Soutenir l’ESSEC
English
French English

Arnaud de BRUYN

Professor
department: Marketing
Campus de Cergy
debruyn@essec.edu
+33 (0)1 34 43 32 46
Marketing and Data Analytics – Marketing Models
Personal links
Download CV
Career
Biography

I am Professor of Marketing and Associate Dean for the Ph.D. Program at ESSEC Business School, near Paris, France. I am also Distinguished Visiting Research Scholar at the Institute for the Study of Business Markets (Penn State University), Founder of DECISIVE SYSTEM (a European fundraising analytics company), and Principal at DecisionPro inc. (a U.S.-based marketing analytics software company).

I’m passionate about marketing analytics, especially as it applies to fundraising analytics, marketing engineering, and artificial intelligence. I am a teacher, a researcher, a consultant, a business developer, and even a software architect, depending on the time of day (or night).

In terms of research and publications, our work has been published in Journal of Marketing Research, Marketing Science, Management Science, Information Systems Research, International Journal of Research in Marketing (best paper award, Jan-Benedict Steenkamp Award for Long-Term Impact, and Emerald citation excellence award), and a few others. I am a member of the editorial review board of the International Journal of Research in Marketing (IJRM) and the Journal of Interactive Marketing.

My teaching focuses on data-driven marketing decision-making, marketing analytics and marketing models. I have developed a MOOC on marketing analytics with Coursera, and have won the Marketing Beast Teacher Award at ESSEC.

As a personal note, I was born in Belgium in 1973, and my native language is French.

Diplomas

  • 2004: Ph.D. in Business Administration (Penn State University United States of America)
  • 1997: Master in Economics (Université de Liège Belgium)
Career
Other appointments
    • 2021 – 2027 : Associate Dean for PhD program (ESSEC Business School France)
    • 2015 – Now : Distinguished Visiting Research Scholar, Institute for the Study of Business Markets (Penn State University United States of America)
    • 2011 – 2014 : Head of the Marketing Department (ESSEC Business School France)
    • 2005 – 2014 : Visiting Research Scholar, Institute for the Study of Business Markets (Penn State University United States of America)
    • 2000 – 2004 : Research Assistant (Penn State University United States of America)
Professional appointments
    • 2016 – Now : Principal & Lead Solution Architect (DecisionPro, Inc. United States of America)
    • 2014 – Now : Board Member (DecisionPro, Inc. United States of America)
    • 2013 – Now : Founder (DECISIVE SYSTEM s.p.r.l. Belgium)
    • 2011 – 2016 : Co-founder (île aux trésors s.p.r.l. Belgium)
    • 2006 – 2014 : Senior Consultant (DecisionPro, Inc. United States of America)
    • 2005 – 2006 : Director of Marketing Research & Development (QualiData France)
    • 1998 – 2000 : Head Analyst, Director of Development (QualiData France)
    • 1997 – 1998 : Data Analyst, Development Assistant (QualiData France)
    • 1997 : Programmer-Analyst (Optimus France)
Full-time academic appointments
    • 2011 – Now : Professor (ESSEC Business School France)
    • 2008 – 2011 : Associate Professor (ESSEC Business School France)
    • 2004 – 2008 : Assistant Professor (ESSEC Business School France)
Other Academic Appointments
    • 1994 – 1997 : Teaching Assistant (Université de Liège Belgium)
Distinctions

Awards

  • 2023 : Finalist for the Best Paper Award 2023 for Sarkar, Mainak, and Arnaud De Bruyn (2021), “LSTM Response Models for Direct Marketing Analytics: Replacing Feature Engineering with Deep Learning,” Journal of Interactive Marketing, 53, 80-95. (Journal of Interactive Marketing, United States of America)
  • 2018 : 2018 Jan-Benedict E.M. Steenkamp Award for Long-Term Impact, (2008), A multi-stage model of word-of-mouth influence through viral marketing, International Journal of Research in Marketing, vol. 25(3), pp. 151-163.
  • 2016 : ESSEC Foundation Teaching Award, Runner-Up Selected by students and participants as one of their “favorite professors” (Fondation ESSEC)
  • 2012 : Emerald Citation of Excellence Award 2012, for the article “A Multi-stage Model of Word-of-mouth Influence Through Viral Marketing”
  • 2012 : Excellence in Teaching Award (ESSEC Business School, France)
  • 2010 : Best Paper Award, Finalist Prix Académique Syntec Conseil en Management
  • 2009 : Best Paper Award International Journal of Research in Marketing
  • 2004 : Finalist e-Business Research Center Doctoral Award Competition

Grants

  • 2008 : Grant: Greed, Fear, Vision: How Organizational Incentives Affect Marketing Decision Support System Adoption ESSEC Research Center (ESSEC Business School, France)
  • 2008 : Grant, How to Profile and Target your Customers Using Collaborative Database Profiling ESSEC Research Center (ESSEC Business School, France)
  • 2005 : Grant: Online Recommender Systems and the Design of Virtual Sales Agents ESSEC Research Center (ESSEC Business School, France)
  • 2004 : Grant: Online Recommender Systems e-Business Research Center (Penn State University, United States of America)
  • 2003 : Doctoral Fellow AMA Sheth Foundation Doctoral Consortium
  • 2003 : Doctoral Fellow Marketing Science Doctoral Consortium
  • 2002 : Grant: Is The Small World Even Smaller Online (And Is It So Small After All)? e-Business Research Center (Penn State University, United States of America)
  • 2001 : Grant: Antecedents of Wireless Internet Adoption in the US, in the UK and in Japan e-Business Research Center (Penn State University, United States of America)
  • 2000 : Grant: Improving Conjoint by Incorporating Uncertainty (co-applicant) Institute for the Study of Business Markets (Penn State University, United States of America)
  • 2000 : ISBM Fellowship Institute for the Study of Business Markets ($150 000) (Penn State University, United States of America)
  • 2000 : Executive Program Scholarship ($15 000) (Penn State University, United States of America)
Research

