Digital leaders who get the most attention for themselves and their brands on social media are those who share their personal...
Joerg Niessing is an Affiliate Professor of Marketing and excels in bridging academia and the business world. He holds a PhD in Marketing from the University of Muenster. Besides his academic career Joerg brings over 13 years of consulting experience building leading brands and delivering profitable growth through distinctive customer insights and data analytics. His diverse background includes marketing and branding strategy, marketing analytics, digital & social media marketing, and customer relationship management across a broad range of industries. He conducted work for many multinationals in more than 15 countries in North and South America, Europe and Asia.
At INSEAD, Joerg focuses on marketing analytics, brand management, and (“big”) data analytics and develops and teaches courses in these areas. He is also the Executive Director of INSEAD eLab, the research and analytics center at INSEAD that focuses on the intersection of data analytics, customer insights and new technology. Joerg gives talks and consults for a number of organisations in his area of expertise.
Before joining INSEAD Joerg worked as an Associate Partner at Prophet; a strategic brand and marketing consultancy, where he led the customer insights & analytics team. At Prophet he worked with companies to uncover and activate actionable customer insights through the application of customised research & analytics methods. He developed in-depth experience in market evaluation, segmentation, brand positioning, value proposition, brand equity & valuation, brand portfolio management, social media strategy & analytics, and marketing effectiveness for clients such as Mondelez, eBay, The Cosmopolitan Hotel, Johnson & Johnson, PepsiCo, T-Mobile, United Airlines, Samsung, Electrolux, Cisco Systems, UBS, Cartier, Swarovski and Best Buy.
Before joining Prophet, Joerg was a managing director at the Marketing Center Muenster. During this time he led several marketing projects in strategy development, brand management, and customer relationship management for a variety of German DAX companies including BMW, Deutsche Post, Volkswagen, Lufthansa and Deutsche Bahn.
Follow Joerg on twitter: @JoergNiessing
Customer-centricity made it possible for a telco firm to revolutionise the banking industry in Serbia.
Startups and incumbents alike should think twice before giving into the temptation to “reboot” their brand.
In an omni-channel marketing universe, brands trying to be all things to all customers will get lost in the shuffle.
Terrorists actively use social media networks to spread their propaganda and recruit fighters as well as copycats. Should...