Markus Meierer

Markus Meierer is an Assistant Professor at the Institute of Management, Geneva School of Economics and Management (GSEM), University of Geneva. He holds a Ph.D. in Business and Economics from the University of Trier, Germany, and previously served as a Senior Associate at the University of Zurich, where he led the 'Networks & Consumers' project in the University Research Priority Program 'Social Networks'.

His research lies at the intersection of marketing, statistics, computational linguistics, and computer science, with a focus on customer purchase behavior, customer lifetime value, and marketing analytics. He employs advanced statistical and machine learning methods to model customer attrition, transaction behavior, and spending patterns, particularly in non-contractual settings.

Meierer's recent work emphasizes uplift modeling for marketing campaigns, integration of user-generated content (images and text) for brand positioning, and the development of open-source tools like CLVTools and REndo in R. His publications appear in leading journals such as Marketing Science and Journal of Statistical Software.

• Rigor and Relevance Research Award, Swiss Academy of Marketing Science

He teaches executive courses in Marketing Management and Applied Programming with R and Python. He actively disseminates his research through academic conferences and seminars globally and contributes to the research community via software development and open science practices. His work has practical applications in customer base analysis, marketing strategy, and decision support systems.