Research Output per year
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
Category characteristics for IRI Marketing Science Dataset
Datta, H., Ailawadi, K. L. & van Heerde, H. J., 1 May 2018Research output: Non-textual form › Data set/Database › Other 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. 5-21Research output: Contribution to journal › Article › Scientific › peer-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. 1-8Research output: Contribution to journal › Article › Scientific › peer-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. 1-20Research output: Contribution to journal › Article › Scientific › peer-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. 217-234Research output: Contribution to journal › Article › Scientific › peer-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)