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Arnaud De Bruyn
Professor, Marketing Department

Photo de Arnaud De Bruyn
Curriculum Vitae (pdf)
General Information Research Areas Publications Other Activities
Education
- Master in Economics, University of Liège (Belgium)
- Ph.D. in Business Administration, The Pennsylvania State University (USA)
On-going Projects

- Database marketing: segmentation, targeting, response modeling, data mining.

- Online recommender systems and customer decision-support systems: conjoint
analysis, collaborative and information filtering.
Academic Publications
Books
  Principles of Marketing Engineering. (with G. Lilien, A. Rangaswamy). 2d edition. State College, PA (USA)  : DecisionPro, 2012
  Principles of Marketing Engineering. (with G. Lilien, A. Rangaswamy). (USA)  : Trafford Publishing, 2007 (Visit http://www.mktgeng.com)


Articles
  "So You Want to Delight Your Customers: The Perils of Ignoring Heterogeneity in Customer Evaluations of Discretionary Preferential Treatments" (R. Butori, A. De Bruyn), International Journal of Research in Marketing, Dec 2013, Vol. 30, Issue 4
  "Opening a donor's wallet: The influence of appeal scales on likelihood and magnitude of donation" (A. De Bruyn, S. Prokopec), Journal of Consumer Psychology, Issue 4
  "How Incorporating Feedback Mechanisms in a DSS Affects DSS Evaluations" (U. Kayande, A. De Bruyn, G. Lilien, A. Rangaswamy, G. Van Bruggen), Information Systems Research, Dec 2009, Vol. 24, Issue 4, p. 527‑546
  "Estimating the Influence of Fairness on Bargaining Behavior" (A. De Bruyn, G. Bolton), Management Science
  "Hierarchical Bayesian Conjoint Models Incorporating Measurement Uncertainty" (J. Liechty, D. Fong, E. Huizingh, A. De Bruyn), Marketing Letters
  "A Multi-Stage Model of Word of Mouth through Viral Marketing" (A. De Bruyn, G. Lilien), International Journal of Research in Marketing
  "Offering Online Recommendations with Minimum Customer Input through Conjoint-Based Decision Aids" (A. De Bruyn, J. Liechty, E. Huizingh, G. Lilien), Marketing Science
  "Modeling voter choice to predict the final outcome of two-stage elections" (W. Kamakura, J. Mazzon, A. De Bruyn), International Journal of Forecasting, Oct 2006, p. 0‑0


Working papers
  "Offering Online Recommendations to Impatient, First-Time Customers with Conjoint Based Segmentation Trees" (with J. Liechty, E. Huizingh, G. Lilien). MSI, 05-103 Jan 05.
  "A Multi-Stage Model of Word of Mouth through Electronic Referrals" (with G. Lilien). eBRC, 2004-02 Jan 04.
  "Predicting Bargaining Behavior: Out-of-Sample Estimates from a Social Utility Model with Quantal Response" (with G. Bolton). ISBM, 2004-1 Jan 04.


