Seminar Creating business insights from customer and employee data

On 5 February 2018, Jason Thatcher and Natalie de Vries will visit the Brightlands Smart Services Campus to present their insights on the use of customer and employee data.


15.00 – 15.30    Walk-in and registration

15.30 – 15.45    Welcome and introduction
Jos Lemmink, Professor of Marketing & Service Innovation at BISS and Maastricht University

15.45  – 16.15   Consumer behaviour insights from data-driven methods
Natalie de Vries, Conjoint research fellow at the University of Newcastle, Australia

The lines between data science and marketing are increasingly being blurred creating better outcomes for business and consumers alike. In this landscape, marketers and business managers need to work together with data scientists more effectively to ‘stay ahead of the game’ and remain competitive. Three different examples, an e-commerce co-purchasing network analysis, a personalised university ranking approach and a consumer donation behaviour analysis study are used to illustrate the innovative ways in which data science contributes to social science advancements.

16.15 – 17.00    Social media and new employee selection:  How does new technology change an old game?
Jason Thatcher, Professor of Information Systems at Clemson University, South Carolina, USA

A variety of sources indicate decision makers use social media, such as Facebook and LinkedIn, to make decisions regarding potential employees. Unfortunately, there is scant academic research on the implications of this practice. To shed light on the relationship between social media and selection, we investigate whether applicants’ political attitudes and individuating information (i.e., job-related information) found on social media impact decision makers’ evaluations of job candidates’ likeability, similarity, and “hireability”. To evaluate these relationships, we conducted an experiment, which manipulated presentation of political attitudes and individuating information on two social media platforms. Our results indicated perceived similarity influenced liking and in turn, hireability, for all of our political conditions, regardless of the social media platform information was viewed on. Further, we found such effects in spite of individuating information. The study has many implications for practice, including indicating that political information on social media may influence hiring decisions; suggesting a need for future research on how to craft appropriate hiring policies.

17.00 – 17.30    Discussion with the audience
Moderated by Remko Helms, Professor of Information Systems at BISS and Open University

17.30 – 18.30    Networking and drinks


Jason Thatcher

Dr. Jason Thatcher is a Professor of Information Systems in the Department of Management at Clemson University. He earned a Ph.D. in Business Administration from the College of Business at Florida State University. He is a member of Phi Beta Kappa, Beta Gamma Sigma, Sigma Alpha Epsilon, and the PhD Project.
Dr. Thatcher is immediate Past-President of the Association for Information Systems. He served two terms as VP of Membership for the Association for Information Systems.
Dr. Thatcher's research examines the influence of individual beliefs and characteristics on adaptive and maladaptive uses of information technology.  He also studies strategic and human resource management issues related to the effective application of information technologies in organizations. Dr. Thatcher won the College of Business and Behavioral Science 2006 Emerging Scholar Research Award and 2012 Senior Scholar Research Award at Clemson University.
He serves as a Senior Editor at MIS Quarterly, Decision Sciences, AIS Transactions on Human-Computer Interaction and other refereed outlets. Beyond professional groups and journals, Dr. Thatcher’s service focuses on developing Ph.D. students. He teaches Management Information Systems in the Undergraduate and Graduate curriculum of the Management and MBA programs. He has won teaching and innovation awards from Innovision, Clemson University, and Florida State University. He founded the Social Analytics Institute (SAI) and the Social Media Listening Center (SMLC) at Clemson University.

Natalie de Vries

Natalie de Vries currently holds a Conjoint Research Fellow position with The University of Newcastle, Australia. She has a Bachelor of Business (Marketing & International Business), a Bachelor of Commerce (Economics) and an Honours Class One Thesis in Marketing. She has worked as a Research Associate for the School of Electrical Engineering and Computer Science at The University of Newcastle, Australia. Her research lies at the intersection of data-driven computer science methods and social science disciplines. Her research themes are consumer behaviour, social media, data-driven analytics, donor behaviour and more. Natalie has published in Plos One, Journal of Brand Management and at several international conferences (IEEE conferences, ANZMAC etc.). She is also the co-editor of a contributed volume to be published by Springer in 2018 titled ‘New Ideas in Business and Consumer Analytics’.   

Practical information

Date: 5 February 2018
Time: 15.00 - 18.30
Location: Brightlands Smart Services Campus, Smedestraat 2, 6411 CR Heerlen
Fee: €25 (students: €10)


Please fill out the registration form, see below.

Register here