prof.dr. A (Aurelie) Lemmens

Biography

I am Professor of Customer Analytics at the Rotterdam School of Management, Erasmus University Rotterdam (in The Netherlands) and Academic Director of the Expert Practice on Customer Analytics at the Erasmus Center for Data Analytics.

My research focuses on how organizations can use data and AI to make better customer-centric decisions. I am particularly interested in personalization and targeting: whom to target, with which intervention, and when. Methodologically, my work draws on causal machine learning, experimentation, personalized policy design and evaluation, and algorithmic fairness. A central theme across my research is how to move beyond prediction toward decision-making—developing methods that help organizations identify which actions actually create value, while also considering their broader ethical and societal implications.

My work spans customer acquisition, development, and retention. I collaborate extensively with companies to translate methodological advances into real-world decision problems and to help organizations become more customer-centric.

My research has been published in leading journals including Marketing Science, the Journal of Marketing, the Journal of Marketing Research, and the International Journal of Research in Marketing. I received the IJRM Best Paper Award and have been awarded several major research grants, including a Marie Curie Individual Fellowship and Veni, Vidi, and Vici grants from the Dutch Research Council (NWO). I currently serve as Associate Editor at the International Journal of Research in Marketingand on the review boards of the Journal of Marketing Research and Marketing Science.

Beyond research, I am actively involved in academic and professional leadership. I serve as Chair of the European Marketing Academy’s CRM Special Interest Group and as Track Chair for Relationship Marketing at EMAC 2027. I am also a member of the Scientific Advisory Board of Ekimetrics, where I contribute to discussions on AI research, methodological innovation, and the economic and societal implications of AI.

I obtained my PhD in Business Statistics from KU Leuven, under the supervision of Christophe Croux and Marnik Dekimpe, after completing an MSc in Business Engineering at Solvay Business School. Before joining RSM, I held academic positions at Erasmus School of Economics and Tilburg University and was a visiting scholar at Harvard Business School and HEC Paris.

I also very much enjoy teaching. At RSM, I teach Customer Analytics in the MSc Business Analytics & Management and Creating Customer Value in the Executive MBA.

A substantial part of my work is developed in collaboration with organizations facing real customer analytics and AI challenges. If you are interested in exploring a research or industry collaboration, feel free to get in touch.

My CV is available here.

For more information, visit www.aurelielemmens.com