Florian Zettelmeyer
Florian Zettelmeyer

Nancy L. Ertle Professor of Marketing
Faculty Director, Program on Data Analytics at Kellogg
Chair of Marketing Department

Print Overview

Florian Zettelmeyer is the Nancy L. Ertle Professor of Marketing at the Kellogg School of Management at Northwestern University. He also founded and 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 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. 

Areas 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

Honors and Awards
Finalist for L. G. Lavengood Outstanding Professor of the Year Award, Kellogg School of Management
Certificate of Teaching Impact Award, Kellogg School of Management, Winter 2017
Kellogg Nota Bene Speaker for Part-Time Program, Kellogg School of Management, 2014-2015
Certificate of Teaching Impact Award, Kellogg School of Management, Winter 2015
Impact Award, Kellogg
Impact Award for teaching excellence, Kellogg School of Management, 2014
Nota Bene, Kellogg
Sid Levy Teaching Award, Kellogg
Sidney J. Levy Teaching Award for teaching excellence in elective classes, Kellogg School of Management, 2013
Faculty Commencement Address to Graduating Class 2011, Kellogg School of Management, 2011
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
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
Co-Editor-in-Chief, Quantitative Marketing and Economics, 2014
Associate Editor, Management Science, 2009-Present
Editorial Review Board, Marketing Science, 2007-Present
Editorial Review Board, Journal of Marketing Research, 2007-Present
Associate Editor, Quantitative Marketing and Economics, 2007-2013
Associate Editor, Quantitative Marketing and Economics-2013
Associate Editor, Management Science
Editorial Board Member, Marketing Science
Editorial Board Member, Journal of Marketing Research
Ad-hoc Reviewer, American Economic Review
Associate Editor, American Economic Journal: Economic Policy
Ad-hoc Reviewer, American Economic Journal: Applied Economics

Print Research
Research Interests

Marketing Analytics, Big Data, marketing implications of consumer search and uncertainty, industrial organization, pricing, Internet, environmental economics

Busse, Meghan, Christopher R. Knittel, Jorge Silva-Risso and Florian Zettelmeyer. 2016. Who is Exposed to Gas Prices? How Gasoline Prices Affect Automobile Manufacturers and Dealerships. Quantitative Marketing and Economics. 14(1): 41-95.
Busse, Meghan, Ayelet Israeli and Florian Zettelmeyer. 2017. Repairing the Damage: The Effect of Gender and Price Knowledge on Auto-Repair Price Quotes. Journal of Marketing Research. 54(1): 75-95.
Tadelis, Steve and Florian Zettelmeyer. 2015. Information Disclosure as a Matching Mechanism: Theory and Evidence from a Field Experiment. American Economic Review. 105(2): 886-905.
Tadelis, Steve and Florian Zettelmeyer. Forthcoming. Information Disclosure as a Matching Mechanism: Theory and Evidence from a Field Experiment. American Economic Review.
Anderson, Eric T., Duncan Simester and Florian Zettelmeyer. 2010. Internet Channel Conflict: Problems and Solutions. Review of Marketing Research. 7: 63-92.
Busse, Meghan, 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, FionaScott 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.
Busse, Meghan, 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.
Zettelmeyer, Florian and Greg Shaffer. 2009. Comparative Advertising and In-Store Displays. Marketing Science. 28(6): 1144-56.
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.
Busse, Meghan, 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, FionaScott 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.
Shaffer, Greg and Florian Zettelmeyer. 2004. Advertising in a Distribution Channel. Marketing Science. 23(4): 619-628.
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.
Zettelmeyer, Florian and FionaScott Morton. 2004. The Strategic Positioning of Store Brands In Retailer - Manufacturer Negotiations. Review of Industrial Organization. 24(2): 161-194.
Zettelmeyer, Florian, FionaScott 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, FionaScott Morton and Jorge Silva-Risso. 2001. Internet Car Retailing. Journal of Industrial Economics. 49(4): 501-519.
Anderson, Eric T.Florian Zettelmeyer, Jim Brickley, Erik Brynjolfsson and HauserEugene 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.
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.
Hauser, John R. and Florian Zettelmeyer. 1997. Metrics to Evaluate R, D&E. Research Technology Management. 40(4): 32-38.
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
Zettelmeyer, FlorianBrett Gordon, Dan Chapsky and Neha Bhargava. 2016. SHORT WHITE PAPER: A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook.
Brett, Gordon, Florian Zettelmeyer, Neha Bhargava and Dan Chapsky. 2016. LONG WHITE PAPER: A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook.
Gordon, BrettFlorian Zettelmeyer and Dan Chapsky. 2018. A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook.
Busse, Meghan, Christopher R. Knittel, Jorge Silva-Risso and Florian Zettelmeyer. 2012. Did "Cash for Clunkers" Deliver? The Consumer Effects of the Car Allowance Rebate System.
Busse, Meghan, Christopher R. Knittel and Florian Zettelmeyer. 2012. Stranded Vehicles: How Gasoline Taxes Change the Value of Households' Vehicle Assets.
Zettelmeyer, Florian and FionaScott Morton. 2006. Cowboys or Cowards: Why are Internet Car Prices Lower?.
Zettelmeyer, Florian and FionaScott Morton. 2007. Scarcity Rents in Car Retailing: Evidence from Inventory Fluctuations at Dealerships.
Zettelmeyer, Florian. 2000. The Strategic Use of Consumer Search Cost.
Zettelmeyer, Florian and Greg Merkley. 2015. CDK Digital Marketing: Addressing Channel Conflict with Data Analytics. Case 5-314-504 (KEL894).

