I am a Full Professor of Digital Marketing and Artificial Intelligence at one of the world’s leading marketing departments. In my research, I develop econometric models that guide managerial decision-making and inform public policy, particularly in the area of (algorithmic) digital media consumption, including streaming services, digital TV, and short-video platforms.

Beyond digital media, I work on research projects in retailing and open science.

Alongside my academic work, I am the founder and academic lead of tilburg.ai, Tilburg University’s AI development lab within the University’s Library and Information Systems (LIS) division. The lab develops AI tools for education, research, and university administration. We also operate the Tilburg University Chatbot platform Tilly and an API portal for agentic AI. Curious to learn more about my research? Watch this 2-minute video in English or Dutch.

As a member of the scientific advisory council of Stichting Onderhandelingen Thuiskopie (SONT), I contribute methodological expertise to the calibration of Dutch consumer levies amounting to approximately €20–30 million annually. More information is available from the Dutch government.

My work has been published, among others, in the Journal of Marketing, Journal of Marketing Research, and Marketing Science. My work has obtained national and international news coverage.

I serve on the editorial review boards of the Journal of Marketing (since 2020), Journal of Marketing Research (since 2023), and Marketing Science (since 2022), and am an Associate Editor at the International Journal of Research in Marketing (since 2025). I was named an MSI Young Scholar (2019). For my research, I have won the Journal of Marketing’s H. Paul Root Award (2017), and was nominated as a finalist for the 2022 Sheth Foundation/Journal of Marketing Award.

I have received my MSc Business Research and PhD in Quantitative Marketing at Maastricht University, The Netherlands.