Digital Marketing Analytics

Prof. Dr. Andreas U. Lanz

Prof. Dr. Andreas U. Lanz is a marketing professor at the University of Basel since 2023. Andreas joined from HEC Paris and holds a doctoral degree in Business Administration from the University of Mannheim. His multi-method research into the creator economy – combining both secondary and experimental data – lie primarily in the intersection between marketing, economics, and information systems, and are geared towards understanding the use of social influence for firms (e.g., through influencers) and its impact on society.

Andreas' award-winning work has been published in the Journal of Marketing Research (JMR), the Journal of Marketing (JM), the Management Information Systems Quarterly (MISQ), and Quantitative Marketing and Economics (QME). He is the recipient of the 2021 Don Lehmann Award from the American Marketing Association (AMA) and the 2020 Rigour & Relevance Research Award from the Swiss Academy of Marketing Science (SAMS), and was the runner-up in the 2018 Doctoral Dissertation Competition of the European Marketing Academy (EMAC) / Sheth Foundation. His students received the 2023 CDSB Doctoral Student Award from Mannheim's Graduate School of Economic and Social Sciences (GESS) and the Best Student Paper Award from the Workshop on Information Systems and Economics (WISE) 2022. Andreas is an ERB member of the Journal of Marketing and co-organizes the EMAC Job Market Simulation as well as tracks at the EMAC Conference and the ISMS Marketing Science Conference. Given his expertise, Andreas teaches marketing analytics and strategy on all levels, co-organizes the CMO Meeting, and serves on various corporate boards.

Publications

Goldenberg, Jacob, Andreas Lanz, Daniel Shapira, and Florian Stahl (2023), "Targeting Nearby Influencers: The Acceleration of Natural Triadic Closure by Leveraging Interconnectors," Journal of Marketing, forthcoming.

Beichert, Maximilian, Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz (2023), "Revenue Generation through Influencer Marketing," Journal of Marketing, forthcoming.

Lanz, Andreas, Jacob Goldenberg, Daniel Shapira, and Florian Stahl (2023), "Buying Future Endorsements from Prospective Influencers on User-Generated Content Platforms," Journal of Marketing Research, forthcoming.

Lanz, Andreas, Gregor Reich, and Ole Wilms (2022), "Adaptive Grids for the Estimation of Dynamic Models," Quantitative Marketing and Economics, 20, 179-238.

Weiler, Michael, Simon Stolz, Andreas Lanz, Christian Schlereth, and Oliver Hinz (2022), "Social Capital Accumulation Through Social Media Networks: Evidence from a Randomized Field Experiment and Individual-Level Panel Data," Management Information Systems Quarterly, 46(2), 771-812.

Lanz, Andreas, Jacob Goldenberg, Daniel Shapira, and Florian Stahl (2019), "Climb or Jump: Status-Based Seeding in User-Generated Content Networks," Journal of Marketing Research, 56(3), 361-378.

Prof. Dr. Andreas U. Lanz

Prof. Dr. Andreas U. Lanz
Digital Marketing Analytics
Faculty of Business and Economics
Peter Merian-Weg 6, 4002 Basel
Switzerland
Office 3.40
+41 61 207 68 58

andreas.lanz@unibas.ch