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.
Marketing Analytics, Big Data, marketing implications of consumer search and uncertainty, industrial organization, pricing, Internet, environmental economics
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.
Exclusive, by-invitation-only annual conference that brings together more than 200 corporate directors and CEOs to discuss critical issues in corporate governance.
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.
**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.
We will use the statistics program R in Customer Analytics. R is harder to use that Stata but has become the industry standard (together with Python) and is extremely good for data management, visualization, and Machine Learning.Before you start the course, you will need to learn how to use R using tutorials and screencasts I will make available on December 15, 2018. There will be a quiz to make sure that you are sufficiently proficient in R before the course starts. Please do not take this class if you are not willing or able to make this investment.