Dr. Umut Konus, Amsterdam Business School

Dr. Umut Konuş is Associate Professor of Marketing at the Amsterdam Business School. Dr. Konus
obtained his PhD in the field of Marketing Models and Predictive Customer Analytics at the
University of Groningen in 2010. His dissertation received the award of best PhD Dissertation in
e-Marketing, e-commerce, mobile, cross channel and innovation in distance selling and awarded
with the Golden Cube by the French Direct Marketing Association in October 2010. Before starting
his academic career, Dr. Konus worked for the international marketing research agencies MORI and
GfK specializing in modeling and e-commerce.

His current research interests include: marketing analytics, online and mobile customer
engagement, customer journeys, path-to-purchase, attribution models, micro-moments,
omnichannel management, consumer adoption of new products and touch-points. Dr. Konus’s
specialization is mainly in quantitative methods (marketing models and analytics); however he
greatly benefits from innovative and technology-based qualitative approaches in his research. His
research has appeared in international journals such as Harvard Business Review, Journal of
Retailing, Journal of Interactive Marketing, International Journal of Research in Marketing and
International Journal of Electronic Commerce. In recent years he has worked with numerous firms
from UK, Turkey, France and the Netherlands in a variety of periodic and ad hoc research projects.