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Conferences, seminars, events

Workshop Data Mining in Marketing - May 14 2019

To support young researchers, and especially Ph.D. students and postdocs, the Marketing Department of the Faculty of Business and Economics, University of Antwerp is organizing a Workshop on Data Mining in Marketing.

This workshop is driven by the increasing interest in data mining in the field of social sciences and focuses on research that draws on Internet-based data sources such as social media, online news, large digital archives, and public comments to news and products.

We have invited 3 expert speakers: Edward Malthouse (Northwestern University), Theo Araujo (University of Amsterdam) and Bart Goethals (University of Antwerp). The speakers will provide insights into key concepts and will go into more specific examples of research using machine learning and recommender systems. We will kick-off the day with Edward Malthouse who will shed some light on what big data is and how it can be used. He will also discuss how data mining can be used both for confirmatory and predictive research. Then, Theo Araujo will present some of his own research where he applied big data and machine learning. The focus will be not only on the academic use of these techniques but also on how companies might integrate these applications into their marketing practices. Finally, Bart Goethals will take a more technical standpoint. Accordingly, he will delve into the use of recommender systems in marketing contexts, and the knowledge and experience he obtained at his company, Froomle, which provides personalized recommendations based on artificial intelligence.

The workshop will take place on Tuesday, May 14th (10 am – 6.30 pm) at the University of Antwerp (Stadscampus). At 5.15 p.m. a networking reception is scheduled.

Attendance is free and coffee/lunch is included

Practical details about the schedule and locations will follow.

Spaces are limited, so registration is on a ‘first come, first serve’ basis. If you (or one of your Ph.D. students) are interested in participating, please register for the workshop as soon as possible, and by May 7th at the latest by sending an email to Freya De Keyzer (

Hope to see you on May 14th!



Short speaker bio’s

  • Prof.dr. Malthouse is a professor at the Medill School of Journalism, Media, Integrated Marketing Communication, Northwestern University. His research focuses on database marketing, advertising, new media, and integrated marketing communications. He applies statistical models to large datasets of consumer information to help managers make marketing decisions.
  • Prof.dr. Araujo is an assistant professor at the Department of Communication Science, University of Amsterdam. His research focuses on the increasing adoption of artificial intelligence and related technologies within the communication environment and within communication research.
  • Prof.dr. Goethals is a professor at the Department of Mathematics – Informatics, University of Antwerp. His research focuses on data mining, big data analytics, recommender systems, and data cleaning.