Dr Aurélie Lemmens

Associate Professor

Rotterdam School of Management (RSM)

Erasmus University Rotterdam

Profile

Aurélie Lemmens is an Associate Professor of Marketing at the Rotterdam School of Management, Erasmus University (The Netherlands). She holds a Ph.D. degree from K.U. Leuven (Belgium) and a M.Sc. degree in management from Solvay Business School (Belgium). She previously held appointment at the Erasmus School of Economics in Rotterdam (The Netherlands), Tilburg University (The Netherlands), and was a visiting scholar at Harvard Business School (USA).

Aurélie Lemmens’s current research focuses on the development of predictive and prescriptive analytics to address key business decisions. She is particularly interested in the design of new methodologies that can guide organizations in their customer-centric decision making. Her research portfolio has been organized according to the three fundamental stages of the customer lifecycle: (i) customer acquisition and new product introduction, (ii) customer development and engagement, and (iii) customer retention. A substantial part of her research has involved the use of machine learning and large-scale cluster and grid computing.

Her publications on these topics have appeared in leading academic journals, such as Marketing Science, the Journal of Marketing Research and the International Journal of Research in Marketing. With her co-authors, Aurélie has been a recipient of the 2012 IJRM Best Paper Award. She also received several best teaching awards (2017 and 2019) for her course on Conjoint Analysis. Finally, she was awarded several prestigious grants, including a Marie Curie from the European Research Council, a Veni and a Vidi grants from the Dutch Science Foundation, NWO.

She also advises companies on their customer relationship management activities, in particular proactive churn management and personalized targeting optimization.

At Erasmus, she is teaching Customer Analytics in Business Analytics Msc and Customer-Centric Marketing in the Marketing Management Msc.

For more information, please visit www.aurelielemmens.com.

Professional experience

Associate Professor

Erasmus University Rotterdam
RSM - Rotterdam School of Management
Department of Marketing Management

Publications

Scholarly Publications (17)

A. Lemmens & S. Gupta (2020). Managing churn to maximize profits. Marketing Science. doi: 10.2139/ssrn.2964906 [go to publisher's site]
A. Lemmens & S. Gupta (2019). Managing churn to maximize profits. (Preprints). Boston: Harvard Business School [go to publisher's site]
E. Ascarza, S. Neslin, O. Netzer, Z. Anderson, P. Fader, S. Gupta, B. Hardie, A. Lemmens, B. Libai, D. Neal, F. Provost & R. Schrift (2018). In pursuit of enhanced customer retention management. Customer Needs and Solutions, 5 (1-2), 65-81. doi: 10.1007/s40547-017-0080-0
C. Pieters & A. Lemmens (2015). Acquiring customers via word-of-mouth referrals. (Preprints). Cambridge: Marketing Science Institute
N. Glady, A. Lemmens & C. Croux (2015). Unveiling the relationship between the transaction timing, spending and dropout behavior of customers. International Journal of Research in Marketing, 32 (1), 78-93. doi: 10.1016/j.ijresmar.2014.09.005
W.J.M.I. Verbeke, R.P. Bagozzi, W. van den Berg & A. Lemmens (2013). Polymorphisms of the OXTR gene explain why sales professionals love to help customers. Frontiers in behavioral neuroscience, 7, 171. doi: 10.3389/fnbeh.2013.00171
A. Lemmens, C. Croux & S. Stremersch (2013). IJRM Best Paper Award.
A. Lemmens, C. Croux & S. Stremersch (2012). Dynamics in the international market segmentation of new product growth. International Journal of Research in Marketing, 29 (1), 81-92. doi: 10.1016/j.ijresmar.2011.06.003
T.H.A. Bijmolt, P.S.H. Leeflang, F. Block, M. Eisenbeiss, B.G.S. Hardie, A. Lemmens & P. Saffert (2010). Analytics for customer engagement. Journal of Service Research, 13 (3), 341-356. doi: 10.1177/1094670510375603
S. Stremersch & A. Lemmens (2009). Sales Growth of New Pharmaceuticals Across the Globe: the Role of Regulatory Regimes. Marketing Science, 28 (4), 690-708. doi: 10.1287/mksc.1080.0440
A. Lemmens, C. Croux & M.G. Dekimpe (2008). Measuring and Testing Granger Causality over the Spectrum: An Application to European Production Expectation Surveys. International Journal of Forecasting, 24 (3), 414-431. doi: 10.1016/j.ijforecast.2008.03.004
C. Croux, K. Joossens & A. Lemmens (2007). Trimmed Bagging. Computational Statistics & Data Analysis, 52 (1), 362-368. doi: 10.1016/j.csda.2007.06.012
S.E.C. Gelper, A. Lemmens & C. Croux (2007). Consumer Sentiment and Consumer Spending: Decomposing the Granger Causal Relationship in the Time Domain. Applied Economics, 39 (1), 1-11. doi: 10.1080/00036840500427791
A. Lemmens, C. Croux & M.G. Dekimpe (2007). Consumer Confidence in Europe: Unity or Diversity. International Journal of Research in Marketing, 24 (2), 113-127. doi: 10.1016/j.ijresmar.2006.10.006
A. Lemmens & C. Croux (2006). Bagging and Boosting Classification Trees to Predict Churn. Journal of Marketing Research, 43 (2), 276-286. doi: 10.1509/jmkr.43.2.276
A. Lemmens, C. Croux & M.G. Dekimpe (2005). On the Predictive Content of Production Surveys: a Pan-European Study. International Journal of Forecasting, 21 (2), 363-375. doi: 10.1016/j.ijforecast.2004.10.004
C. Croux, K. Joossens & A. Lemmens (2004). Bagging a stacked classifier. In Proceedings in Computational Statistics (pp. 839-855)

Recognitions

Editorial positions (9)

Journal of Marketing

Ad Hoc Reviewer
European Journal of Operational Research

Ad Hoc Reviewer
Journal of the Academy of Marketing Science

Ad Hoc Reviewer
Quantitative Marketing and Economics

Ad Hoc Reviewer
Journal of Interactive Marketing

Ad Hoc Reviewer
International Journal of Research in Marketing

Editorial Board
Marketing Science

Ad Hoc Reviewer
Management Science

Ad Hoc Reviewer
Journal of Marketing Research

Ad Hoc Reviewer

Media

Media items

The right way to manage customer churn for maximum profit

An article co-written by Aurelie Lemmens of RSM that describes how companies can more than double profits from customer retention, without expending any additional money or effort.
forbes india Monday, 13 July 2020
The Right Way to Manage Churn for Maximum Profit

An article discussing research which was co-written by Aurelie Lemmens of RSM, the paper describes how companies can more than double profits from customer retention, without expending any additional money or effort.
hbswk.hbd.edu Monday, 6 July 2020