Vincent R. Nijs

Vincent R. Nijs is a Teaching Professor of Business Analytics and Marketing at the Rady School of Management, University of California San Diego, where he serves as the inaugural Co-Director of the Master of Science in Business Analytics program. He received his Ph.D. from KU Leuven in Belgium and a master's degree in marketing research from the University of Groningen.

Dr. Nijs previously served as an assistant professor of marketing at the Kellogg School of Management, Northwestern University, where he was the McManus Research Professor, won the Sidney J. Levy Teaching Award, and was recognized by the Marketing Science Institute as part of its Young Scholars program. At Rady, he has been awarded Excellence in Teaching and Most Valuable Professor awards by students in both the MBA and MSBA programs.

His research focuses on marketing analytics, customer analytics, competition, category management, and marketing strategy, with specific expertise in promotion and advertising impact, competitive retaliation, category captains, pass-through of trade-promotions, and price rigidity. His scholarly work has been published in top-tier journals including Marketing Science, Journal of Marketing Research, and Journal of Marketing.

Dr. Nijs has won prestigious awards including the John D. C. Little Award and Frank M. Bass Award for his paper 'The Category Demand Effects of Price Promotions.' His research demonstrates consistent contributions to understanding pricing dynamics, competitive interactions, and promotional effectiveness in retail environments.

He currently teaches Customer Analytics to MBA and MSBA students and Math and Programming for Business Analytics to MSBA students. He has developed several educational tools to support student learning, including Radiant (a browser-based interface for business analytics in R), rsm-jupyter (a comprehensive analytics platform), pyrsm (a Python package for customer analytics), and GitGadget (a tool for version control and assignment management). These tools are used at Rady and other business schools worldwide, including Marshall (USC), Kellogg (Northwestern), Olin (Washington University), Carlson (Minnesota), and Scheller (Georgia Tech).