I conduct research in quantitative marketing and my expertise lies in the field of digital marketing. I am particularly interested in the pricing and consumption of digital media products and have worked extensively with media companies. My research generates insights on how to effectively orchestrate the digital customer journey in order to increase a firm´s customer - specifically subscriber - base.

Prior to joining NOVA School of Business and Economics, I was a post-doctoral research fellow in the Marketing department of the Wharton School of the University of Pennsylvania. I received my Ph.D. in Marketing from the University of Mannheim and I was a visiting Ph.D. at the Wharton School. I have taught digital Marketing analytics at the master and executive MBA level and consumer behavior at the bachelor level. 

Digital Marketing, Media Consumption, Subscriptions, Pricing, Customer Value Management

daniela.schmitt <at> novasbe.pt

Nova School of Business and Economics, Rua da Holanda 1, 2775-405 Carcavelos, Portugal