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Personal profile

Personal profile

Agata Leszkiewicz is an Assistant Professor of Marketing at the High-tech Business and Entrepreneurship department, University of Twente. Her research expertise focuses on marketing analytics and marketing modelling. In her research, she develops new methods to address the challenges that arise from the increased complexity of the customer-firm relationship. More specifically, she is interested in topics related to digital marketing, CRM, customer churn and reacquisition, and marketing channels. In terms of methodology, she combines a variety of cutting edge methods including machine learning, statistical and econometric modelling, as well as optimization.

Agata has published in the highest-ranked peer-reviewed journals in marketing and statistics disciplines, such as Journal of Marketing Research (FT50), Journal of Interactive Marketing, Statistics and Computing. Her work has regularly been presented at leading marketing and statistics conferences, such as European Marketing Academy Conference (EMAC), INFORMS Marketing Science Conference, AMA Winter Educators Conference, ERCIM WG on Computational and Methodological Statistics, ICSA Applied Statistics Symposium, and others. During her PhD, Agata was a visiting doctoral student in the Marketing Division of Columbia Business School (New York City, USA). Since 2018 she has also been a visiting scholar at the Center for Excellence in Brand and Customer Management (Georgia State University). Agata serves as a reviewer for the Journal of Marketing, Journal of Marketing Research, Production and Operations Management, Journal of Business Research, European Journal of Marketing, Journal of the Operational Research Society, Papers in Regional Science and the Marketing Science Institute.

Prior to joining UT, Agata did her post-doc at the Center for Excellence in Brand and Customer Management (CEBCM), Georgia State University (USA). She obtained her PhD cum laude in Business and Quantitative Methods from the University Carlos III of Madrid (Spain), for which she received the King Felipe VI of Spain Extraordinary Doctoral Dissertation Award as one of three recipients. Previously, she obtained the MSc. in Business and Quantitative Methods (UC3M), an MA in Quantitative Methods in Economics and Information Systems from Warsaw School of Economics (Poland).

Research interests

My research interests lie predominantly in digital marketing and customer relationship management. The advancement in new technologies, big data, and digital analytics has created many opportunities for firms and for customers. Thanks to developments in AI, personalized, one-to-one marketing will be prevalent and it will be based on automation. I look for research opportunities here and try to solve the challenges that arise from the increased complexity of customer-firm relationships.


  • Substantive
    • digital marketing
    • CRM, customer churn and reacquisition
    • marketing channels
    • customer choice (conjoint analysis)
  • Methodological
    • machine learning, big data
    • statistical learning
    • econometric data analysis
    • optimization


I coordinate and teach a variety of marketing courses in the (I)BA program at a bachelor, pre-master and master level.

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 12 - Responsible Consumption and Production
  • SDG 13 - Climate Action

External positions

Visiting Scholar, Center for Excellence in Brand and Customer Management

15 Apr 2018 → …


  • HB Economic Theory
  • marketing
  • digital marketing
  • customer relationship management
  • marketing channels
  • customer choice
  • marketing analytics
  • Social Media Analytics
  • HA Statistics
  • Machine learning
  • Big Data Analytics
  • statistical learning
  • econometrics
  • optimization
  • conjoint analysis

Artificial Intelligence Expert

  • Economical / Environmental Impact of AI
  • Societal Context of AI
  • Smart and Service Industry
  • Human AI Interaction
  • Health and Well-being
  • Energy, Sustainability, Environment and Circularity
  • Ethical Dimensions of AI


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