• Warandelaan 2, Koopmans Building, room K 728

    5037 AB Tilburg


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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.

Curious to learn more about my research? What this 2-minute YouTube video (in English, in Dutch).


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.


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

  • database management using SQL and MongoDB
  • web scraping and APIs
  • obtaining causality from observational data
  • entertainment industry data sets

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

  • Bachelor course, introduction to digital marketing
(3) Others
  • Faculty-wide recognition for Teaching Excellence 2017, 2018, Tilburg School of Economics and Management (TiSEM); Winner of TiSEM's Best Teacher Award for Master course)
  • Winner of the Teacher of the Year Award of Tilburg University (2016)
  • University Teacher Qualification (since 2015)


External positions

Member of the Advisory Board (Gradient Metrics)

28 Jan 2019 → …


  • Econometrics
  • Digital media
  • Marketing
  • Data science
  • Marketing Models
  • Companies And Internet
  • Big Data Analytics
  • Statistical Methods
  • Social media

Fingerprint Dive into the research topics where Hannes Datta is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

  • 3 Similar Profiles
Brand equity Business & Economics
Marketing mix Business & Economics
Marketing Business & Economics
Music Business & Economics
Connectivity Business & Economics
Elasticity Business & Economics
Universality Business & Economics
Internet of things Business & Economics

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

Research Output 2015 2019

  • 4 Article
  • 1 Data set/Database
  • 1 Other contribution
  • 1 Working paper

Teaching material for: 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., 5 Feb 2019

Research output: Other contributionOther research output

Universality or Differences in Marketing Elasticities in Emerging versus Developed Markets? The Moderating Role of Brand Equity

Datta, H., van Heerde, H. J., Dekimpe, M. & Steenkamp, J. E. B. M., 13 Sep 2019.

Research output: Working paperOther research output

Brand equity
Emerging markets

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

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
Digital music

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
Internet of things
Information sharing
Firm strategy

Activities 2018 2019

  • 1 Membership of board
  • 1 Visiting an external academic institution

Gradient Metric (External organisation)

Hannes Datta (Member)
1 Feb 2019 → …

Activity: Membership typesMembership of boardProfessional

Duke University

Hannes Datta (Visiting researcher)
10 Sep 20189 Nov 2018

Activity: Visiting an external institution typesVisiting an external academic institutionScientific

Press / Media

This is how streaming services like Spotify change your music taste

Hannes Datta


1 Media contribution

Press/Media: Expert Comment

EU Conference “Challenging (the) Content”

Hannes Datta


1 Media contribution

Press/Media: Expert Comment

How does online streaming impact society?

Hannes Datta


3 Media contributions

Press/Media: Other

Rise of subscription commerce

Hannes Datta


1 Media contribution

Press/Media: Expert Comment

Prizes / Recognition

Brand equity
Marketing mix

MSI Young Scholar - Class of 2019

Hannes Datta (Recipient), Oct 2018

Prize: Fellowship