Prof. Dr.
Margarita Bidler
Customer Insights & Data Analytics
Contact
Room
W2.4.04
Colloquium
Do 12:00 -13:30 Uhr - Bitte um Voranmeldung per Mail.
Phone
(07231) 28-6937Prof. Dr. Margarita Bidler is a professor for Customer Insights & Data Analytics. She joined the departments of Market Research and Consumer Psychology as well as Marketing Intelligence in the winter semester 2023/24.
She studied Business Administration at the Technical University of Dresden and earned a Professional Certificate in Data Science from Harvard University (HarvardX). At the University of Passau, she then worked as a research assistant at the Chair of Marketing and Innovation where she taught market research and consumer behavior. She earned her doctoral degree on the topic of "Privacy-related Decision-making in the Digital Landscape".
Margarita Bidler worked as a Consumer Insights Manager at Allianz SE and later on as a Data Manager at BSH. She was responsible for data-driven innovation processes and the optimization of the consumer journey. Her focus was on the development of a data and insights landscape, data analyses and data-driven consulting for the marketing and sales units.
Margarita Bidler's research focuses on the areas of privacy and consumer behavior in the digital context. Using quantitative methods, she investigates consumer' data disclosure decisions and the underlying affective and cognitive processes. Among other things, she explores personalization approaches based on digital profiles, the use of avatars and other gamification elements, and data-driven business models. A special focus lies on the monetization of data in business networks, the impact on consumers' willingness to disclose data, and the challenges this poses for policymakers.
Business Intelligence , Data Analytics , Empirical Research Methods , Search Engine Optimization , Quantitative Methods , Data-driven Business Models , Cognition and Emotion , Customer Satisfaction
2020 - Dr. rer. pol., Business Administration
Universität Passau
Germany
2019 - Professional Certificate, Data Science
United States
2016 - Master of Science, Business Administration
Germany
since 2023 - Pforzheim University - Germany
Professor for Customer Insights & Data Analytics
2021 - 2023 - Bosch Siemens Home Appliances - Germany
Data Manager Customer Experience Journey
2020 - 2021 - Allianz - Germany
Customer Insights Manager
2016 - 2019 - Universität Passau - Germany
Research Associate
2015 - 2016 - TU-Dresden - Germany
Research Assistant
Market Research and Consumer Psychology , Marketing Intelligence
Journal article
BIDLER, M., ZIMMERMANN, J., SCHUMANN, J., WIDJAJA, T. (2020). Increasing Consumers’ Willingness to Engage in Data Disclosure Processes through Relevance-Illustrating Game Elements. JOURNAL OF RETAILING, 96 (4), 507-523. doi:10.1016/j.jretai.2020.10.001.
Dissertation
BIDLER, M. (2019). Consumers' Privacy-Related Decision-Making in the Digital Landscape.
Publication in Collected Edition (encyclopedia...)
BIDLER, M., STEUDNER, T., SCHUMANN, J., WIDJAJA, T. (2019). Kundenwahrnehmungen und Kundenverhalten beim Bezahlen von digitalen Dienstleistungen mit personenbezogenen Daten. Erich Schmidt Verlag GmbH & Co.