Print Teaching
Teaching Interests
Customer Analytics
Full-Time / Evening & Weekend MBA
Customer Analytics (MKTG-482-0)

**This course was formerly known as MKTG-953-0**

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.

Field Study (MKTG-498-0)
Field Studies include those opportunities outside of the regular curriculum in which a student is working with an outside company or non-profit organization to address a real-world business challenge for course credit under the oversight of a faculty member.

Executive MBA
Marketing Analytics: Leading with Big Data (MKTGX-950-0)
Big data and analytics represent a huge opportunity for today’s business leaders and are of critical importance to marketing. This class will teach senior leaders how to leverage the value and insights of the work done in data science to transform their organization. Big data and analytics is not a technology or data science problem; it’s a leadership problem that can and must be solved by leaders. Executives equipped with a working knowledge of data science can massively improve marketing, create operating efficiencies, build new business models, disrupt the competitive status quo of industry and spark innovation. This class will deliver sophisticated data analytics in an easy-to-understand, accessible manner. The content will focus on marketing applications such as pricing, promotion, churn management and memberships (e.g., Amazon Prime). You’ll come away equipped with the knowledge you need to seize opportunities that data analytics presents, tools required to put data to practical use and insights to leverage analytics for increased efficiency, productivity or new business opportunities. A solid understanding of Microsoft Excel is required for this course.

The Chief Marketing Officer in the Digital Age (MKTGX-954-0)
The digital revolution has transformed marketing. As consumers embrace digital technology, developing tactics, strategy, and the role of analytics have changed in fundamental ways. These changes are, in turn, influencing how firms allocate resources, develop innovations, globalize, generate growth, and infuse the customer perspective in decision making throughout the firm. In many firms, Chief Marketing Officers are playing a central role in these efforts, often leading them. This course will explore how CMOs are successfully leading in this new role, with a focus on predictive analytics, innovation, growth, globalization, and corporate culture.

Executive Education
Chief Diversity Officer Summit

Discuss the latest academic research, practitioner insights and best practices in the area of diversity and inclusion with a select group of cross-sector peers.

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Chief Marketing Officer Program

Master the insights needed to navigate significant challenges faced by CMOs today, by engaging in meaningful discussions with Kellogg's top faculty and industry executives. This program is specifically designed to increase the odds of success for enterprise marketing leaders.

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Kellogg Corporate Governance Conference

Exclusive, by-invitation-only annual conference that brings together more than 200 corporate directors and CEOs to discuss critical issues in corporate governance.

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Leading with Big Data and Analytics: From Insight to Action

Sophisticated subject matter in an easy-to-understand, accessible format equips executives with the working knowledge needed to seize opportunities that business analytics presents, develop a big data strategy and put data analytics to practical use.

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The Customer-Focused Organization: Leading Transformation

The digital revolution is empowering customers, fueling disruptive innovation and globalization of markets. In the wake of these challenges, firms that are customer-centric thrive. Learn how leaders successfully infuse a customer-centric perspective throughout an organization, generate value, build brands with meaning, and offer exceptional customer experiences to win in the digital age.

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