since 2018Tilburg University, The Netherlands
Associate Professor of Marketing
(Staff profile at Tilburg University)

Visiting scholar at Duke University
Fuqua School of Business

(Sept - November 2018)

2013 - 2018 Assistant Professor of Marketing
Tilburg University, The Netherlands

2012 University of Waikato, New Zealand
Visiting scholar (01/2012 - 04/2012)
2010 - 2013
Maastricht University, The Netherlands
PhD student at the School of Business and Economics
(Department of Marketing and Supply Chain Management)

2008 - 2010 Maastricht University, The Netherlands
M.Sc. Research Master in Marketing (cum laude)
2005 - 2008
Catholic University of Eichstaett-Ingolstadt, Germany
B.Sc. Business Administration


Key publications

Work in progress
  • Streaming Services and the Homogenization of Music Consumption (with George Knox)
  • Universality or Differences in Marketing Elasticities in Emerging versus Developed Markets? The Moderating Role of Brand Equity (with Harald J. van Heerde, Marnik Dekimpe, and Jan Benedict Steenkamp)

Reproducible Science

Research interests
  • Digital media consumption
  • Impact of new (digital) technology
  • Ownership vs. access-based business models (e.g., online streaming)
  • Brand equity

Overview about my research

(The video is also available in Dutch)


  • Digital and Social Media Strategies, Tilburg University (2016-2017)
    Bachelor course (download most recent syllabus)

  • Research in Social Media, Tilburg University (2014-...)
    Master course, covering state-of-the-art methods in social and digital media research, plus case studies involving the analysis of social and digital media data (download most recent syllabus)
  • Return on Marketing, Maastricht University (2012-2013)
    Master course, teaching students how to analyze the financial impact of marketing investments
  • Master Thesis Supervision (2010-...)

Awards and scholarships


MSI Young Scholar (class of 2019)

Best Teacher Award for Master-level course (Tilburg School of Economics and Management)

Recipient of internal funding to implement reproducible science practices at Tilburg School of Economics and Management (jointly with Tobias Klein, Jaap Abbring, Ben Vollaard, and Aurélie Lemmens; ~750,000 EUR)

Winner of the MSI H. Paul Root Award

Finalist of the Journal of Marketing Shelby D. Hunt/Harold H. Maynard Award

Excellent Teacher Award (Tilburg School of Economics and Management)

2017Recipient of the NWO Veni grant (250,000 EUR)
Three-year salary grant, awarded by the Dutch scientific foundation NWO for the project "From Ownership to Access: The Implications of Streaming Digital Content on Consumers, Sellers, and Artists"

Finalist for the Best Dissertation Award
Maastricht University
2016    Teacher of the Year Award
Tilburg University

Finalist for the Paul E. Green Award of Journal of Marketing Research

2015    Finalist for the European Marketing Academy McKinsey Marketing Dissertation Award (honorable mention)

2014 MSI Research Competition on Social Interactions and Social Media Marketing
Competition Award Winner

2012 AMA Sheth Foundation
Doctoral Consortium Fellow

Nominated for Best Paper Award based on a Doctoral Dissertation
EMAC (European Marketing Academy Conference), Lisbon, Portugal

2010 Top 3% Award
Tuition fee waiver, Maastricht University

2007-2010 Cusanuswerk
Scholarship of the Federal Ministry of Education and Research for outstanding students, administered by the German Bishop Conference


Computing: R with snow/parallel, data.table, cloud computing, HPC Cluster of, Amazon Web Services (EC2, RDS, Data pipelines), MongoDB, SQL
Programming: R | Python | Stata | VBA

Useful stuff

Reproducible Science: Software Carpentry, GitHub
Productivity: Calendly (let anyone schedule an appointment in your Google Calendar)
Academic writing: Writing guide
Thesis supervision manual: Download (feel free to use/share!)


Hannes Datta
Tilburg School of Economics and Management
Department of Marketing
Tilburg University
PO Box 90153
5000 LE Tilburg, The Netherlands