Marketing Seminar: Florian Zettelmeyer, Kellogg School of Management at Northwestern University

Florian Zettelmeyer, Kellogg School of Management at Northwestern University

Florian Zettelmeyer, Nancy L. Ertle Professor of Marketing at the Kellogg School of Management at Northwestern University, will deliver a talk on his research.

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 Advanced Analytics and AI” 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.

Learn more about Florian Zettelmeyer here

Talk sponsored by the Mendoza College of Business Marketing Department as part of the Eugene B. Clark Research Seminar Series. Free and open to the Mendoza and campus community. Contact Frank Germann for more details.