Journal articles

Conference Proceedings

Presentations at an Academic or Professional conference

Teaching

Thesis co-director

  • 2013 – 2018 : Customer Engagement in a Multichannel context (ESSEC Business School France)
  • 2007 – 2012 : The Interactive Effects of Formal and Informal Information Exchanges on Team Performance and Team Satisfaction: A Multilevel Model Study (ESSEC Business School France)
Other activities
Research activities
  • Other academic activity
    • 2015 – Now: Chair, EMAC Doctoral Colloquium
    • 2013 – 2014: Track Chair, EMAC Doctoral Colloquium
    • 2011 – 2011: Jury member for EMAC McKinsey Marketing Dissertation Award
    • 2010 – 2012: Faculty Member, EMAC Doctoral Colloquium
    • 2008 – 2009: Track Chair, EMAC Conference, New Technologies & E-marketing Track
    • 2007 – 2007: Deputy Chair, EMAC Conference, New Technologies & E-marketing Track
    • 2005 – 2005: Jury member for eBusiness Research Center Doctoral Award Competition
    • 2005 – 2005: Jury member for Institute for the Study of Business Markets Doctoral Award Competition
    • 2004 – 2004: Publicity Chair, ACM Sixth Conference on Electronic Commerce
    • 2004 – 2004: Web Designer, Database Manager, Marketing the Profession Survey, INFORMS
    • 2003 – 2003: Analyst, co-author, Branding Survey for the INFORMS Public Information Committee
  • Participation in scientific commissions or reviewer for a conference
    • 2014 – 2014: Ad-hoc reviewer for AFM Conference
    • 2010 – 2010: Ad-hoc reviewer for Academy of Marketing Science
    • 2005 – 2016: Ad-hoc reviewer for EMAC Conferences (2005-2009, 2015-2016)
    • 2003 – 2003: Ad-hoc reviewer for AMA Educator’s Conference
  • Function in an academic association
    • 2014 – 2016: EMAC Representative for France (national elections)
    • 2011 – 2013: EMAC Representative for France (national elections)
  • Role as an expert or appraisor in a research organization
    • 2013 – 2013: Ad-hoc reviewer for Erasmus Research Institute in Management / ERIM
    • 2013 – 2013: Ad-hoc reviewer for Time-sharing Experiments for the Social Sciences (TESS, NSF-funded)
    • 2011 – 2011: Ad-hoc reviewer for National Science Foundation
  • Editorial Board Membership
    • 2013 – 2013: Editorial board membership – International Journal of Research in Marketing
    • 2012 – 2022: Editorial board membership – International Journal of Research in Marketing
    • 2011 – 2018: Editorial board membership – Recherche et Applications en Marketing
    • 2009 – 2022: Editorial board membership – Journal of Interactive Marketing
  • Reviewer for a journal
    • Reviewer for Décisions Marketing; International Journal of Internet Marketing and Advertising; International Journal of Research in Marketing; Journal of Interactive Advertising; Journal of Interactive Marketing; Journal of Marketing; Journal of Marketing Communications; Journal of Marketing Research; Journal of Marketing Theory and Practice; Management Science; Marketing Letters; Marketing Science; Review of Economics and Statistics
Services
    • 2001 – 2004: Student Advisory, Board Member e-Incubator at Penn State University
Professional activities
  • Consulting
    • 1973 – Now: Research Partners (academic collaboration) WWF, Secours Catholique, InSites Consulting, Institut Gustave Roussy, Armée du Salut
    • 1973 – Now: Consulting in Private Sector: ImpactRx (USA), Chaire Sanofi-Aventis, HOIST Kredit, Cancer Treatment Centers of America (USA), Ricard, Pedigree, La Poste, Ernst & Young
    • 1973 – Now: Consulting for the Not-for-profit Sector: Fondation Foch, Fondation 30 Millions d’Amis, Ecole Centrale de Paris, WWF, Gustave Roussy, Armée du Salut, Care France, SERA, CCFD, Fondation Notre Dame, Radio Notre Dame, France Alzheimer, Caritas Luxemburg (Luxemburg), Sanctuaires de Notre-Dame de Lourdes, Association des Paralysés de France, ARC, Perce-Neige, Amnesty International, Fondation de la Recherche Médicale, OXFAM, Foyer de Cachan, Albero della Vita (Italy), Chiens Guides d’Aveugles, Institut Curie, UMP, Croix-Rouge Française, Fondation de France, Action contre la Faim, AFM-Téléthon, SOS Villages d’Enfants, Malte Liban, Fondation Lejeune, Fondation de l’Avenir, Vaincre la Mucoviscidose, ADV
Theses
  • 2009 : FERECATU Alina (ESSEC Business School), Thesis director, Three Essays on Biases in Decision Making
  • 2013 : JIAO Wenyu (ESSEC Business School), Thesis co-director, Customer Engagement in a Multichannel context
  • 2007 : LAI EP BENNEJEAN Jau-Shyuam (ESSEC Business School), Thesis co-director, The Interactive Effects of Formal and Informal Information Exchanges on Team Performance and Team Satisfaction: A Multilevel Model Study
  • 2009 : MUKHERJEE Prithwiraj (ESSEC Business School), Thesis director, Modeling complex Decision Processes