Bart De Langhe is a behavioral scientist and a Professor of Marketing at KU Leuven and Vlerick Business School. He received his PhD in Marketing from Erasmus University Rotterdam, and his bachelor and master degrees in Psychology from KU Leuven.

De Langhe’s research examines how managers and consumers make judgments and decisions, with a specific emphasis on their intuitions about data, metrics, and statistics. He has published articles in leading academic journals in business and psychology, such as Journal of Marketing Research, Management Science, Journal of Consumer Research, and Journal of Experimental Psychology: General. His work has also been featured in managerial and popular outlets, such as Harvard Business Review, MIT Sloan Management Review, The Wall Street Journal, and The New York Times

De Langhe has taught a wide array of courses related to marketing management, consumer behavior, behavioral economics, data analytics, and managerial decision-making at various academic levels, including undergraduate, MSc, MBA, EMBA, PhD, and open/custom executive programs. He has taught at prestigious business schools in Europe, North America, and Asia. As a testament to his excellence in research teaching, De Langhe was recognized by the Marketing Science Institute in 2017 as one of the most promising young scholars in marketing, and by Poets and Quants in 2021 as a "best 40-under-40" business school professor.

Bart also founded Behavioral Economics and Data Analytics for Business (BEDAB), a consultancy that helps companies from various sectors get better at understanding and applying behavioral science, data analytics, and marketing. He also works with governments to tackle marketing and consumer welfare issues. Bart has served as an expert witness on court cases related to product innovation and diffusion, advertising and marketing attribution, customer relationship management and analytics, and sports sponsorships. 


Marketing professors and behavioral scientists Bart De Langhe and Stefano Puntoni argue that many analytics efforts flounder because data analyses are disconnected from the decisions to be made. Drawing from their own research and teaching, as well as real-world business cases, they offer a new approach they call decision-driven analytics. Counterintuitively, they argue that the key to making good decisions with data is to start by putting data in the background.

A must-read for anyone who wants to harness the power of data for competitive advantage, Decision-Driven Analytics will equip you with the skills and tools you need to more effectively use data for business outcomes and to make better decisions in today’s complex and data-rich world.

Available at Amazon,  Wharton School Press, Barnes & Noble, and more.