Ph.D., marketing, and Diplom-Kauffrau, marketing, electronic commerce and finance, Goethe University; M.S. marketing, electronic commerce and finance, Université Paris-Dauphine
Summary of Experience
Professor Lambrecht is an expert in digital marketing and consumer behavior. Her research focuses on marketing decisions in digital environments – emphasizing online targeting, advertising, promotion, and pricing. In the context of digital marketing, Professor Lambrecht has examined how firms can use retargeting to reach out to consumers; how firms can advertise on Twitter to early trend propagators; the role of position effects on information displayed to consumers online; and, more broadly, the value of big data for firms. In her online pricing work, Professor Lambrecht examines the economics of pricing online services and online promotions, such as daily deals or cashback promotions.
Recently published research explores the role of economics in the context of apparent algorithmic biases. Currently, Professor Lambrecht is studying the value of top positions in organic search results and how users contribute to crowdfunding campaigns. In an additional research stream on price discrimination in service industries, she has focused on the use of multi-part tariffs by service providers such as telecom companies.
Professor Lambrecht has published a number of articles in leading academic journals, such as Marketing Science, Management Science, and the Journal of Marketing Research. Among other awards, she has received the American Marketing Association's Paul E. Green Award and has recently been selected as the winner of the prestigious William F. O'Dell Award. In addition, Professor Lambrecht has held several editorial roles at prominent academic publications.