Dr Aurélie Lemmens

Aurélie Lemmens

Associate Professor
Rotterdam School of Management (RSM)
Erasmus University Rotterdam


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


Scholarly Publications (17)


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 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.

  • 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.

Discovery item

Managing churn to maximize profits: how firms can optimise their customer retention efforts

If you target the right customers with your retention efforts, you could increase your profits by 4 per cent.


Customer Analytics

  • Study year: 2020/2021
  • Code: BM11BAM
  • ECTS: 6 Level: Master

Customer Centricity

  • Study year: 2020/2021, 2019/2020
  • Code: BMME144
  • ECTS: 6 Level: Master, Master, Master, Master

BAM Master Thesis & Internship

  • Study year: 2020/2021
  • Code: BMMTBAM
  • ECTS: 16 Level: Master

Past courses

Advanced Marketing Decision Models

  • Study year: 2019/2020
  • Code: BERMASC044
  • ECTS: 4 Level: Master