Mini Track on Quantitative Methods in Data-Driven Digital Marketing Research

The 12th International Conference on Business Excellence
Innovation and Sustainability in a Turbulent Economic Environment

 “The best way to predict the future is to create it.” – Abraham Lincoln

22-23 March 2018, Bucharest, Romania

Mini Track Chairs:

Maria Grith, Erasmus University Rotterdam

Georgeta-Madalina Meghisan Toma, University of Craiova, Romanian Academy, Romania


Firms take data-driven decisions to improve their operation. Large amounts of data are available regarding customer transactions, pricing, advertising. They are collected through field and lab experiments, surveys, and more and more via online platforms. Digitalization influences the marketing activity of firms, marked by a shift towards the online stores, social media and mobile marketing. Thus, firms learn how to make use of the modern technologies, such as digitalization of information and the Internet of Things, to understand shopping and purchase behavior, market trends, identify focus groups, improve communication and promotion. To take advantage of such progress tailored statistical, predictive and computational methods as well as structural models are being developed and applied. The track is aimed at academic scientists and practitioners who conduct either theoretical or applied research related of digital and big-data in marketing.

A non-exhaustive list of topics includes:

  • Game theory
  • Bayesian methods
  • Machine learning
  • Data science
  • Text-mining
  • Audio-and video-processing
  • Customer targeting
  • Pricing strategies
  • Assortment optimization
  • Demand estimation
  • Social media strategies
  • Mobile marketing optimization
  • Online store concept development
  • Internet of Things development


Maria Grith is an Assistant professor in Econometrics at Erasmus University Rotterdam. She received her Ph.D. in Economics in 2013 from Humboldt University of Berlin. Before joining Erasmus, she had postdoctoral appointments at University of Pennsylvania, Singapore Management University and Humboldt University of Berlin. Her work is focused on developing and applying statistical methods for studying dynamic high-dimensional data settings. It relies on nonparametric and semiparametric approaches, functional data, as well as graphical models. The applications of the research lie mostly in the field of finance. She has coauthored articles published in the areas of statistics, econometrics and finance journals, such as “Review of Finance” and “Journal of Financial Econometrics”.


Georgeta-Madalina Meghisan Toma is Associate Professor PhD in Marketing Science at the University of Craiova, Faculty of Economics and Business Administration, Romania. She is Scientific Researcher III at the Romanian Academy, National Institute of Economic Research ”Costin C. Kiritescu”, Bucharest, Romania. She is the author of more than 20 articles in international data base journals and she published several books in Marketing. She was awarded the Third Prize for Economics Literature in the field of Commerce-Tourism by AFER (Association of Economic Faculties from Romania), for the book entitled “Strategies on the mobile telecommunications market from Romania”, Shaker Verlag Publishing House, Aachen, Germany (2012). She is member within the Commission of Economic Science and Business Administration CNATDCU since 2017.


Publication opportunities

The conference is organized by Society for Business Excellence and UNESCO Department for Business Administration on the 22-23 of March 2018 at The Bucharest University of Economic Studies, Faculty of Business Administration in Foreign Languages (FABIZ). The papers accepted at ICBE 2018 will be published in the conference proceedings, subject to author registration, payment and presentation.

The presented papers will be published in the Conference Proceedings volume under the German Publishing House De Gruyter and they will be indexed in EBSCO, Proquest, ExLibris, OCLC, Google Scholar, Microsoft Academic, CELDES, CNPIE, Naviga, and will be submitted to Thomson Reuters ISI Web of Science (WOS) Conference Proceedings Citation Index.

In addition, a selection of the best papers will be published in the international journal Management & Marketing. Challenges for the Knowledge Society by De Gruyter Open, indexed in Emerging Sources Citation Index (ESCI), Scopus, Proquest, Cabell’s Directory and more than 20 other international databases (

At the final ceremony, for scientific merits and rigour there will be granted two Excellence Awards, and for each section a Best paper award.


Submission details

Abstract submission deadline 30 October 2017
Notification of abstract acceptance 15 November 2017
Submission of full paper due for review 15 December 2017
Notification of paper acceptance (with any requested changes) 31 December 2017
Final paper due (with any changes) 19 February 2018
Final Author registration date 28 February 2018


 Registration and payment*

EARLY BIRD REGISTRATION AND PAYMENT 14 December 2017 – 15 January 2018
Academics 160 euro
Practitioners 200 euro
PhD students 120 euro
Academics 200 euro
Practitioners 250 euro
PhD students 150 euro
* The conference fee includes conference attendance, publication, conference folder, meals during the conference and a trip in a soon to be announced destination on the 24th of March 2018.

**Non-presenting participants are subject to a universal fee of 80 euro.

***All confirmed SBE members (who have paid their membership fee for 2018) benefit from a 30% fee discount.

As a first step, we require a 300-word abstract which is to be received by the 30th of October 2017. Submissions must be made using the online submission form available at and the final paper should be accompanied by publishing agreements and declaration of originality.

Should you have any questions please email us at

Details about the payment and the SBE bank account are available at

Information about the conference could be found also on the website