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 analytics and AI on firms. In recent years he has focused on the AdTech industry, in particular on how to improve advertising measurement. Before that 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 also co-directs Kellogg's "Leading with Big Data and Analytics" executive education course for senior leaders. He is a Research Associate of the National Bureau of Economic Research (NBER).
In addition to being a chaired professor at Kellogg, Professor Zettelmeyer is a senior science leader at Amazon. He leads the Advertising Economics organization, whose function it to use data science and economics to come up with disruptive ideas for the Amazon advertising business.
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.
Marketing analytics, digital advertising, marketing implications of consumer search and uncertainty, industrial organization, pricing, Internet, environmental economics
Customer Analytics, Leading with Advanced Analytics and AI
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.
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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Previously Named: Leading with Big Data and Analytics
Sophisticated subject matter in an easy-to-understand, accessible format equips executives with the working knowledge needed to seize opportunities that analytics, artificial intelligence and a data strategy presents and put data analytics to practical use.