Driving Better Decisions with Behavioral Science and Data Analytics

What I Do

My work spans academic, corporate, public sector, and legal contexts:

• As a professor and researcher, I study how consumers and managers make decisions, with a focus on how people interpret--and often misinterpret-- data and statistical information. My work is published in leading journals across business and psychology.

• I have collaborated with leading companies in consumer goods, retail, financial services, pharmaceuticals, and technology.

• I have advised government agencies on marketing and consumer welfare.

• I have served as an expert witness in cases related to product innovation and diffusion, advertising and marketing attribution, customer relationship management and analytics, and sponsorships.

I also frequently deliver keynote presentations at international industry events.

My Book

I am the co-author of Decision-Driven Analytics (Wharton School Press), which provides a framework for turning data into stronger decisions and business outcomes. The book has been adopted by business leaders and organizations seeking to align analytics with strategy and measurable impact.

Academic Roles

I am a behavioral scientist and marketing professor at KU Leuven and Vlerick Business School.

• I hold degrees in psychology from KU Leuven and a Ph.D. in Marketing from Erasmus University Rotterdam.

• My academic career includes faculty positions at ESADE Business School and the University of Colorado Boulder.

• I have also held visiting appointments at the University of Chicago Booth School of Business, the China Europe International Business School (CEIBS), and the Rotterdam School of Management.

Let's connect

If you see an opportunity to collaborate, feel free to reach out.