portrait photo

Nadia Abou Nabout

Univ.Prof. Dr. Nadia Abou Nabout
Telephone:
+43 1 31336 4900
Email:
About me:
* Real-time Bidding and Programmatic Buying * Retargeting * Customer Journey Analysis * Search Engine Advertising * Online Brokerage Models * Data and Online Privacy
Contact information and photo taken from and editable at WU Directory.

CV

since 2014
Professor of Interactive Marketing & Social Media, Vienna University of Economics and Business, Austria
2014
Tenure Track Professor of Technology Marketing, Technische Universität München, Germany
2013
Visiting Scholar, Özyeğin in University, Istanbul, Turkey
2012-2014
Postdoctoral Research Fellow, Goethe University Frankfurt, Germany
2011
Visiting Scholar, Robert H. Smith School of Business, University of Maryland, USA
2009-2012
Doctoral Student, Goethe University Frankfurt, Germany

Researcher Identifier

    No researcher identifier found.

Awards and Honors

2013
EHI Retail Institute and GS1 Germany (Winner), Wissenschaftspreis
EMAC-McKinsey (Winner), Marketing Dissertation Award
Horizont Stiftung (Winner), Förderpreis
Stiftung Industrieforschung (Winner), Dissertation Award
Vodafone-Stiftung für Forschung (Winner), Fritz-Joussen-Preis
2012
Alcatel-Lucent Stiftung (Winner), Dissertation Award
Dean’s Publication Award/„Sturm und Drang Preis“ (Runner-Up), B. Skiera and Abou Nabout, N. (2012): PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising
Emerald/EFMD (Winner) 2012 Emerald/EFMD Outstanding Doctoral Research Award
Industrie- und Handelskammer Frankfurt a.M. (Winner), Dissertation Award
International Journal of Research in Marketing, Best Paper Award 2012
McKinsey & Company (Second Place), Business Technology Award
2011
Gary L. Lilien ISMS-MSI Practice Prize Competition (Finalist), B. Skiera and Abou Nabout, N. (2012): PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising

Classifications

Expertise

  • Influencer Marketing
  • Online Display Advertising
  • Programmatic Buying and Real-Time Bidding
  • Search Engine Advertising

Activities

Reviewer for scientific organization
  since 2017 Netherlands Organisation for Scientific Research - Gutachterin
  since 2016 Stiftung Industrieforschung - Gutachterin
  since 2016 Deutsche Forschungsgemeinschaft (DFG) - Gutachterin
Member of the editorial board
  since 2019 International Journal of Research in Marketing - Mitglied des Editorial Board
  since 2015 transfer Zeitschrift - Werbeforschung & Praxis - Member of Editorial Board
Reviewer for a scientific journal
  since 2017 Production and Operations Management - Gutachterin
  since 2017 Journal of Marketing Behavior - Gutachterin
  since 2017 International Journal of Research in Marketing - Gutachterin
  since 2016 Marketing Science - Gutachterin
  since 2013 Journal of Interactive Marketing - Reviewer
  since 2012 Electronic Commerce Research Journal - Reviewer
  since 2012 BISE/Wirtschaftsinformatik - Reviewer
Reviewer for an international conference
  since 2017 Verein für Socialpolitik 2017 - Gutachterin
  since 2017 EMAC Regional Conference 2017 - Gutachterin
  since 2014 European Marketing Academy (EMAC) - Reviewer
  since 2013 European Conference on Information Systems (ECIS) - Reviewer

Publications

Book (monograph)

2012 Abou Nabout, Nadia. 2012. Optimal Search Engine Marketing. Hamburg: Kovac. (Details)

Journal article

2018 Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2018. Influencer – Trendsetter für Ihre Follower und ein spannender Marketingkanal für Unternehmen. Transfer. Werbeforschung & Praxis , (Details)
2015 Abou Nabout, Nadia. 2015. A Novel Approach for Bidding on Newly Set-Up Search Engine Advertising Campaigns. European Journal of Marketing, 49 (5/6), 668-691. open access (Details)
2014 Abou Nabout, Nadia, Lillienthal, Markus, Skiera, Bernd. 2014. Empirical Generalizations in Search Engine Advertising. Journal of Retailing (90(2)): 206-216. (Details)
2013 Abou Nabout, Nadia, Skiera, Bernd. 2013. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. Marketing Science (32(2)): 213-220. (Details)
  Abou Nabout, Nadia, Skiera, Bernd. 2013. Return on Quality Improvements in Search Engine Marketing. Journal of Interactive Marketing (26(3)): 141-154. open access (Details)
2012 Abou Nabout, Nadia, Skiera, Bernd, Stepanchuck, Tanja, Gerstmeier, Eva. 2012. An Analysis of the Profitability of Fee-Based Compensation Plans for Search Engine Marketing. International Journal of Research in Marketing (29(1)): 68-80. (Details)

