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Alexander Bleier

Alexander Bleier

assistant professor, marketing

Ph.D., University of Cologne, Germany

Representative publication: “Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where” (with Maik Eisenbeiss), working paper

“My primary research interests lie in the intersection of digital marketing, customer relationship management, and consumer decision-making. I am particularly interested in the success drivers of targeting and personalization within the online environment. In my most recent work I study retargeting, an online advertising approach where firms personalize their banner ads to individual consumers’ latest online shopping behaviors. My research objective is to derive meaningful results that both advance the academic literature as well as provide firms with important insights to improve their business strategies.”


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