Data Analysis and Classification in Marketing

The 6th meeting of the AG MARKETING took place on May 10 and 11, 2024 at the Kühne Logistics University in Hamburg under bright sunshine. Under the overall theme “2024 Conference on Data Analysis and Classification in Marketing”, 20 international participants met for intensive work and exchange.

This year's meeting of the working group of the Gesellschaft für Klassifikation e.V. was a kick-off meeting for all those interested in the special issue “The Value of User Generated Data for Managerial Decision Making” in Schmalenbach's Journal of Business Research, whose call for papers is initiated via the “AG MARKETING” working group.

In an innovative format, several groups developed initial structures and content for potential papers for the special issue. The relevant topics range from “UGC & The role in Marketing and Decision Making” to “UGC & Digital Responsibility” and “UGC & Willingness-to-pay”. Intensive work phases, short pitches of the developed ideas, supportive discussions and subsequent revisions led to fantastic first drafts.

And a relaxed balance was also provided: against the vibrant backdrop of the 835th Hafengeburtstag, the participants enjoyed excellent regional food, great conversations and a huge fireworks display.

Working Group Marketing

The WG MARKETING is a working group of the Data Science Society (GfKl), which deals in research or practice with problems of data analysis and classification in marketing.

The WG MARKETING focuses on quantitative marketing research and bundles the competencies of scientists and practitioners from the marketing sector. In particular, modeling approaches, the development of advanced quantitative methods for data analysis in the marketing context, and the application of such methods to solve relevant practical problems form the core content of the AG MARKETING.

The Research Area of WG MARKETING

The increasing availability of marketing data poses great challenges to marketing managers today. In particular, marketing managers are expected to make informed marketing decisions based on marketing data. For decision support, marketing data (market data and data from experiments on varying aggregation levels) build the input for marketing models.

The development of powerful models and the preceding investigation of markets or consumer preferences are, therefore, indispensable requirements for successful marketing decisions. Important fields of research include, for example, the development of marketing theories as well as the modeling and testing of these theories using empirical data. Furthermore, the continuous further development of advanced techniques for data analysis and classification is essential.

Main interests and topics of the WG MARKETING

  • Quantitative-empirical marketing research
  • Quantitative models in marketing
  • Marketing theory and concept development
  • Advanced data analysis techniques with marketing application
  • Classification procedures with marketing application
  • Market simulations and optimization methods in the marketing context

Form of Organization WG MARKETING

The AG MARKETING is designed as a formal working group of the Data Science Society (GfKl) and was founded in 2019. The participation in the working group can be declared to the current leader of the WG MARKETING by an informal letter – also by E-Mail (friederike.paetz(at) Formal membership in the GfKl is desired but not a requirement for participation in the working group. WG MARKETING does not charge a membership fee. The head and deputy head are elected every three years at a general meeting of the WG Marketing at the annual conference of the GfKl. The WG MARKETING is led by Prof. Dr. habil. Friederike Paetz, Anhalt University of Applied Sciences, and by Prof. Dr. Raoul Kübler, ESSEC Business School , as deputy head.


Prof. Dr. habil. Friederike Paetz

Hochschule Anhalt

Strenzfelder Allee 28

06406 Bernburg

Tel.: +49 3471 355 5115

E-Mail: friederike.paetz(at)

Deputy head of AG Marketing:

Prof. Dr. Raoul Kübler

Associate Professor of Marketing

ESSEC Business School, Cergy

Marketing Department

3, Avenue Bernard Hirsch

95021 Cergy-Pontoise Cedex


Tel: + 33 (0) 1 34 43 97 03


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