Online/ Offline Grocery Purchase Reviews
Marketing and Customer Analytics
Short description | Online grocery purchases have increased in recent years. In this thesis, you will analyze product reviews of grocery stores. |
Degree | BSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) after start |
Contact Person | nadine.schroeder@wu.ac.at |
Analyzing website visits
Marketing and Customer Analytics
Short description | In this thesis you will analyze household’s visiting and purchasing behavior across selected websites. |
Degree | BSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) after start |
Contact Person | nadine.schroeder@wu.ac.at |
Product Review Analysis: What Makes a Review Helpful?
Marketing and Customer Analytics
Short description | Product reviews have become an important source of information for customers and companies. With increasing volumes of customer reviews, ‘helpfulness’ features have been established by many online platforms as decision-aids for consumers to cope with potential information overload. In this thesis, you will analyze by what extend certain review characteristics will impact the perceived helpfulness of a review. |
Degree | BSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months year after start (BSc) |
Contact Person | nadine.schroeder@wu.ac.at |
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Topic of Your Choice
Marketing and Customer Analytics
Short description | Do you have an interesting idea that connects to any of the following areas? Customer online/offline purchases/ sustainability, customer review analysis, text mining, customer base analysis, direct marketing, marketing research, data science Let’s get in touch! |
Degree | BSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) after start |
Contact Person | nadine.schroeder@wu.ac.at |
AI-based Content Marketing
Marketing and Customer Analytics
Short description | You want to take part of a revolving research project that aims at Search Engine Optimization (SEO) of website content and Search Engine Advertising (SEA) for specific keywords searches and Google Ad´campaings? Then apply for a thesis project with us! We have developped a semi-automated approach that employs state-of-the-art Natural Language Generation (NLG) tools such as Open AI’s GPT to support SEO/SEA marketers in producing superior website content and are looking for students that help us in conducting use cases in this exciting field of digital marketing. |
Degree | BSc or MSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | One year after start |
Contact Person | |
Sources | Reisenbichler, Martin, Thomas Reutterer, David Schweidel and Daniel Dan (2022), "Frontiers: Supporting Content Marketing with Natural Language Generation", Marketing Science, 41(3), 441-452. |
Managing Firms by Customer Base Analysis
Marketing and Customer Analytics
Short description | Customer base analysis (CBA) encompasses a set of tools to measure and develop relationships with customers. Traditionally, these methods are parsimonious and require only data on the frequency, timing, and the value of each customer's past purchase histories to make accurate predictions of their future behavior. More advanced tools are built for data-rich environments and many firms nowadays integrate them in their marketing and customer analytical tool box. Over the years, our team members have helped to advance the field of CBA and developed expertise in this fast moving field. We offer you the opportunity to benefit from this expertise and to join us in our ongoing research projects. You can also bring your own transaction data and gain an understanding of the capabilities (and limits) of CBA methods based on your own use cases. |
Degree | BSc or MSc |
Skills you will develop: |
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Required skills | |
Earliest Start Date | Anytime |
Latest Finish date | One year after start |
Contact Person | thomas.reutterer@wu.ac.at (I have very limited capacities, so I very likely will ask other team members for help in operational day-to-day supervision) |
Sources |
Online Text Analysis (Over a Timeline)
Marketing and Customer Analytics
Short description | What people discuss in reviews, what their sentiment is regarding some specifics of a product, a service or a person are insights that can be achieved through Natural Language Processing. What are the insights that a person can get without reading thousands of pages of text? |
Degree | Bsc or MSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) or 12 months (Master) after start |
Contact Person | daniel.dan@wu.ac.at |
Text Comparison and Classification
(Over a Timeline)
Marketing and Customer Analytics
Short description | Text classification is an important topic, it is one of the major NLP tasks in Artificial Intelligence. Can an email be classified as legit? Scam? Important? Comparison is an essential tool in Marketing: who does best? Why? |
Degree | Bsc or MSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) or 12 months (Master) after start |
Contact Person | daniel.dan@wu.ac.at |
Video Game Review Usefulness
Marketing and Customer Analytics
Short description | You feel like purchasing a video game, but you are not quite sure about it, as the ratings are ambiguous. You scroll a bit to the reviews section and find many players purchasing the games, yet, only some of the reviews are marked as helpful or useful (regardless of whether they are positive or negative). This makes you think - what made other people mark these as helpful? Let’s try to find it out! |
Degree | Bsc or MSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) or 12 months (Master) after start |
Contact Person | alexander.kulumbeg@wu.ac.at |
Four (or More) Seasons: Predicting How Many Seasons will a Series Get
Marketing and Customer Analytics
Short description | Good job, you just got addicted to a new series! Will your addiction span over years, or will your new favorite show get cancelled soon? Controlling for publisher, genre and several other variables, we will try to figure out, what are the odds of a given show ending just in time, prematurely or polluting the airwaves for years to come! |
Degree | Bsc or MSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) or 12 months (Master) after start |
Contact Person | alexander.kulumbeg@wu.ac.at |
Topic of Your Choice
Marketing and Customer Analytics
Short description | Do you have an interesting idea that connects to any of the following areas? customer review analysis, videogame industry, text mining, customer base analysis, direct marketing, marketing research, data science Let’s get in touch! |
Degree | Bsc or MSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) or 12 months (Master) after start |
Contact Person | alexander.kulumbeg@wu.ac.at |
Managing the Buzzness: How does buzz translate to purchase intention?
