Ernst Christiaan OSINGA

Ernst Christiaan OSINGA is a full-time Associate Professor of Marketing at the Lee Kong Chian School of Business, Singapore Management University, where he also serves as the Postgraduate Research (PGR) Coordinator for Marketing. He holds a PhD in Marketing from the University of Groningen (2011) and previously earned a Research Master’s in Economics and Business (Marketing) from the same institution.

His research spans digital marketing, online advertising, pharmaceutical marketing, and advanced quantitative methods. Key areas include:

• Digital and Online Retailing
• Persistent and Long-Term Marketing Effects
• Kalman Filtering and State Space Models
• Discrete Choice and Hierarchical Bayesian Models
• Field Experiments and Matching Estimators

The analysis of his recent publications reveals a consistent focus on quantifying the impact of digital marketing efforts across channels, particularly in online and pharmaceutical contexts. His work combines rigorous econometric and data science methods—such as state space models and big data analytics—to evaluate advertising effectiveness, customer behavior, and long-term brand dynamics. A significant portion of his research investigates cross-channel effects, shareholder value implications, and innovation in B2B and retail settings.

His scientific awards and recognitions include:

• Veni Grant from NWO (2012–2015)
• Multiple SMU Dean’s Teaching Honour List recognitions (2017–2023)
• Dean’s Impact Award, LKCSB (2017)
• AcRF Tier 1 Research Grants (2016–2018)
• Runner-up, EMAC McKinsey Marketing Dissertation Award (2012)
• Winner, Marketing Wetenschapsprijs (2012)
• MSI Research Grant (2007–2008)

Dr. Osinga has been actively involved in academic service, including mentoring doctoral students, participating in publishing workshops, and contributing to professional development initiatives. He has secured significant research funding and is recognized for both research impact and teaching excellence. His interdisciplinary work bridges marketing, analytics, health economics, and digital transformation. He has also contributed applied case studies in SEO, influencer marketing, and omnichannel retailing.

He is affiliated with multiple academic units at SMU, including the School of Economics (Applied Microeconomics, Health Economics) and the School of Computing and Information Systems (AI and Data Science, Human-Computer Interaction), reflecting the breadth of his expertise.