Philippe Baecke

Philippe Baecke is a Professor of Business Analytics and Artificial Intelligence at Vlerick Business School, where he also serves as Programme Director for the Master in Business Analytics & AI and two executive programmes. He holds adjunct roles as Lecturer at Trinity Business School, Ireland, and Professor at the University of Namur. He earned his Doctorate in Applied Economics from Ghent University, complemented by an Advanced Master and Master in Applied Economics, both from Ghent University.

His research focuses on leveraging big data analytics across marketing, operations, and finance, with specialties in digital marketing, customer relationship management, and network analysis. Notable areas include ad targeting, spatial modeling, and the application of AI in call center optimization and emotion recognition. He advises companies like KBC, ING, and Telenet on data strategy, blending strategic and operational insights.

His recent work explores digital transformation trends, cost-effective AI adoption for SMEs, and the integration of human judgment in forecasting systems. He has published extensively in peer-reviewed journals, addressing topics like telecom data monetization, churn detection, and consumer privacy in addressable TV advertising.

Baecke’s expertise also extends to vehicle telematics in insurance risk selection and spatial econometrics in customer acquisition modeling. He has collaborated on projects involving Bluetooth tracking in retail environments and the analysis of urbanization effects on customer behavior.