Chapter in edited volume

2016 Funk, Burkhardt, Abou Nabout, Nadia. 2016. Cross-Channel Real-Time Response Analysis. In: Programmatic Advertising: The Successful Transformation to Automated Data-Driven Marketing in Real-Time. In: Management for Professionals, Hrsg. O. Busch. Springer International Publishing Switzerland, 141-151. Schweiz: - (Details)
2014 Hristev, Sotir, Abou Nabout, Nadia. 2014. Echtzeithandel von Werbung im Real-Time-Advertising. In: Deutscher Dialogmarketing Verband e. V., Hrsg. Dialogmarketing Perspektiven 2013/2014: Tagungsband 8. wissenschaftlicher interdisziplinärer Kongress für Dialogmarketing, 243-260. Wiesbaden: Springer. (Details)
2013 Skiera, Bernd, Abou Nabout, Nadia. 2013. Gewinnmaximales Suchmaschinenmarketing. In: T. Schwarz, Hrsg. Digital Commerce: Online den Umsatz steigern: Wie Multichannel, Social Web und Mobile den Handel verändern, 241-248. Waghäusel: -. (Details)

Paper presented at an academic conference or symposium

2018 Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2018. Have You Seen This Ad? The Impact of Display Ad Viewability on Advertising Effectiveness. 31st EMAC Doctoral Colloquium, Glasgow, Großbritannien, 27.05-29.05. (Details)
  Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2018. Have You Seen This Ad? The Impact of Display Ad Viewability on Advertising Effectiveness. EMAC 2018, Glasgow, Großbritannien, 14.06-16.06. (Details)
  Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2018. Have You Seen This Ad? The Impact of Display Ad Viewability on Advertising Effectiveness. Marketing Science 2018, Philadelphia, Vereinigte Staaten/USA, 14.06-16.06. (Details)
  Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2018. Have You Seen This Ad? The Impact of Display Ad Viewability on Advertising Effectiveness. Theory and Practice in Marketing (TPM), Los Angeles, Vereinigte Staaten/USA, 16.05-18.05. (Details)
  Ada, Sila, Abou Nabout, Nadia. 2018. Less is more: Effect of ad clutter in online display advertising. EMAC 2018, Glasgow, Großbritannien, 29.05-01.06. (Details)
  Ada, Sila, Abou Nabout, Nadia. 2018. Less is more: Effect of ad clutter in online display advertising. Marketing Science 2018, Philadelphia, Vereinigte Staaten/USA, 14.06-16.06. (Details)
  Wlömert, Nils, Hotz-Behofsits, Christian, Abou Nabout, Nadia. 2018. Online Content Monetization: How Paywalls Affect Human Brand Success. ISMS Marketing Science Conference , Philadelphia, Vereinigte Staaten/USA, 13.06.-16.06. (Details)
  Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2018. Online Content Monetization: The Effect of Paywalls on Influencer’ Success. 47th EMAC Conference, Schottland, United Kingdom, 30.05.2018. (Details)
2017 Ada, Sila, Abou Nabout, Nadia. 2017. Disclosing information about ad placements in online display advertising: The effect on demand and price. Marketing Science 2017 , Los Angeles, Vereinigte Staaten/USA, 07.06-10.06. (Details)
  Ada, Sila, Abou Nabout, Nadia. 2017. Disclosing information about ad placements in online display advertising: The effect on demand and price. EMAC 2017, Groningen, Niederlande, 23.05-26.05. (Details)
  Ada, Sila, Abou Nabout, Nadia. 2017. Disclosing information about ad placements in online display advertising: The effect on demand and price. 30th EMAC Doctoral Colloquium, Groningen, Netherlands, 22.05 - 23.05. (Details)
  Ada, Sila, Abou Nabout, Nadia, McDonnell Feit, Elea. 2017. Disclosing information about ad placements in online display advertising: The effect on demand and price. SALTY Conference, Hamburg, Germany, 24.09 - 26.09. (Details)
  Wlömert, Nils, Hotz-Behofsits, Christian, Abou Nabout, Nadia. 2017. How Paywalls affect Human Brand Success. ANZMAC Conference 2017, Melbourne, Australien, 04.12.-06.12. (Details)
  Hotz-Behofsits, Christian, Wlömert, Nils, Abou Nabout, Nadia. 2017. Online Content Monetization: The Effect of Paywalls on Influencer’ Success. 39th INFORMS Marketing Science Conference, Los Angeles, Vereinigte Staaten/USA, 07.06.-10.06. (Details)
  Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2017. The Impact of Display Ad Viewability on Advertising Effectiveness. Marketing Science 2017, Los Angeles, Vereinigte Staaten/USA, 07.06-10.06. (Details)
