"I'm enthusiastic about building econometric models that guide
managerial decision-making. I
n my free time, I enjoy listening to and making music, traveling, and being involved in a development project in South India."


since 2013 Tilburg University, The Netherlands
Assistant Professor of Marketing
(Staff profile at Tilburg University)

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
    • Marketing effectiveness in emerging markets (with Marnik Dekimpe, Harald J. van Heerde, and Jan Benedict Steenkamp)

    Reproducible Science

    Research interests
    • Ownership vs. access business models (e.g., streaming)
    • Brand usage
    • Online piracy
    • Social Media
    • Customer Lifetime Value


    • Digital and Social Media Strategies, Tilburg University
      Bachelor course

    • Research in Social Media, Tilburg University
      Master course, covering state-of-the-art methods in social media research, plus case studies involving the analysis of social media data
    • Return on Marketing, Maastricht University
      Master course, teaching students how to analyze the financial impact of marketing investments
    • Master Thesis Supervision

    Awards and scholarships

    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


    Parallel Computing: R with snow/parallel, Cloud Computing, HPC Cluster of surfsara.nl, Amazon Web Services (EC2, RDS, Data pipeline, DynamoDB)
    Programming: R | Python | VBA
    Languages: English | Dutch | German | Spanish | Tamil

    Useful stuff

    Reproducible Science: Software Carpentry, GitHub
    Productivity: Calendly (let anyone schedule an appointment in your Google Calendar)
    Academic writing: Writing guide


    Hannes Datta
    Tilburg University
    Department of Marketing
    PO Box 90153
    5000 LE Tilburg, The Netherlands