• Warandelaan 2, Tias Building, room T 606

    5037 AB Tilburg

    Netherlands

Accepting PhD Students

20152018
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Personal profile

Research interests

In my work, I develop advanced econometric models that guide managerial decision-making. I am an expert in the area of digital media consumption (e.g., on streaming services, on digital TV), and have gained substantial experience working with large data sets and cloud computing. Apart from my interest in new media, I work on projects in the area of retailing, e.g., one on generalizing marketing response elasticities in emerging markets.

Career

05/2018 - today

Associate Professor
Department of Marketing, Tilburg University, The Netherlands

 

09/2013 - 4/2018

Assistant Professor
Department of Marketing, Tilburg University, The Netherlands

 

Please download my most recent CV.

Teaching

(1) Research in Social Media (Data science skills for digital and social media research) [2014-...]

  • database management using SQL
  • web scraping
  • big data analytics
  • entertainment industry data sets

(2) Digital and Social Media Strategies [2016-2017]

  • Bachelor course, introduction to digital marketing
(3) Other
  • Faculty-wide recognition for Teaching Excellence 2017, Tilburg School of Economics and Management (TiSEM)
  • Coordinator for Google's Online Marketing Challenge [2015-2017, 2019-...]
  • Winner of the Teacher of the Year Award of Tilburg University (2016)
  • University Teacher Qualification (since 2015)

 

Current courses

Click here for my courses.

Keywords

  • Econometrics
  • Social Media
  • Marketing
  • Media
  • Marketing Models
  • Companies And Internet
  • Big Data Analytics
  • Statistical Methods
  • Business Modelling

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.

marketing Earth & Environmental Sciences
leader Social Sciences
alumni Social Sciences
Brand equity Business & Economics
Marketing mix Business & Economics
Marketing Business & Economics
Music Business & Economics
Connectivity Business & Economics

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

Research Output 2015 2018

  • 4 Article
  • 1 Data set/Database

Category characteristics for IRI Marketing Science Dataset

Datta, H., Ailawadi, K. L. & van Heerde, H. J., 1 May 2018

Research output: Non-textual formData set/DatabaseOther research output

Open Access
marketing
science

Changing their tune: How consumers' adoption of online streaming affects music consumption and discovery

Datta, H., Knox, G. & Bronnenberg, B., Jan 2018, In : Marketing Science. 37, 1, p. 5-21

Research output: Contribution to journalArticleScientificpeer-review

Open Access
Music
Experimentation
Ownership
Digital music
Purchasing

Consumer connectivity in a complex, technology-enabled, and mobile-oriented world with smart products

Verhoef, P. C., Stephen, A. T., Kannan, P. K., Luo, X., Abishek, V., Andrews, M., Bart, Y., Datta, H., Fong, N. M., Hoffman, D. L., Hu, M., Novak, T. P., Rand, W. & Zhang, Y., Nov 2017, In : Journal of Interactive Marketing. 40, p. 1-8

Research output: Contribution to journalArticleScientificpeer-review

Open Access
Connectivity
Internet of things
Information sharing
Firm strategy
Interconnection

How well does consumer-based brand equity align with sales-based brand equity and marketing mix response?

Datta, H., Ailawadi, K. L. & van Heerde, H. J., May 2017, In : Journal of marketing. 81, 3, p. 1-20

Research output: Contribution to journalArticleScientificpeer-review

Open Access
File
Brand equity
Marketing mix
Assets
Market share models
Marketing

The challenge of retaining customers acquired with free trials

Datta, H., Foubert, B. & van Heerde, H. J., Apr 2015, In : Journal of Marketing Research. 52, 2, p. 217-234

Research output: Contribution to journalArticleScientificpeer-review

Open Access
File
Marketing communications
Customer lifetime value
Unobserved heterogeneity
Digital TV
Customer equity

Prizes / Recognition

2017 MSI / H. Paul Root Award

Hannes Datta (Recipient), 2018

Prize: Prize (including medals and awards)

Marketing
Brand equity
Marketing mix

MSI Young Scholar - Class of 2019

Hannes Datta (Recipient), Oct 2018

Prize: Fellowship awarded competitively

marketing
leader
alumni
university
Teaching

NWO Talent Scheme - Veni grant

Hannes Datta (Recipient), 2018

Prize: Prize (including medals and awards)