Profile
Aurélie Lemmens is a Full Professor at the Rotterdam School of Management, Erasmus University (The Netherlands). She holds the Chair in Customer Analytics in the Department of Marketing Management. She is also the Academic Director of the Expert Practice on Customer Analytics at the Erasmus Center for Data Analytics.
She obtained my Ph.D. degree from K.U. Leuven (Belgium), after obtaining an MSc as Business Engineer at Solvay Business School (Belgium). Before joining RSM, she held appointments at the Erasmus School of Economics in Rotterdam and Tilburg University (The Netherlands). She has also been a visiting scholar at Harvard Business School (USA).
Her research interests focus on the development of prescriptive analytics that can leverage consumer data in order to address key business decisions. She is interested in the design of new methodologies that can guide organizations in their customer-centric decision-making. Her research portfolio is organized according to the three fundamental stages of the customer lifecycle: (i) customer acquisition and new product introduction, (ii) customer development and engagement, and (iii) customer retention. A substantial part of her work involves machine learning and large-scale cluster and grid computing.
Her research has been published in leading academic journals, such as Marketing Science, the Journal of Marketing, the Journal of Marketing Research, and the International Journal of Research in Marketing. In 2012, she was the recipient of the 2012 IJRM Best Paper Award. I am also serving on the editorial board of the Journal of Marketing Research and the International Journal of Research in Marketing. Finally, I was awarded several prestigious grants, including a Marie Curie from the European Research Council, a Veni grant, and a Vidi grant from the Dutch Science Foundation, NWO and she was a finalist for the ERC consolidator grant.
Besides research, she teaches Customer Analytics in the Business Analytics and Management Msc, Customer Centricity in the Marketing Management Msc, and Creating Customer Value in the Executive MBA program. She has received several best teaching awards (2017 and 2019) for her course on Conjoint Analysis.
For more information, please find her CV here or visit www.aurelielemmens.com.
Publications
Highlighted (5)
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Esterzon, E., Lemmens, A., & Van den Bergh, B. (2023). Enhancing donor agency to improve charitable giving: Strategies and heterogeneity. Journal of Marketing, 87(4), 636-655. https://doi.org/10.1177/00222429221148969
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Pieters, C., Pieters, R., & Lemmens, A. (2022). Six Methods for Latent Moderation Analysis in Marketing Research: A Comparison and Guidelines. Journal of Marketing Research, 59(5), 941-962. https://doi.org/10.1177/00222437221077266
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Puha, Z., Kaptein, M., & Lemmens, A. (2021). Batch Mode Active Learning for Individual Treatment Effect Estimation. In G. Di Fatta, V. Sheng, A. Cuzzocrea, C. Zaniolo, & X. Wu (Eds.), Proceedings - 20th IEEE International Conference on Data Mining Workshops, ICDMW 2020 (pp. 859-866). Article 9346484 IEEE Computer Society. https://doi.org/10.1109/ICDMW51313.2020.00123
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Lemmens, A., & Gupta, S. (2020). Managing churn to maximize profits. Marketing Science, 39(5), 956-973. https://doi.org/10.1287/mksc.2020.1229
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Ascarza, E., Neslin, S., Netzer, O., Anderson, Z., Fader, P., Gupta, S., Hardie, B., Lemmens, A., Libai, B., Neal, D., Provost, F., & Schrift, R. (2018). In pursuit of enhanced customer retention management. Customer Needs and Solutions, 5(1-2), 65-81. https://doi.org/10.1007/s40547-017-0080-0
Article (15)
Academic (15)
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Esterzon, E., Lemmens, A., & Van den Bergh, B. (2023). Enhancing donor agency to improve charitable giving: Strategies and heterogeneity. Journal of Marketing, 87(4), 636-655. https://doi.org/10.1177/00222429221148969
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Pieters, C., Pieters, R., & Lemmens, A. (2022). Six Methods for Latent Moderation Analysis in Marketing Research: A Comparison and Guidelines. Journal of Marketing Research, 59(5), 941-962. https://doi.org/10.1177/00222437221077266
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Lemmens, A., & Gupta, S. (2020). Managing churn to maximize profits. Marketing Science, 39(5), 956-973. https://doi.org/10.1287/mksc.2020.1229
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Ascarza, E., Neslin, S., Netzer, O., Anderson, Z., Fader, P., Gupta, S., Hardie, B., Lemmens, A., Libai, B., Neal, D., Provost, F., & Schrift, R. (2018). In pursuit of enhanced customer retention management. Customer Needs and Solutions, 5(1-2), 65-81. https://doi.org/10.1007/s40547-017-0080-0
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Glady, N., Lemmens, A., & Croux, C. (2015). Unveiling the relationship between the transaction timing, spending and dropout behavior of customers. International Journal of Research in Marketing, 32(1), 78-93. https://doi.org/10.1016/j.ijresmar.2014.09.005
