Florian Zettelmeyer

Nancy L. Ertle Professor of Marketing, Faculty Director, Program on Data Analytics @ Kellogg, KMCI at Kellogg School of Management

Biography

Kellogg School of Management

Florian Zettelmeyer is the Nancy L. Ertle Professor of Marketing at the Kellogg School of Management at Northwestern University. He also founded and directs the Program on Data Analytics at Kellogg, the school's Big Data and Analytics initiative. 

Prior to his appointment at Kellogg he was an Associate Professor of Marketing and chair of the marketing group at the Haas School of Business, University of California at Berkeley. Before his Ph.D., he briefly worked in consulting at McKinsey and Company's German office. 

Professor Zettelmeyer specializes in evaluating the effects of information technology and big data on firms. More generally, his work addresses how the information consumers have about firms and the information firms have about consumers affect firm behavior. Professor Zettelmeyer has extensively studied the auto industry as a laboratory to understand the effects of customer information, investigating the effect of the Internet, the passthrough and effectiveness of promotions, and what consumers' online journeys predict about their purchase behavior. 

Professor Zettelmeyer teaches the MBA elective "Customer Analytics," a key analytics course at the Kellogg School of Management. The has received numerous teaching awards and been voted "Outstanding Professor of the Year" by Kellogg MBA students. He is a Research Associate of the National Bureau of Economic Research (NBER). 

Professor Zettelmeyer received a Vordiplom in business engineering from the University of Karlsruhe (Germany), a M.Sc. in economics from the University of Warwick (UK) and a Ph.D. in marketing from the Massachusetts Institute of Technology. 

Areas of Expertise Data Analytics

Education PhD, 1996, Management Science, Massachusetts Institute of Technology

Vordiplom, 1992, Business Engineering, University of Karlsruhe

MS, 1991, Economics, University of Warwick

Academic Positions Director, Program for Data Analytics at Kellogg, Northwestern University, Kellogg School of Management, 2013-present

Nancy L. Ertle Chair in Marketing, Marketing, Northwestern University, Kellogg School of Management, 2012-present

J. L. and Helen Kellogg Chair in Marketing, Professor, Marketing, Northwestern University, Kellogg School of Management, 2008-present

Professor, Marketing, Haas School of Business, University of California at Berkeley, 2008-2008

Chair, Marketing Group, Marketing, Haas School of Business, University of California at Berkeley, 2006-2008

Associate Professor, Marketing, Haas School of Business, University of California at Berkeley, 2003-2008

Assistant Professor, Marketing, Haas School of Business, University of California at Berkeley, 1998-2003

Assistant Professor, Marketing, Simon Graduate School of Business Administration, University of Rochester, 1996-1997

Honors and Awards Certificate of Teaching Impact Award, Kellogg School of Management, Winter 2017

Kellogg Nota Bene Speaker for Part-Time Program, Kellogg School of Management, 2014-2015

Certificate of Teaching Impact Award, Kellogg School of Management, Winter 2015

Impact Award, Kellogg

Impact Award for teaching excellence, Kellogg School of Management, 2014

Nota Bene, Kellogg

Sid Levy Teaching Award, Kellogg

Sidney J. Levy Teaching Award for teaching excellence in elective classes, Kellogg School of Management, 2013

Faculty Commencement Address to Graduating Class 2011, Kellogg School of Management, 2011

L. G. Lavengood Outstanding Professor of the Year Award, Kellogg School of Management, 2011

Sidney J. Levy Teaching Award, Kellogg School of Management, 2010-2011, 2008-2009

Impact Award for teaching excellence, Kellogg School of Management, 2011

Lavengood Outstanding Professor of the Year Nominee for excellence , Kellogg School of Management, 2010

Impact Award for teaching excellence, Kellogg School of Management, 2010

Editorial Positions Co-Editor-in-Chief, Quantitative Marketing and Economics, 2014

Associate Editor, Management Science, 2009-Present

Editorial Review Board, Marketing Science, 2007-Present

Editorial Review Board, Journal of Marketing Research, 2007-Present

Associate Editor, Quantitative Marketing and Economics, 2007-2013

Associate Editor, Quantitative Marketing and Economics-2013

Associate Editor, Management Science

Editorial Board Member, Marketing Science

Editorial Board Member, Journal of Marketing Research

Ad-hoc Reviewer, American Economic Review

Associate Editor, American Economic Journal: Economic Policy

Ad-hoc Reviewer, American Economic Journal: Applied Economics

Education Academic Positions Honors and Awards Editorial Positions

Videos

Courses Taught

Read about executive education

Cases

Shaffer, Greg and Florian Zettelmeyer. 2002. When Good News about your Rival is Good For You. Marketing Science. 21(3): 273-293.

