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Arnaud De Bruyn
Professeur , Département Marketing

Photo of Arnaud De Bruyn
CV en pdf
Présentation Thèmes de Recherche Publications Autres Activités
Formation
- Master in Economics, University of Liège (Belgium)
- Ph.D. in Business Administration, The Pennsylvania State University (USA)
Thèmes de Recherche
Thèmes

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

- Online recommender systems and customer decision-support systems: conjoint analysis, collaborative and information filtering.

- Marketing Engineering and marketing analytics



Secteurs

- Internet startups

- Fundraising


Zones géographiques

- Europe

- USA



Publications académiques
Ouvrages
  Principles of Marketing Engineering. (avec G. Lilien, A. Rangaswamy). 2ème édition. State College, PA (USA)  : DecisionPro, 2012
  Principles of Marketing Engineering. (avec G. Lilien, A. Rangaswamy). (USA)  : Trafford Publishing, 2007 (Visitez 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, déc. 2013, Vol. 30, Numéro 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, Numéro 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, déc. 2009, Vol. 24, Numéro 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" (avec J. Liechty, E. Huizingh, G. Lilien). MSI, 05-103 janv. 05.
  "A Multi-Stage Model of Word of Mouth through Electronic Referrals" (avec G. Lilien). eBRC, 2004-02 janv. 04.
  "Predicting Bargaining Behavior: Out-of-Sample Estimates from a Social Utility Model with Quantal Response" (avec G. Bolton). ISBM, 2004-1 janv. 04.


Autres publications
Communications publiées
  "Optimizing Donations with Individually-Tailored Donation Grids: An Econometric Model of Compliance and Generosity", avec 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", avec 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", avec 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", avec 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", avec 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", avec 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", avec 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", avec 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.


Activités scientifiques
Membre d'un comité de lecture
  International Journal of Research in Marketing, Elsevier


Communications présentées à des conférences
  "Predicting Bargaining Behavior when Money is not All that Matters: The Role of Fairness Considerations in Shaping Price Agreements", (avec G. Bolton). 34th EMAC Conference, Milan, Italie, 27 mai 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 et activités académiques
- European Marketing Academy (EMAC)
- American Marketing Association (AMA)
- Institute for Operations Research and the Management Sciences (INFORMS)

Expérience professionnelle
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
Liens utiles
Marketing
Liens personnels
Personal website with up-to-date info.
Contact
E-mail

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

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