Photo of Aurélie Lemmens
  • Warandelaan 2, Tias Building, room T 610

    5037 AB Tilburg


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Personal profile

Research interests

Please visit my personal website: for the latest updates.

My core research and teaching expertise lies in the field of Customer Analytics.

SUBSTANTIVE INTERESTS (I) Customer-centric strategies using data science, including customer acquisition and retention models, customer profitability analysis, CLV analysis, Word-of-mouth and social network analysis; (II) (International) new product strategies, including new product launch & diffusion patterns, international pricing and international segmentation.

METHODOLOGICAL INTERESTS (I) Machine learning, including ensemble methods (bagging stochastic gradient boosting and method combination optimization), parametric & nonparametric binary choice models, and optimization techniques (gradient descent); (II) Time series & spectral analysis, including time-varying coefficient models, panel error-correction models, semiparametric modeling, Granger causality, forecasting.


2011 - Present: Associate Professor, Marketing Department, TILBURG UNIVERSITY

  • Spring 2012 & Fall 2012: Visiting Scholar at HARVARD BUSINESS SCHOOL, Boston, USA

2008 - 2011: Associate Professor, Erasmus School of Economics, ERASMUS UNIVERSITY ROTTERDAM.

2006 - 2008: Assistant Professor, Erasmus School of Economics, ERASMUS UNIVERSITY ROTTERDAM.

Current courses

Click here for my courses.

PhD supervision

Constant Pieters (2014-present), PhD dissertation on the optimization of targeted marketing strategies to foster new product adoption. For more detail about Constant, see


  • Business Analytics
  • Marketing
  • Machine Learning

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

Love Medicine & Life Sciences
Alleles Medicine & Life Sciences
Copula Business & Economics
Cues Medicine & Life Sciences
Referral Business & Economics
Modeling Business & Economics
International market segmentation Business & Economics
Drop out Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2005 2018

144 Downloads (Pure)

In pursuit of enhanced customer retention management: Review, key issues, and future directions

Ascarza, Neslin, Netzer, Lemmens, A., Anderson, Z., Fader, P. S., Gupta, S., Hardie, B. G. S., Libai, B., Neal, D. & Provost, F., Mar 2018, In : Customer Needs and Solutions. 5, 1-2, p. 65-81

Research output: Contribution to journalArticleScientificpeer-review

Open Access
Future directions
Customer retention
Data sources

Acquiring Customers via Word-of-Mouth Referrals: A Virtuous Strategy?

Pieters, C. & Lemmens, A., 12 Jul 2015, Cambridge: Marketing Science Institute, p. 1-93, 93 p. (MSI Working Paper Series; vol. 15, no. 123).

Research output: Working paperOther research output


Unveiling the relationship between the transaction timing, spending and dropout behavior of customers

Glady, N., Lemmens, A. & Croux, C., Mar 2015, In : International Journal of Research in Marketing. 32, 1, p. 78-93

Research output: Contribution to journalArticleScientificpeer-review

Drop out
Product category
Purchase behavior
Cash flow

Managing Churn to Maximize Profits

Lemmens, A. & Gupta, S., 2013, Boston: Harvard Business School. 38 p. (Working Paper; no. 14-020)

Research output: Book/ReportReportProfessional

314 Downloads (Pure)

Polymorphisms of the OXTR Gene to explain why sales professionals love to help customers

Verbeke, W., Bagozzi, R. P., van den Berg, W. E. & Lemmens, A., 2013, In : Frontiers in Behavioral Neuroscience. 7, 171.

Research output: Contribution to journalArticleScientificpeer-review

Open Access

Projects 2010 2013