I am Associate Professor of Marketing at Bocconi University. I earned a PhD in Management and a B.S. in Statistics, cum laude, from the University of Bologna (Italy). I was visiting PhD scholar at the Tuck School of Business, Dartmouth College (USA). Prior to joining Bocconi, I was an Associate Professor in the marketing department at the University of Bologna and Associate Dean for Alumni at Bologna Business School.
I co-chair the track Methods, Modelling & Marketing Analytics for the EMAC conference. I also served as elected Italian Representative of the Executive Board - European Marketing Academy (EMAC).
My paper “Identifying omnichannel deal prone segments, their antecedents, and their consequences” received the 2021 Davidson award (second runner up) for the best paper published in the Journal of Retailing in 2020
My area of expertise is in the measurement and analysis of marketing effectiveness and customer profitability, especially in the fields of multichannel marketing and customer relationship management. The common thread running through my works is the evaluation of the impact of marketing actions along different stages of the customer journey.
I also have a longstanding interest in complaint-handing and service recovery in terms of actions (e.g., incentives, procedures) that firms take in response to a service failure. My most recent research interests focus on evaluating the impact of different marketing strategies on product-returns dynamics, customer-data acquisition, and the generating of earned media.
My research has appeared in Journal of Marketing, Marketing Science, Journal of the Academy of Marketing Science, Journal of Retailing, Marketing Letters, and in other outlets such as MIT press.