  Uhl, Christina, Miller, Klaus, Abou Nabout, Nadia. 2017. The Impact of Display Ad Viewability on Advertising Effectiveness. EMAC 2017, Groningen, Niederlande, 23.05-26.05. (Details)
2016 Stange, Martin, Abou Nabout, Nadia, Uhl, Christina, Funk, Burkhard. 2016. The Reduced Customer Revenue of TV-Induced Online Shoppers. 38th INFORMS Marketing Science Conference, Shanghai, China, 16.06.-18.06. (Details)
  Ada, Sila, Abou Nabout, Nadia. 2016. Publisher Selection at Private Ad Exchanges. 45th Conference of the European Marketing Academy (EMAC), Oslo, Norway, 24.05-27.05. (Details)
  Ada, Sila, Abou Nabout, Nadia. 2016. Publisher Selection at Private Ad Exchanges. 38th INFORMS Marketing Science Conference, Shanghai, China, 16.06.-18.06. (Details)
  Stange, Martin, Abou Nabout, Nadia, Uhl, Christina, Funk, Burkhard. 2016. The Reduced Customer Revenue of TV-Induced Online Shoppers. 45th Conference of the European Marketing Academy (EMAC), Oslo, Norwegen, 24.05.-27.05. (Details)
2015 Shehu, Edlira, Abou Nabout, Nadia, Clement, Michel. 2015. The Risk of Advertising on Non-Premium Websites. Proceedings of the 37th INFORMS Marketing Science Conference, Boltimore, Vereinigte Staaten/USA, 17.06.-20.08.. (Details)
  Shehu, Edlira, Abou Nabout, Nadia, Clement, Michel. 2015. The Risk of Advertising on Non-Premium Websites. Proceedings of the 44th Conference of the European Marketing Academy (EMAC), Leuven, Belgien, 26.05-29.05.. (Details)
2013 Abou Nabout, Nadia, Skiera, Bernd. 2013. Brand Bidding in Paid Search: Just Cannibalizing or Increasing Profit. Proceedings of the 42st Conference of the European Marketing Academy (EMAC), Istanbul, Türkei, 04.06-07.06. (Details)
  Abou Nabout, Nadia, Skiera, Bernd. 2013. Brand Bidding in Paid Search: Just Cannibalizing or Increasing Profit. Innovative Approaches to Measuring Advertising Effectiveness Conference, Philadelphia, Vereinigte Staaten/USA, 14.05.-16.05. (Details)
2012 Skiera, Bernd, Abou Nabout, Nadia. 2012. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. Proceedings of the 12th INFORMS Conference on Business Analytics & Operations Research, Huntington Beach, California, Vereinigte Staaten/USA, 15.04-17.04. (Details)
  Abou Nabout, Nadia. 2012. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. Proceedings of the 34th INFORMS Marketing Science Conference, Boston, Massachusetts, Vereinigte Staaten/USA, 06.06-09.06.. (Details)
  Skiera, Bernd, Abou Nabout, Nadia. 2012. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. : Proceedings of the 41st Conference of the European Marketing Academy (EMAC), Lisbon, Portugal, 23.05-26.05.. (Details)
2011 Abou Nabout, Nadia, Skiera, Bernd. 2011. Profitability of Search Engine Marketing. Doctoral Colloquium at the 40th Conference of the European Marketing Academy (EMAC), Ljublijana, Slowenien, 24.05-27.05. (Details)
  Skiera, Bernd, Abou Nabout, Nadia. 2011. PROSAD: A Bidding Decision Support System for PRofit Optimizing Search Engine ADvertising. New Developments in the Practice of Marketing Science 2011-2012: Impact and Implementation, Washington D.C., Vereinigte Staaten/USA, 09.12-10.12.. (Details)
  Abou Nabout, Nadia, Skiera, Bernd. 2011. Return on Quality Improvements in Search Engine Marketing. Proceedings of the 33rd INFORMS Marketing Science Conference, Houston, Texas, Vereinigte Staaten/USA, 09.06.-11.06.. (Details)
2010 Abou Nabout, Nadia, Skiera, Bernd. 2010. Is 1+1 Really 2? Synergy and Cannibalization Effects in Keyword Advertising. Proceedings of the 32nd INFORMS Marketing Science Conference, Köln, Deutschland, 16.06-19.06. (Details)

Magazine/newspaper article

2013 Skiera, Bernd, Abou Nabout, Nadia. 2013. Gewinnmaximales Suchmaschinenmarketing. Leitfaden Digital Commerce, 01.10. (Details)
  Abou Nabout, Nadia, Skiera, Bernd. 2013. Rechnet sich Brand Bidding?. absatzwirtschaft, 01.10. (Details)
2012 Skiera, Bernd, Abou Nabout, Nadia, Vogel, Steffen. 2012. Suchmaschinenmarketing: mit spitzer Feder rechnen. Bank und Markt, 01.10. (Details)

Projects

2015
Data in Real-Time Online Advertising (2015-2016) (Details)