Aurélie Lemmens

Aurélie Lemmens
Rotterdam School of Management · Department of Marketing Management

PhD in Applied Economics

About

25
Publications
21,718
Reads
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1,298
Citations
Introduction
Aurélie Lemmens currently works at the Department of Marketing Management at the Rotterdam School of Management. Aurélie does research in Machine Learning applied to marketing, Econometrics, and Computer Science. Their most recent publication is 'In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions'.
Additional affiliations
August 2019 - present
Rotterdam School of Management
Position
  • Professor (Associate)
February 2011 - July 2019
Tilburg University
Position
  • Professor (Associate)
September 2008 - January 2011
Erasmus University Rotterdam
Position
  • Professor (Associate)
Education
September 2002 - May 2006
KU Leuven
Field of study
  • Marketing
September 1997 - June 2002
Solvay Business School, ULB
Field of study
  • Business Engineer

Publications

Publications (25)
Article
Full-text available
Prior marketing literature has overlooked the role of regulatory regimes in explaining international sales growth of new products. This paper addresses this gap in the context of new pharmaceuticals (15 new molecules in 34 countries) and sheds light on the effect regulatory regimes have on new drug sales across the globe. Based on a time-varying co...
Article
Full-text available
In this article, we discuss the state of the art of models for customer engagement and the problems that are inherent to calibrating and implementing these models. The authors first provide an overview of the data available for customer analytics and discuss recent developments. Next, the authors discuss the models used for studying customer engage...
Article
Full-text available
TO PREDICT CHURN In this paper, bagging and boosting techniques are proposed as performing tools for churn prediction. These methods consist of sequentially applying a classification algorithm to resampled or reweigthed versions of the data set. We apply these algorithms on a customer database of an anonymous U.S. wireless telecom company. Bagging...
Article
In today’s turbulent business environment, customer retention presents a significant challenge for many companies. Academics have generated a large body of research that addresses part of that challenge – with a particular focus on predicting customer churn. However, several other equally important aspects of managing retention have not received si...
Article
Full-text available
Customer defection threatens many industries, prompting companies to deploy targeted, proactive customer retention programs and offers. A conventional approach has been to target customers either based on their predicted churn probability, or their responsiveness to a retention offer. However, both approaches ignore that some customers contribute m...
Article
This article provides a novel method to optimize the profits of proactive retention campaigns using a machine learning approach to causal inference.
Article
Full-text available
In today’s turbulent business environment, customer retention presents a significant challenge for many service companies. Academics have generated a large body of research that addresses part of that challenge—with a particular focus on predicting customer churn. However, several other equally important aspects of managing retention have not recei...
Article
The customer lifetime value combines into one construct the transaction timing, spending and dropout processes that characterize the purchase behavior of customers. Recently, the potential relationship between these processes, either at the individual customer level (i.e. intra-customer correlation) or between customers (i.e. inter-customer correla...
Article
Full-text available
Polymorphisms of the OXTR gene affect people's social interaction styles in various social encounters: carriers of the OXTR GG, compared to the OXTR AA/AG in general, are more motivated to interact socially and detect social salience. We focus on sales professionals operating in knowledge intensive organizations. Study 1, with a sample of 141 sales...
Article
Prior international segmentation studies are static, i.e., they identify segments that are stable over time. This paper shows that country segments in new product growth are intrinsically dynamic. We propose a semiparametric hidden Markov model to dynamically segment countries based on the observed penetration pattern of new product categories. The...
Article
Recent advances in linking Recency-Frequency-Monetary value (RFM) data to Customer Lifetime Value (CLV) in non-contractual settings rely on the assumption of independence between the transaction and spend processes. We propose to model jointly the inter- and intra-customer dependency between both processes using copulas, hereby accounting for the d...
Article
Decomposing Granger causality over the spectrum allows us to disentangle potentially different Granger causality relationships over different frequencies. This may yield new and complementary insights compared to traditional versions of Granger causality. In this paper, we compare two existing approaches in the frequency domain, proposed originally...
Article
Bagging has been found to be successful in increasing the predictive performance of unstable classifiers. Bagging draws bootstrap samples from the training sample, applies the classifier to each bootstrap sample, and then averages over all obtained classification rules. The idea of trimmed bagging is to exclude the bootstrapped classification rules...
Article
The ongoing unification taking place in the European political scene, along with recent advances in consumer mobility and communication technology, raises the question of whether the European Union can be treated as a single market to exploit potential synergy effects from pan-European marketing strategies. Previous research, which mostly used doma...
Article
Full-text available
We develop a bivariate spectral Granger-causality test that can be applied at each individual frequency of the spectrum. The spectral approach to Granger causality has the distinct advantage that it allows to disentangle (potentially) di®erent Granger- causality relationships over di®erent time horizons. We illustrate the usefulness of the propos...
Article
Full-text available
The ongoing unification which takes place on the European political scene, along with recent advances in consumer mobility and communication technology, raises the question whether the European Union can be treated as a single market to fully exploit the potential synergy effects from pan-European marketing strategies. Previous research, which most...
Article
For over 40 years, Business Tendency Surveys have been collected in multiple member states of the European Union. Previous research has studied the predictive content of the expectation variables included in those surveys through bivariate, within-country, Granger-causality tests. These tests have resulted in mixed conclusions. We extend previous r...
Article
Full-text available
It is often believed that the consumer sentiment index has predictive power for future consumption levels. While Granger causality tests have already been used to test for this, no attempt has been made yet to quantify the predictive power of the consumer sentiment index over different time horizons. In this paper, we decompose the Granger causalit...
Article
Full-text available
This collection of essays investigates diverse marketing issues ranging from customer retention to the elaboration of pan-European strategies, through the use of advanced modeling techniques. This work follows two main streams of research, from the methodological viewpoint, but also with respect to the issues envisioned. As far as the methodology i...

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