-2013
Editorial Board, Journal of Interactive Marketing
Editorial Board, Journal of Marketing
Editorial Board, Journal of Public Policy in Marketing

Print Research
Research Interests
Marketing implications of consumer search and uncertainty, industrial organization, pricing, Internet

Tadelis, Steve and Florian Zettelmeyer. Forthcoming. Information Disclosure as a Matching Mechanism: Theory and Evidence from a Field Experiment. American Economic Review.
, Christopher R. Knittel and Florian Zettelmeyer. 2013. Are Consumers Myopic? Evidence from New and Used Car Purchases. American Economic Review. 103(1): 220-256.
Zettelmeyer, Florian, Fiona Scott Morton and Jorge Silva-Risso. 2011. What Matters for Price Negotiations: Evidence from the US Auto Retailing Industry. Quantitative Marketing And Economics. 9(4): 365-402.
, Duncan Simester and Florian Zettelmeyer. 2010. "The Best Price You'll Ever Get": The 2005 Employee Discount Pricing Promotions in the US Automobile Industry. Marketing Science. 29(2): 268–290.
, Duncan Simester and Florian Zettelmeyer. 2010. Internet Channel Conflict: Problems and Solutions. Review of Marketing Research. 7: 63-92.
Zettelmeyer, Florian, Ravi Dhar and Ana Valenzuela. 2009. Contingent Response to Self-Customization Procedures: Implications for Consumer Choice and Satisfaction. Journal of Marketing Research. 46(6): 754-63.
Zettelmeyer, Florian and Greg Shaffer. 2009. Comparative Advertising and In-Store Displays. Marketing Science. 28(6): 1144-56.
, Jorge Silva-Risso and Florian Zettelmeyer. 2006. $1000 Cash Back: The Pass-Through of Auto Manufacturer Promotions. American Economic Review. 96(4): 1253-1270.
Zettelmeyer, Florian, Fiona Scott Morton and Jorge Silva-Risso. 2006. How the Internet Lowers Prices: Evidence from Matched Survey and Auto Transaction Data. Journal of Marketing Research. 43(2): 168-181.
Zettelmeyer, Florian. 2004. Review of "Ruling the Root: Internet Governance and the Taming of Cyberspace" by Milton L Mueller. Journal of Economic Literature. 42(3): 867-868.
Shaffer, Greg and Florian Zettelmeyer. 2004. Advertising in a Distribution Channel. Marketing Science. 23(4): 619-628.
Zettelmeyer, Florian and Fiona Scott Morton. 2004. The Strategic Positioning of Store Brands In Retailer - Manufacturer Negotiations. Review of Industrial Organization. 24(2): 161-194.
Zettelmeyer, Florian, Fiona Scott Morton and Jorge Silva-Risso. 2003. Consumer Information and Discrimination: Does the Internet Affect the Pricing of New Cars to Women and Minorities?. Quantitative Marketing and Economics. 1(1): 65-92.
Shaffer, Greg and Florian Zettelmeyer. 2002. When Good News about your Rival is Good For You. Marketing Science. 21(3): 273-293.
Zettelmeyer, Florian, Fiona Scott Morton and Jorge Silva-Risso. 2001. Internet Car Retailing. Journal of Industrial Economics. 49(4): 501-519.
Florian Zettelmeyer, Jim Brickley, Erik Brynjolfsson and Hauser Eugene Kandell. 2000. Expanding to the Internet: Pricing and Communications Strategies When Firms Compete on Multiple Channels. Journal of Marketing Research. 37(3): 292-308.
Swait, Joffre, Tulin Erdem, Susan Broniarczyk, Dipankar Chakravarti, Jean-Noel Kapferer, Michael Keane, John Roberts, Jan-Benedict E.M. Steenkamp and Florian Zettelmeyer. 1998. Brand Equity, Consumer Learning and Choice. Marketing Letters. 10(3): 301-318.
Hauser, John R. and Florian Zettelmeyer. 1997. Metrics to Evaluate R, D&E. Research Technology Management. 40(4): 32-38.
Zettelmeyer, Florian, Drazen Prelec and Birger Wernerfelt. 1997. The Role of Inference in Context Effects: Inferring What You Want From What is Available. Journal of Consumer Research. 24(1): 118-125.
Zettelmeyer, Florian and Paul Stoneman. 1993. Testing Alternative Models of New Product Diffusion. Economics of Innovation and New Technology. 2(4): 283-308.
Working Papers
, Ayelet Israeli and Florian Zettelmeyer. 2013. Repairing the Damage: The Effect of Price Expectations on Auto-Repair Price Quotes.
, Christopher R. Knittel and Florian Zettelmeyer. 2012. Who is Exposed to Gas Prices? How Gasoline Prices Affect Automobile Manufacturers and Dealerships.
, Christopher R. Knittel, Jorge Silva-Risso and Florian Zettelmeyer. 2012. Did "Cash for Clunkers" Deliver? The Consumer Effects of the Car Allowance Rebate System.
, Christopher R. Knittel and Florian Zettelmeyer. 2012. Stranded Vehicles: How Gasoline Taxes Change the Value of Households' Vehicle Assets.
Zettelmeyer, Florian and Fiona Scott Morton. 2007. Scarcity Rents in Car Retailing: Evidence from Inventory Fluctuations at Dealerships.

Print Teaching
Teaching Interests
Customer Analytics

Full-Time / Part-Time MBA
Customer Analytics (MKTG-953-0)

This course counts toward the following majors: Marketing, Marketing Management, Media Management

Marketing is evolving from an art to a science. Many firms have extensive information about consumers' choices and how they react to marketing campaigns, but few firms have the expertise to intelligently act on such information. In this course, students will learn the scientific approach to marketing with hands-on use of technologies such as databases, analytics and computing systems to collect, analyze, and act on customer information. While students will employ quantitative methods in the course, the goal is not to produce experts in statistics; rather, students will gain the competency to interact with and manage a marketing analytics team.