Deakin MarTech Lab assists Australian small-to-medium enterprises (SMEs) in effectively integrating marketing technologies (MarTech) across a wide range of marketing activities to achieve better business outcomes. These outcomes include both tangible benefits, such as efficiency gains and cost savings, as well as intangible benefits, such as improved employee engagement and satisfaction.
We focus on the design/architecture and implementation of marketing automation tools, as well as data and analytics platforms. Our research explores several key areas of marketing, including services marketing, customer analytics and marketing communications.
We explore how businesses can leverage MarTech tools to help organisations stay competitive in a constantly evolving landscape.
We assess an organisation's MarTech stack by evaluating its complexity, functionality and cost. We then provide tailored recommendations to enhance its simplicity, effectiveness and cost efficiency moving forward.
Our research utilises state-of-the-art quantitative marketing models to provide marketing-related solutions to a range of business issues, including service recovery, webcare and advertising efficiency.
We utilise customer data to better understand and predict people's future behaviour. The data uncovers their purchase, spending and attrition habits.
When you study a research degree or PhD at Deakin you'll build a thriving career in business and solve real-world challenges facing the industry and the community.
The researchers at Deakin MarTech Lab are experts in marketing technologies, conducting cutting-edge research that to drive innovation and business growth.
Professor André Bonfrer is a professor of marketing at Deakin Business School and the director of Deakin MarTech Lab. His research focuses on innovations in marketing technology, retailing, customer lifetime value modelling, market response modelling and analytics for business decision making.
Associate Professor Ali Tamaddoni is an associate professor in marketing at Deakin Business School. His research interests include churn management, customer analytics and User-Generated Content (UGC).
Associate Professor Ahmed Ferdous is an associate professor in marketing at Deakin Business School. Ahmed's research and engagement is in internal marketing and value co-creation in the context of transformative business practices.
Dr Jay Zenkic is a lecturer in marketing at Deakin Business School. His research is in the areas of the psychology of money and fairness and he aims to uncover novel ways in which people can be helped to save more for their future.
Dr Keo Mony Sok is a services marketing researcher. Her research focuses on service quality, service delivery and maximising frontline service employees performance through various organisational and individual mechanisms.
Dr Bingqing Xiong is a lecturer in the information systems and business analytics at Deakin Business School. Her research focuses on innovation issues related to innovation diffusion, innovation portfolios and strategic management in various contexts.
Our research also delves into the evolving fields of services marketing and marketing communications, providing SMEs with the insights and tools they need to stay competitive in a rapidly changing market.
This project focuses on developing a robust churn prediction model that utilises historical customer data to identify individuals likely to defect in the future. By proactively identifying potential churners, LegalSuper can tailor retention strategies, enhance customer satisfaction, and promote long-term loyalty.
As the use of AI rapidly grows, people are considering how to align AI solutions with human values to improve consumer wellbeing and protection. Strategies like ‘human in the loop’ emphasise the need for consumer control over AI systems, however, little is known about consumer preferences. This study aims to explore consumer preferences towards different AI alignment approaches.
Please get in touch if you would like to know more about Deakin MarTech Lab or discuss collaboration or research opportunities.
Email Professor André Bonfrer
+61 3 924 68475
Email Associate Professor Ali Tamaddoni
+61 3 924 46196