The Internet has led to a large number of third-parts' sources that offer high-quality information about firms's products at little or no cost to consumers. As a result, many of these sources have grown in popularity, extending well-beyond the usual reach of traditional third parties such as Consumer Reports and Kelly's Blue Book. For example. the online version of Edmunds offers, at no cost to consumers, information about new products, existing products. long-term tests, and buyers guides, all relating to the automotive industry. AvWeb.com delivers weekly aviation news and new product reviews to its readers, and a large number of websites follow developments on computer platforms such as the Apple Macintosh. In this paper we analyze how the provision ot third-party information affects the division of profits in a multiproduct distribution channel. To illustrate, consider the competition between Microsoft and Apple in the operating systems (OS) market and their channel relationship to CompUSA, a retailer that sells both Macs and Windows-based PCs. Consider two pieces of third- parts' information. First, suppose that CNET, an Internet technology site, reviews the newest upgrade of the MacOS and writes that the new user interface is even easier to use than previously. Second, suppose that an article in the technology section of the Wail Street Journal notes that changes in Apple's networking support now enable Macs to be better integrated into PC networks. These two pieces of information are similar in the sense that they both express good news about the MacOS and thus they both can be expected to benefit Apple by increasing consumer demand for Macs. One might also expect that in both cases CompUSA will capture some of the gains that come from the increased demand for Macs and that Microsoft will lose because the good news about the MacOS will induce sonic consumers to choose Macs over Windows-based PCs. However, we will show that this intuition is incorrect. The...

Zettelmeyer, Florian and Greg Merkley. 2015. CDK Digital Marketing: Addressing Channel Conflict with Data Analytics. Case 5-314-504 (KEL894).

Four years into a five-year contract with General Motors to be the exclusive website vendor to its U.S. network of more than 4,000 dealers, CDK Digital faced a crucial contract renewal at the end of 2012. The case follows Melissa McCann, director of strategic marketing, and Chris Reed, CMO, as they prepared for a critical meeting in July 2011: a presentation to the customer relationship management (CRM) subcommittee of the Chevrolet dealer council. Although GM dealers, like all auto dealers in the United States, were independent franchisees, GM saw the renewal of CDK Digital’s exclusive contract as a collaborative decision between dealers and GM. According to Ed Vogt, GM’s executive in charge of the renewal, if the dealer councils said no, the contract would not be renewed.

This case challenges students to use CDK’s big data and analytics capabilities to address the inherent conflict between dealers and manufacturers: when marketing to potential customers, manufacturers wanted consistency across dealer websites to maximize sales of their targeted brands, while dealers wanted flexibility to sell what they had in inventory.

Shaffer, Greg and Florian Zettelmeyer. 2002. When Good News about your Rival is Good For You. Marketing Science. 21(3): 273-293.

The Internet has led to a large number of third-parts' sources that offer high-quality information about firms's products at little or no cost to consumers. As a result, many of these sources have grown in popularity, extending well-beyond the usual reach of traditional third parties such as Consumer Reports and Kelly's Blue Book. For example. the online version of Edmunds offers, at no cost to consumers, information about new products, existing products. long-term tests, and buyers guides, all relating to the automotive industry. AvWeb.com delivers weekly aviation news and new product reviews to its readers, and a large number of websites follow developments on computer platforms such as the Apple Macintosh. In this paper we analyze how the provision ot third-party information affects the division of profits in a multiproduct distribution channel. To illustrate, consider the competition between Microsoft and Apple in the operating systems (OS) market and their channel relationship to CompUSA, a retailer that sells both Macs and Windows-based PCs. Consider two pieces of third- parts' information. First, suppose that CNET, an Internet technology site, reviews the newest upgrade of the MacOS and writes that the new user interface is even easier to use than previously. Second, suppose that an article in the technology section of the Wail Street Journal notes that changes in Apple's networking support now enable Macs to be better integrated into PC networks. These two pieces of information are similar in the sense that they both express good news about the MacOS and thus they both can be expected to benefit Apple by increasing consumer demand for Macs. One might also expect that in both cases CompUSA will capture some of the gains that come from the increased demand for Macs and that Microsoft will lose because the good news about the MacOS will induce sonic consumers to choose Macs over Windows-based PCs. However, we will show that this intuition is incorrect. The...

Zettelmeyer, Florian and Greg Merkley. 2015. CDK Digital Marketing: Addressing Channel Conflict with Data Analytics. Case 5-314-504 (KEL894).

Four years into a five-year contract with General Motors to be the exclusive website vendor to its U.S. network of more than 4,000 dealers, CDK Digital faced a crucial contract renewal at the end of 2012. The case follows Melissa McCann, director of strategic marketing, and Chris Reed, CMO, as they prepared for a critical meeting in July 2011: a presentation to the customer relationship management (CRM) subcommittee of the Chevrolet dealer council. Although GM dealers, like all auto dealers in the United States, were independent franchisees, GM saw the renewal of CDK Digital’s exclusive contract as a collaborative decision between dealers and GM. According to Ed Vogt, GM’s executive in charge of the renewal, if the dealer councils said no, the contract would not be renewed.

This case challenges students to use CDK’s big data and analytics capabilities to address the inherent conflict between dealers and manufacturers: when marketing to potential customers, manufacturers wanted consistency across dealer websites to maximize sales of their targeted brands, while dealers wanted flexibility to sell what they had in inventory.

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