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Verbeke, W., Bagozzi, RP., van den Berg, W., & Lemmens, A. (2013). Polymorphisms of the OXTR gene explain why sales professionals love to help customers. Frontiers in Behavioral Neuroscience, 7, 171. https://doi.org/10.3389/fnbeh.2013.00171
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Lemmens, A., Croux, C., & Stremersch, S. (2012). Dynamics in the international market segmentation of new product growth. International Journal of Research in Marketing, 29(1), 81-92. https://doi.org/10.1016/j.ijresmar.2011.06.003
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Bijmolt, THA., Leeflang, PSH., Block, F., Eisenbeiss, M., Hardie, BGS., Lemmens, A., & Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341-356. https://doi.org/10.1177/1094670510375603
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Stremersch, S., & Lemmens, A. (2009). Sales Growth of New Pharmaceuticals Across the Globe: the Role of Regulatory Regimes. Marketing Science, 28(4), 690-708. https://doi.org/10.1287/mksc.1080.0440
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Lemmens, A., Croux, C., & Dekimpe, MG. (2008). Measuring and Testing Granger Causality over the Spectrum: An Application to European Production Expectation Surveys. International Journal of Forecasting, 24(3), 414-431. https://doi.org/10.1016/j.ijforecast.2008.03.004
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Lemmens, A., Croux, C., & Dekimpe, MG. (2007). Consumer Confidence in Europe: Unity or Diversity. International Journal of Research in Marketing, 24(2), 113-127. https://doi.org/10.1016/j.ijresmar.2006.10.006
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Gelper, S., Lemmens, A., & Croux, C. (2007). Consumer Sentiment and Consumer Spending: Decomposing the Granger Causal Relationship in the Time Domain. Applied Economics, 39(1), 1-11. https://doi.org/10.1080/00036840500427791
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Croux, C., Joossens, K., & Lemmens, A. (2007). Trimmed Bagging. Computational Statistics & Data Analysis, 52(1), 362-368. https://doi.org/10.1016/j.csda.2007.06.012
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Lemmens, A., & Croux, C. (2006). Bagging and Boosting Classification Trees to Predict Churn. Journal of Marketing Research, 43(2), 276-286. https://doi.org/10.1509/jmkr.43.2.276
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Lemmens, A., Croux, C., & Dekimpe, MG. (2005). On the Predictive Content of Production Surveys: a Pan-European Study. International Journal of Forecasting, 21(2), 363-375. https://doi.org/10.1016/j.ijforecast.2004.10.004
Conference proceeding (2)
Academic (2)
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Puha, Z., Kaptein, M., & Lemmens, A. (2021). Batch Mode Active Learning for Individual Treatment Effect Estimation. In G. Di Fatta, V. Sheng, A. Cuzzocrea, C. Zaniolo, & X. Wu (Eds.), Proceedings - 20th IEEE International Conference on Data Mining Workshops, ICDMW 2020 (pp. 859-866). Article 9346484 IEEE Computer Society. https://doi.org/10.1109/ICDMW51313.2020.00123
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Croux, C., Joossens, K., & Lemmens, A. (2004). Bagging a stacked classifier. In Proceedings in Computational Statistics (pp. 839-855)
Working paper (2)
Academic (2)
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Lemmens, A., & Gupta, S. (2019). Managing churn to maximize profits. Harvard Business School. http://hdl.handle.net/1765/121652
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Pieters, C., & Lemmens, A. (2015). Acquiring customers via word-of-mouth referrals. Marketing Science Institute.
Courses
Customer Analytics
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022
- Code: BM21BAM
- Level: Master
Customer Centricity
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022, 2020/2021, 2019/2020
- Code: BMME144
- Level: Master, Master, Master, Master
BAM Master Thesis & Internship
- Study year: 2024/2025, 2023/2024, 2022/2023, 2021/2022
- Code: BMMTIBAM
- Level: Master
Past courses
Current Topics in Marketing Research
- Study year: 2023/2024
- Code: BERMASC040
- ECTS: 5 Level: PhD
BAM Master Thesis & Internship
- Study year: 2021/2022, 2020/2021
- Code: BMMTBAM
- ECTS: 16 Level: Master
Customer Analytics - Extra assignment
- Study year: 2021/2022
- Code: BM21BAME
- Level: Master
Customer Analytics
- Study year: 2020/2021
- Code: BM11BAM
- ECTS: 6 Level: Master
Advanced Marketing Decision Models
- Study year: 2019/2020
- Code: BERMASC044
- ECTS: 4 Level: Master
Featured in the media
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The Secret to Fundraising: Allow Donors to Choose How Their Money Is Spent
Empowering Donors: How Allowing Choice Boosts Charitable Fundraising
Tuesday, 31 January 2023 -
The right way to manage customer churn for maximum profit
An article co-written by Aurelie Lemmens of RSM that describes how companies can more than double profits from customer retention, without expending any additional money or effort.
Monday, 13 July 2020 -
The Right Way to Manage Churn for Maximum Profit
An article discussing research which was co-written by Aurelie Lemmens of RSM, the paper describes how companies can more than double profits from customer retention, without expending any additional money or effort. …
Monday, 6 July 2020
Featured on RSM Discovery
Allowing donors to choose the charitable project to which their gifts will be dedicated increase fundraising revenues by over 40%
