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Humboldt-Universität zu Berlin - Wirtschaftswissenschaftliche Fakultät

Robin M. Gubela, M. Sc.

 

Email:  robin.gubela[at]hu-berlin.de

Office hours: by appointment

 

 

Short-Bio

Robin M. Gubela holds a M.Sc. degree in Information Systems from Humboldt University of Berlin. In his Master thesis, he focused on the optimization of campaign management practices in the area of prescriptive marketing analytics. In the course of his PhD, Robin M. Gubela develops novel strategies (e.g., methods, algorithms, KPIs) to increase the effectiveness of direct marketing actions. He demonstrates their merit compared to best practices by means of large-scale experimentation on real-world e-commerce data. Based on his prior work in top tier consulting, he has gained significant experience in developing digital transformation strategies and digital business models across a range of industries.

 
Research Interests

Robin M. Gubela is most interested in new analytical ways to improve state-of-the-art marketing practices. His focus areas therefore include:

  • Digital marketing analytics
  • Campaign management
  • Uplift modeling
  • Causal machine learning

 

Social Media

  

 

 

 

 

 

Publications

 

  • Haupt, J., Jacob, D., Gubela, R. M., & Lessmann, S. (2019). Affordable Uplift: Supervised Randomization in Controlled Experiments. Preprint arXiv:1910.00393.

  • Haupt, J., Jacob, D., Gubela, R. M., & Lessmann, S. (2019). Affordable Uplift: Supervised Randomization in Controlled Experiments. Proceedings of the 40th International Conference on Information Systems (ICIS’19), Munich, Germany.
  • Gubela, R. M., Lessmann, S., & Jaroszewicz, S. (2019). Response Transformation and Profit Decomposition for Revenue Uplift Modeling. European Journal of Operational Research. Available at https://doi.org/10.1016/j.ejor.2019.11.030.
  • Gubela, R. M., Bequé, A., Gebert, F., & Lessmann, S. (2019). Conversion Uplift in E-Commerce: A Systematic Benchmark of Modeling Strategies. International Journal of Information Technology & Decision Making, 18(3), 747-791.
  • Gubela, R. M., Lessmann, S., Haupt, J., Baumann, A., Radmer, T., & Gebert, F. (2017). Revenue Uplift Modeling. Proceedings of the 38th International Conference on Information Systems (ICIS’17), Seoul, South Korea.