• Warandelaan 2, Koopmans Building, room K 728

    5037 AB Tilburg


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Personal profile

Research interests

I develop advanced econometric models that guide managerial decision-making and inform public policy in the area of digital media consumption (e.g., on streaming services, on digital TV). I 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.

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

Interested to learn more how I manage data- and computation-intensive research projects? See my lab documentation here.


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)


Current courses

Click here for my courses.

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
Music Business & Economics
Marketing mix Business & Economics
Marketing Business & Economics
Connectivity Business & Economics
Elasticity Business & Economics
Universality Business & Economics
Homogenization Business & Economics

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

Research Output 2015 2020

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

Streaming Services and the Homogenization of Music Consumption

Knox, G. & Datta, H., 6 Jan 2020, (Unpublished).

Research output: Working paperScientificpeer-review

Consumer knowledge
Large groups

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

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

User-centric payment systems for music streaming services

Hannes Datta


1 item of Media coverage

Press/Media: Expert Comment

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

Prizes / Recognition

Brand equity
Marketing mix

MSI Young Scholar - Class of 2019

Hannes Datta (Recipient), Oct 2018

Prize: Fellowship