Short description | While social media usage is still on an upward trend, most companies and brands try to reach younger segments by implementing sophisticated social media posts and campaigns that trigger engagement in the community. To prioritize those campaigns correctly, it is important for managers to understand how this contributes to the company’s/brand’s success. The thesis will analyze how buzz affects measurable company KPIs. |
Degree | BSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) |
Contact Person | |
Sources |
Marketing and Customer Analytics
Special Occasion Advertising Impact
Short description | For some special occasions brands take extra effort for creating equally special advertisements (e.g., Super-Bowl). In your thesis you will examine how those advertisements affect brand perception. You’ll examine the brand characteristics that play an important role in this context. |
Degree | BSc, MSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor), 12 months (Master) |
Contact Person |
Marketing and Customer Analytics
Brand voice in company generated texts
Short description | Companies use texts on their website, in product descriptions, and on social media to evoke a certain perception in the reader. Can we extract and manipulate this brand personality in company generated texts? How does the reader react when we manipulate the text to (not) match the initial brand perception? Do customers prefer a product (e.g., a perfume) with a description that matches (does not match) the own personality or the perceived personality of the person he/she is buying it for? |
Degree | MSc and BSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) or 12 months (Master) after start |
Contact Person | malik.stromberg@wu.ac.at |
Marketing and Customer Analytics
What makes a text artificial?
Short description | Generative AI tools are mostly perceived as a supportive tool for retrieving condensed information on a specific topic, increasing the readability of texts, or summarizing them. They are used in daily work, for instance for artificially creating texts (e.g., emails, website content, and product descriptions). However, AI detection tools (or people with an educated guess) can tell with some certainty if a text was generated by AI. In your explorative thesis you will systematically investigate the differences between human-generated and AI-generated texts and their evaluation by humans and AI detection systems. |
Degree | MSc and BSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) or 12 months (Master) after start |
Contact Person | malik.stromberg@wu.ac.at |
Marketing and Customer Analytics
Customer Base Dynamics Across Businesses
Short description | In this thesis you will investigate the diverse dynamics of customer behavior in various business contexts. By contrasting these settings, you will aim to uncover the underlying mechanisms driving customer interactions. Leveraging this analysis, you develop data generating functions to simulate these dynamics. |
Degree | MSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 12 months (Master) after start |
Contact Person | malik.stromberg@wu.ac.at |
Marketing and Customer Analytics
(Cross-)Category effects of customer activation campaigns
Short description | To target customers efficiently we can use individual characteristics and heterogeneous treatment effects for activation campaigns. In this thesis, we want to evaluate the importance of taking category information into account. Exemplary research questions for this would be:
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Degree | MSc and BSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) or 12 months (Master) after start |
Contact Person | malik.stromberg@wu.ac.at |
Marketing and Customer Analytics
Topic of Your Choice
Short description | You have an interesting idea that connects to any of the following areas: Customer lifetime value, customer base analysis, brand voice, marketing research, data science, heterogeneous treatment effects, uplift modelling? |
Degree | MSc and BSc |
Skills you will develop: |
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Required skills |
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Earliest Start Date | Anytime |
Latest Finish date | 6 months (Bachelor) or 12 months (Master) after start |
Contact Person | malik.stromberg@wu.ac.at |
Marketing and Customer Analytics