Bruno Jacobs

I am an Assistant Professor of Marketing at the Robert H. Smith School of Business, University of Maryland, College Park.

My research is located at the intersection of quantitative marketing, econometrics, and machine learning. I develop methods to uncover data-driven insights in large-scale marketing applications, particularly those that involve customer-level data. My research projects often involve collaborations with industry partners, ranging from a Dutch startup to a Fortune 500 company.

Publications

• Understanding Large-Scale Dynamic Purchase Behavior
  Bruno Jacobs, Dennis Fok, Bas Donkers
  Marketing Science, 2021
  • Code (Python using Numba)


• Model-Based Purchase Predictions for Large Assortments
  Bruno Jacobs, Bas Donkers, Dennis Fok
  Marketing Science, 2016
  • Code (MATLAB and Java)
  • ERIM Junior Top Article Award 2017

Working Papers

• The Tale of the Tail: Modeling Customer Purchase Behavior in the Long Tail
  Bruno Jacobs and Didier Nibbering
  • Last updated: June 2025
  • Working paper: SSRN
  • Status: Resubmitted to the Journal of Marketing Research


• Understanding the Complexity of Business-to-Business Customers: Modeling Quote Response Using Purchase Behavior
  Bruno Jacobs, Yuri Peers, Olga Ungureanu
  • Last updated: July 2025
  • Working paper: Available upon request
  • Status: Submitted to the Journal of Marketing Research


• Introduction Bias in Purchase History Data
  Bruno Jacobs, Dennis Fok, Bas Donkers
  • Last updated: August 2025
  • Working paper: Available upon request
  • Status: Preparing for submission to Management Science

Selected Research in Progress

• Diversification in Product Recommendations
  with Bas Donkers and Dennis Fok


• Modeling Latent Homophily in Large-Scale Social Networks
  with Liye Ma


• Differential Privacy in Marketing
  with Tom Boot and Gilian Ponte
  • Received a Smith Research Grant for this research project