The mission of the A.C. Nielsen Center for Marketing Analytics and Insights is twofold; train MBA students in the specialized ideas, issues and techniques of marketing analytics and insights and discover and disseminate new analytics and insights knowledge.

Professor Neeraj Arora, who is also the center’s executive director, is a key component of achieving the research aspect of our mission. Professor Arora conducts research that focuses on econometric models of individual group choice. His research builds upon psychological and microeconomic theories of consumer behavior that use Bayesian models to capture interpersonal differences.

Papers by Professor Arora have appeared in the Journal of Marketing Research, Marketing Science, Journal of Consumer Research and Marketing Letters. Professor Arora has also presented his research at various marketing conferences and is connected to research projects on benefit segmentation and new product design among others.

Learn about previous and ongoing research at the Wisconsin School of Business »