Tanya Barzotti
Associate Professor, Marketing & Consumer Studies
Gordon S. Lang School of Business and Economics, Department of Marketing & Consumer Studies
Research Areas
- marketing management
- marketing
Professor Tanya Barzotti (Mark)’s research expertise is in the area of customer experience, segmentation, marketing strategy, and the marketing mix. Her research assesses the impact of marketing tactics on firm performance by developing new models to account for complexities inherent in a multichannel retail environment. In collaboration with firms, she has developed marketing analytics to understand how much a consumer buys and how traditional and digital marketing campaigns influence purchases across retail channels. She has conducted research across a variety of industries including retail, food, and financial services. Her research was awarded William Davidson Best Article Award from the Journal of Retailing (2015), Best Paper published in the Journal of Business-to-Business Marketing (2012), and Best Paper published in the Canadian Journal of Administrative Sciences (2018). She has presented her research at conferences across Canada, USA, The Netherlands, Turkey, Spain, and Germany.
Education
- Ph.D. Business Administration (Marketing), Ivey Business School, University of Western Ontario
- B.A. Honors, Business Administration, Ivey Business School, University of Western Ontario
Research Interests
- Impact of marketing activities on consumption patterns
- Segmentation
- Customer management
Supervision:
Open to advising MSc students: YES
Open to advising PhD students: YES
Recent Projects
Dr. Tanya Barzotti is an associate professor in the Department of Marketing and Consumer Studies, specializing in customer experience, customer management, and marketing strategy. Her research focuses on developing segmentation models to analyze the impact of marketing activities on consumer behavior, aiming to enhance marketing resource allocation decisions across industries such as retail, food, health, and telecommunications. Additionally, she collaborates with local firms to explore how marketing can positively influence pro-social behaviors within a circular economy.
In her 2023 paper, "How is Retargeting Related to Purchase Incidence, Channel Choice, and Purchase Quantity?" published in Marketing Letters, Dr. Barzotti examines how retargeting influences consumer purchasing behaviors across multiple channels. Her research models the buying decision process in three stages, revealing that retargeting increases the likelihood of making a purchase, particularly through web and telephone channels, while having no impact on the quantity spent.
The study highlights that retargeting alone boosts web channel purchases, but when combined with email marketing, this positive effect diminishes. This suggests that retargeting ads, when paired with email campaigns, might be perceived as intrusive, potentially leading to adverse effects on buying behavior.
Dr. Barzotti's research offers critical insights into the effectiveness of retargeting strategies, underscoring the importance of understanding how various marketing tactics interact. Her findings have significant implications for marketers aiming to optimize their multichannel marketing efforts, enhance customer engagement, and improve conversion rates.
Mark, T., Dhar, T., Verhoef, P. C., & Lemon, K. N. (2023). How is retargeting related to purchase incidence, channel choice, and purchase quantity?. Marketing Letters, s11002-023-09693-4. https://doi.org/10.1007/s11002-023-09693-4.
Current Courses
Undergraduate courses:
- Marketing Strategy
- Product Development
- Graduate courses:
- Marketing Theory
Publications
- Mark, Tanya, Colette Southam, Jan Bulla, and Sergio Meza (2016) “Cross-Category Indulgence: Why Do Some Premium Brands Grow During Recession”. Journal of Brand Management.
- Goellner, Katharina, Tanya Mark, and Jennifer Alvarado, “Brand Community Duty: The Role of Duty in Brand Communities," (forthcoming), Canadian Journal of Administrative Sciences.
- Mark, Tanya, Katherine N. Lemon, Mark Vandenbosch, Jan Bulla, and Antonello Marasuotti “Capturing the Evolution of Customer-Firm Relationships: How Customers Become More (or Less) Valuable over Time”, Journal of Retailing, September, 2013. *Awarded best paper, volume 89.
- Mark, Tanya, Katherine N. Lemon and Mark Vandenbosch, “Impact of Marketing Mix Activities on Customer Migration Patterns”, (Summer) 2014, Journal of Marketing Theory and Practice.
- Mark, Tanya, Rakesh Niraj, and Niraj Dawar, “Uncovering Customer Profitability Segments for Business Customers”, Journal of Business to Business Marketing, February, 2012. *Awarded best paper for 2012.
- Bulla, Ingo, Anne-Kathrin Schultz, Christophe Chesneau, Tanya Mark, & Florin Serea, “A Model-based Information Sharing Protocol For Profile Hidden Markov Models Used for HIV-1 Recombination Detection”, BMC Bioinformatics, June 2014.
- Bulla, Ingo, Christophe Chesneau, Fabien Navarro, Tanya Mark, “A Note on the Adaptive Estimation of a Bi-dimensional Density in the Case of Knowledge of the Copula Density”, Statistics & Probability Letters, 2015.