Nico Neumann

Assistant Professor of Marketing

Nico Neumann joined Melbourne Business School in 2017 as an Assistant Professor and Fellow for the Centre for Business Analytics.

Nico's research and work expertise revolves around marketing automation, business analytics and marketing measurement. Nico has published in top tier academic journals (Marketing Science, Management Science, Journal of Retailing, Journal of Consumer Psychology and Quantitative Marketing and Economics) and is a frequently invited keynote speaker at leading industry events (e.g., Programmatic Summit, Data Strategy Symposium, Ad Tech Sydney, Programmatic IO).

He is also a regular contributor to AdExchanger as well as other trade press columns (AdNews, Mumbrella). Before joining MBS, Nico worked for Accenture Management Consulting, Datalicious, IPG Mediabrands and the Institute for Choice (University of South Australia).

In 2021, Nico received the ANZMAC Emerging Marketing Researcher of the Year Award.

Nico teaches Case Methods, Marketing Analytics and Causal Analytics for the Master of Business Analytics program as well as Marketing Communications and Marketing Analytics for the MBA program/ Executive Education.

Most Notable Research

Nico Neumann, Catherine E. Tucker, Levi Kaplan, Alan Mislove and Piotr Sapiezynski: Data Deserts and Black Boxes: The Impact of Socio-Economic Status on Consumer Profiling, Management Science, 2024 (published online)

Nico Neumann, Catherine E. Tucker, Kumar Subramanyam and John Marshall: Is First- or Third-Party Audience Data More Effective For Reaching The `Right' Customers? The Case of IT Decision-Makers, Quantitative Marketing and Economics, Volume 21, 2023, 519–571.

Nico Neumann, Catherine E. Tucker, Timothy Whitfield: Frontiers: How Effective Is Third-Party Consumer Profiling? Evidence from Field Studies, Marketing Science, 2019, forthcoming.

Natalina Zlatevska, Nico Neumann and Chris Dubelaar: Mandatory Calorie Disclosure: A Comprehensive analysis of Its Effect on Consumers and Retailers, Journal of Retailing, Volume 94, Issue 1, March 2018, 89–101.

Runner Up 2019 Davidson Award for the best papers published in the Journal of Retailing in 2018

Nico Neumann, Ulf Bӧckenholt, and Ashish Sinha: A Meta-Analysis of Extremeness Aversion, Journal of Consumer Psychology, Volume 26, April 2016, 193-212.

Nico Neumann and Ulf Bӧckenholt: A Meta-Analysis of Loss Aversion in Product Choice, Journal of Retailing, Volume 90, Issue 2, June 2014, 182–197.