Other Publications
Articles published in conference proceedings
  "Optimizing Donations with Individually-Tailored Donation Grids: An Econometric Model of Compliance and Generosity", With S. Prokopec. In : Proceedings of the 39th EMAC Conference, EMAC Conference 2010. Copenhagen (Denmark) : EMAC, 2010
  "Marketing Management Support Systems: When Help is Not Recognized", With N. Althuizen, B. Wierenga, G. Van Bruggen. In : Proceedings of the 39th EMAC Conference, EMAC Conference 2010. Copenhagen (Denmark) : EMAC, 2010
  "The Impact of Anchors on Donors' Behavior: A Field Experiment", With S. Prokopec. In : Advances in Consumer Research, Volume 37, Advances in Consumer Research. Pittsburgh (USA) : Association for Consumer Research, 2009
  "When Asking for More Leads to Getting Nothing: the Impact of Anchors on Donor¿s Behavior", With S. Prokopec. In : Proceedings of the 38th EMAC Conference, European Marketing Conference 2009. Nantes (FRANCE) : Jean-Pierre Helfer, Jean-Louis Nicolas, 2009, p. CD
  "How to Profile your Customers Using Collaborative Database Profiling: an Application to Age Estimation", With N. Tramonte. In : Proceedings of the 37th EMAC Conference, EMAC 2008. Brigthon (United Kingdom) : European Marketing Academy, 2008
  "The Effect of Feedback and Learning on Decision-Support System Adoption", With U. Kayande, G. Lilien, A. Rangaswamy, G. Van Bruggen. In : Proceedings of the 35th EMAC Conference, European Marketing Academy 2006 Conference. Athens (Greece) : European Marketing Academy, 2006, p. 0-0
  "Short Term Impact, Long Term Doom: The Paradox of Optimizing the Number of Solicitations in Direct Marketing Fundraising". In : Proceedings of the 35th EMAC Conference, European Marketing Academy 2006 Conference. Athens (Greece) : European Marketing Academy, 2006, p. 0-0
  "Predicting the final outcome of two-stage elections with a voter-choice model", With W. Kamakura, J. Mazzon. In : Proceedings of the 35th EMAC Conference, 35th EMAC Conference. Athens (Greece) : European Marketing Academy, 2006, p. 0-0
  "Offering Collaborative-like Recommendationis When Data is Sparse: The Case of Attraction-weighted Information Filtering", With C. Giles, D. Pennock. In : Lectures Notes in Computer Science n° 3137. Proceedings of the Third International Conference on Adaptive Hypermedia and Adaptive Web-based Systems,. Berlin (Allemagne) : Springer Verlag, 2004


Scientific Activities
Editorial Board Membership
  International Journal of Research in Marketing, Elsevier


Conference Presentations
  "Predicting Bargaining Behavior when Money is not All that Matters: The Role of Fairness Considerations in Shaping Price Agreements", (with G. Bolton). 34th EMAC Conference, Milan, Italie, 27 May 2005

- Offering Collaborative-Like Recommendations When Data Is Sparse: The Case of Attraction-Weighted Information Filtering (with C. Lee Giles and David M. Pennock), International Conference on Adaptive Hypermedia and Adaptive Web-Based Systems, Eindhoven, The Netherlands, forthcoming August 2004.

- How Much Is Your Customer Database Worth? A Stochastic, Finite Mixture Model of Lifetime Value, INFORMS Marketing Science Conference, Amsterdam, The Netherlands, June 2004.

- Viral Recruiting: Model and Applications (with Arvind Rangaswamy), INFORMS Annual Meeting, Atlanta, GA, October 2003.

- Designing Optimal Sequence of Questions for Online Recommendation Systems (with John C. Liechty and Arvind Rangaswamy), INFORMS Annual Meeting, Atlanta, GA, October 2003.

- Bargaining and the Predictive Value of Social Utility (with Gary E. Bolton), INFORMS Annual Meeting, Atlanta, GA, October 2003.

- Will They Listen Anyway? Viral Marketing and the Effectiveness of Online Word of-Mouth Referrals, AMA Summer Educators' Conference, Chicago, IL, August 2003.

- Designing an Optimal Set of Questions for Product Design and Recommendation Systems (with John C. Liechty and Arvind Rangaswamy), INFORMS Marketing Science Conference, University of Maryland, MD, June 2003.

- Offering Online Recommendations to Impatient, First-Time Customers with Conjoint Based Segmentation Trees (with John C. Liechty, Eelko K.R.E. Huinzigh and Gary L. Lilien), EMAC Conference, Glasgow, United Kingdom, May 2003.

Affiliations and Academic Responsibilities
- European Marketing Academy (EMAC)
- American Marketing Association (AMA)
- Institute for Operations Research and the Management Sciences (INFORMS)

Professional Experience
1997-2000 : Head Analyst, Director of Development, QualiData (France).
Developed the general business and created the Data Analysis and Data Mining department for a data warehousing and direct marketing company.
Responsibilities included data analysis, R&D strategy, business development, consulting and key account management
Useful Links
Marketing
Personal Links
Personal website with up-to-date info.
Contact
E-mail

ESSEC Business School
Av. Bernard Hirsch
B.P. 50105
95021 Cergy Pontoise Cedex
France

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