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dr. A. Leszkiewicz (Agata)

Assistant Professor Marketing

About Me

Agata Leszkiewicz is an Assistant Professor of Marketing at the High-tech Business and Entrepreneurship department, University of Twente. Her research expertise focuses on marketing analytics and marketing modelling. In her research, she develops new methods to address the challenges that arise from the increased complexity of the customer-firm relationship. More specifically, she is interested in topics related to digital marketing, CRM, customer churn and reacquisition, and marketing channels. In terms of methodology, she combines a variety of cutting edge methods including machine learning, statistical and econometric modelling, as well as optimization.

Agata has published in the highest-ranked peer-reviewed journals in marketing and statistics disciplines, such as Journal of Marketing Research (FT50), Journal of Interactive Marketing, Statistics and Computing. Her work has regularly been presented at leading marketing and statistics conferences, such as European Marketing Academy Conference (EMAC), INFORMS Marketing Science Conference, AMA Winter Educators Conference, ERCIM WG on Computational and Methodological Statistics, ICSA Applied Statistics Symposium, and others. During her PhD, Agata was a visiting doctoral student in the Marketing Division of Columbia Business School (New York City, USA). Since 2018 she has also been a visiting scholar at the Center for Excellence in Brand and Customer Management (Georgia State University). Agata serves as a reviewer for the Journal of Marketing, Journal of Marketing Research, Production and Operations Management, Journal of Business Research, European Journal of Marketing, Journal of the Operational Research Society, Papers in Regional Science and the Marketing Science Institute.

Prior to joining UT, Agata did her post-doc at the Center for Excellence in Brand and Customer Management (CEBCM), Georgia State University (USA). She obtained her PhD cum laude in Business and Quantitative Methods from the University Carlos III of Madrid (Spain), for which she received the King Felipe VI of Spain Extraordinary Doctoral Dissertation Award as one of three recipients. Previously, she obtained the MSc. in Business and Quantitative Methods (UC3M), an MA in Quantitative Methods in Economics and Information Systems from Warsaw School of Economics (Poland).

Expertise

Mathematics
Conjoint Analysis
Nonlinear Analysis
Nonlinear Constraints
Optimal Experimental Design
Business & Economics
Customer Acquisition
Digital Marketing
Experimental Design
Travel Agents

Research

My research interests lie predominantly in digital marketing and customer relationship management. The advancement in new technologies, big data, and digital analytics has created many opportunities for firms and for customers. Thanks to developments in AI, personalized, one-to-one marketing will be prevalent and it will be based on automation. I look for research opportunities here and try to solve the challenges that arise from the increased complexity of customer-firm relationships.

In this video, I talk about one of my ongoing research projects in which I study the impact of online travel agents on customer-firm relationships in the hotel industry.

Dr. Leszkiewicz speaking about the impact of third party platforms on customer-firm relationship

RESEARCH INTERESTS:

  • Substantive:
    • digital marketing
    • CRM, customer churn and reacquisition
    • marketing channels
    • customer choice (conjoint analysis)
  • Methodological:
    • machine learning, big data
    • statistical learning
    • econometric data analysis
    • optimization

Publications

Recent
Leszkiewicz, A. , Hormann, T. M., & Krafft, M. (Accepted/In press). Smart Business and the Social Value of AI. In T. Bondarouk, & M. R. Olivas-Lujan (Eds.), Smart Business and Better Management Emerald Group Publishing Ltd..
Gupta, S. , Leszkiewicz, A., Kumar, V., Bijmolt, T., & Potapov, D. (2020). Digital Analytics: Modeling for Insights and New Methods. Journal of interactive marketing, 51, 26-43. https://doi.org/10.1016/j.intmar.2020.04.003
Leszkiewicz, A. (2019). Digital analytics, modelling for insights and new methods. Paper presented at Big Data, Technology-Driven CRM & Artificial Intelligence , Lisbon, Portugal.
Leszkiewicz, A. (2018). Extending the customer lifecycle. Paper presented at 6th International Conference on Applied Research in Economics, iCare 2018, Perm, Russian Federation.
Leszkiewicz, A., & Kumar, V. (2017). Extending the Customer Lifecycle: Optimal Resource Allocation throughout the Customer Journey. Paper presented at INFORMS Marketing Science Conference 2017, Los Angeles, California, United States.
Esteban-Bravo, M. , Leszkiewicz, A., & Vidal-Sanz, J. M. (2017). Exact optimal experimental designs with constraints. Statistics and computing, 27(3), 845-863. https://doi.org/10.1007/s11222-016-9658-x

UT Research Information System

Google Scholar Link

Education

I coordinate and teach a variety of marketing courses in the (I)BA program at a bachelor, pre-master and master level.

If you are a student interested in doing a bachelor/master research on a marketing topic, which also has societal impact and managerial relevance, please write me a short email with a description of your idea and your motivation. I particularly encourage students with some quantitative analysis skills, and/or willingness to learn them.

Affiliated Study Programmes

Bachelor

Master

Courses Academic Year  2021/2022

Courses in the current academic year are added at the moment they are finalised in the Osiris system. Therefore it is possible that the list is not yet complete for the whole academic year.
 

Courses Academic Year  2020/2021

Media

In this video, I talk about one of my ongoing research projects in which I study the impact of online travel agents on customer-firm relationship in the hotel industry.

Dr. Leszkiewicz speaking about the impact of third party platforms on customer-firm relationship

In the press

Tweets

Contact Details

Visiting Address

University of Twente
Faculty of Behavioural, Management and Social Sciences
Ravelijn (building no. 10), room 2125
Hallenweg 17
7522NH  Enschede
The Netherlands

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Mailing Address

University of Twente
Faculty of Behavioural, Management and Social Sciences
Ravelijn  2125
P.O. Box 217
7500 AE Enschede
The Netherlands

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