Courses a.y. 2023/2024
20838 STRATEGIC MARKETING AND ANALYTICS (DATA & ANALYTICS FOR STRATEGIC MARKETING DECISIONS) - MODULE 1
I am Associate Professor of Marketing at Bocconi University. I earned a PhD in Management and a B.S. in Statistics, cum laude, from the University of Bologna (Italy). I was visiting PhD scholar at the Tuck School of Business, Dartmouth College (USA). Prior to joining Bocconi, I was an Associate Professor in the marketing department at the University of Bologna and Associate Dean for Alumni at Bologna Business School.
I co-chair the track Methods, Modelling & Marketing Analytics for the EMAC conference. I also served as elected Italian Representative of the Executive Board - European Marketing Academy (EMAC).
My paper “Identifying omnichannel deal prone segments, their antecedents, and their consequences” received the 2021 Davidson award (second runner up) for the best paper published in the Journal of Retailing in 2020
My area of expertise is in the measurement and analysis of marketing effectiveness and customer profitability, especially in the fields of multichannel marketing and customer relationship management. The common thread running through my works is the evaluation of the impact of marketing actions along different stages of the customer journey.
I also have a longstanding interest in complaint-handing and service recovery in terms of actions (e.g., incentives, procedures) that firms take in response to a service failure. My most recent research interests focus on evaluating the impact of different marketing strategies on product-returns dynamics, customer-data acquisition, and the generating of earned media.
My research has appeared in Journal of Marketing, Marketing Science, Journal of the Academy of Marketing Science, Journal of Retailing, Marketing Letters, and in other outlets such as MIT press.
Free Riding the Return Stock: How to Turn Returns into Profit Driver
The Race for Data: Who Gained from Re-Permission E-Mails in the GDPR Enforcement?
A Meta-Analysis on Channel Choice
Identifying omnichannel deal prone segments, their antecedents, and their consequences
JOURNAL OF RETAILING, 2020
Customers’ emotions in service failure and recovery: a meta-analysis
MARKETING LETTERS, 2020
BRAND E SOCIAL MEDIA: ALLA RICERCA DEGLI STRUMENTI PIÙ EFFICACI NELLA CACCIA ALL’ENGAGEMENT
HARVARD BUSINESS REVIEW ITALIA, 2017
Can marketing campaigns induce multichannel buying and more profitable customers? A field experiment
MARKETING SCIENCE, 2016
Decision process evolution in customer channel choice
JOURNAL OF MARKETING, 2011
Consumer (goal) satisfaction: A means-ends chain approach
PSYCHOLOGY & MARKETING, 2011
A meta-analysis of satisfaction with complaint handling in services
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2010
Segmentazione e Motivazioni della Customer Base. Un’applicazione al contesto alberghiero
Content that engages your customers: the role of brand congruity and promotions in social media
JOURNAL OF INTERACTIVE MARKETING, 2023