Introducing…

On this website I will share the research I have been doing over the past few decennia in the area of (advanced) information technology applications in the marketing domain.

The focus for such applications is on technology that model the marketing domain in order to provide simulations of the marketing dyad interactions. By having an adequate simulation, marketers can experiment and forecast the effects of their actions on the marketing system and optimize their strategy.

However, the starting position is that such applications have not reached their full potential due to the limited alignment between technology professionals and business professionals. It is the schism between High Tech and High Touch. Different language, different mental models and a professional diverge in interest lead to suboptimal applications. By providing a common framework, the Marketing Analysis Cube, effectively marketing system attributes can be modelled. This gives a rich and expressive language to help understand each other as professionals, and provides a common ontology to generate statements about the marketing system in general.

If you are interested in this research, don’t hesitate to contact me.