Aurélie Lemmens

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 and on the fairness of the algorithms used to design and evaluate policies. She is particularly interested in the design of new methodologies that can guide organizations in their customer-centric decision making. A substantial part of her research has involved the use of machine learning, active learning, ensemble learning, meta 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.

She has been a recipient of the 2012 IJRM Best Paper Award and the ERIM Open Science Award 2021. 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.