Nico Neumann

Asst. Professor MBS/ Scientific Growth Advisor/ Helps with Incremental Attribution = Experimentation, Uplift Models, Audience-Targeting and MMM/ Marketing Analytics Translator and Educator

Nico Neumann is an Associate Professor at Melbourne Business School, specializing in marketing, business analytics, and technology management.1 7 He joined the school in 2017 as an Assistant Professor and Fellow for the Centre for Business Analytics.5

Background and Expertise

Neumann's research and work expertise revolves around:

Marketing automation
Business analytics
Marketing measurement
Digital advertising
Data brokers
Online browsing behavior1 3

Education and Languages

Dr. Neumann holds a PhD and is multilingual, with:

Native or bilingual proficiency in German
Full professional proficiency in English
Limited working proficiency in Spanish4

Career Highlights

Joined Melbourne Business School in 2017 as an Assistant Professor6
Previously worked as a senior research analyst at the University of South Australia2
Former attribution expert at IPG Mediabrands Sydney2
Recently promoted to Associate Professor at Melbourne Business School in 20247

Teaching and Research

At Melbourne Business School, Neumann:

Teaches marketing courses with a focus on analytics, marketing automation, and technology management2
Conducts research in areas related to marketing effectiveness and data-driven decision making7
Is associated with the Centre for Business Analytics, allowing him to pursue ad tech research interests with industry partners2

Neumann is known for his practical insights into marketing effectiveness and has spoken at industry events, emphasizing the need for a "reality check" on AI in marketing.8