Data Driven Marketing
Centre of Expertise Digital Operations & Finance
Introduction
Traditional marketing, focused on profit maximization, no longer meets the needs of modern society. The demand for a responsible and sustainable marketing approach is growing. Companies and organizations are looking for ways to create value not only for customers but also for society as a whole. Data Driven Marketing offers a solution for this.
Smart use of data and technology can create marketing strategies that are both commercially successful and socially responsible. This requires a shift from marketing strategies solely focused on revenue growth and customer engagement, to strategies that promote sustainable consumption and contribute to a welfare economy. The Data Driven Marketing research group investigates how data-driven marketing, supported by machine learning and predictive analytics, can contribute to this shift.
About the research group
The Data Driven Marketing research group focuses on how marketing can contribute to a sustainable and inclusive economy. We develop new knowledge about the role of data and digital technologies in marketing, so that marketing not only generates profit but also creates societal value.
Researchers in the Data Driven Marketing group apply advanced analytical techniques, such as Bayesian causal inference and predictive modeling, to measure the effects of welfare-oriented marketing. The research group explores how data analysis can help evaluate marketing campaigns, not only based on revenue but also on consumer satisfaction and societal impact. We also explore how wellbeing indicators can be integrated into machine learning models to improve brand reputation and strengthen customer loyalty in the long term.
By collaborating with companies, governments, and knowledge institutions, the research group contributes to innovations within the field and supports organizations in implementing data-driven and meaningful marketing strategies.
The research group also plays a role in education. Students work on practice-oriented research projects and learn how to use data and technology to develop impactful marketing strategies. This prepares them for a future in which marketing is not only about sales, but also about creating societal value.
With this approach, the research group connects science, education, and practice, contributing to a new generation of marketers who make a difference with data.
About the professor
Cor Beyers
Cor Beyers holds a PhD in chemistry from Eindhoven University of Technology and started his career in the chemical industry, where he worked in various departments. He has worked as a project manager, new business developer, and in several operational roles.
In March 2025, Cor started as a professor of Data Driven Marketing at The Hague University of Applied Sciences. Previously, he was project leader for the new master's program in Data Driven Business, program manager of the MBA (including the Big Data variant), and lecturer in International Business. In addition, Cor holds the position of professor for New Entrepreneurship at Avans University of Applied Sciences.
Team
Within our research group, researchers, lecturer-researchers and students work closely with practice partners to conduct research. Together they are committed to translating the results of the research -knowledge and insights- into the practice of education and the region.
