BIO

Max Matthe is an Assistant Professor of Marketing at Indiana University’s Kelley School of Business, where he is also affiliated with the Advanced Business Technologies Department. His research explores the intersection of quantitative marketing and modern data science, with a primary focus on market structure, competitive positioning, and the evolution of brand strategies over time. Methodologically, Max leverages machine learning, natural language processing, and causal inference to tackle complex managerial challenges in segmentation, targeting, and positioning, while also examining the practical implications of novel technologies, such as large language models (LLMs), on the marketing function. His empirical work has been published in premier academic journals including Marketing Science. A dedicated educator and recent recipient of the Kelley School’s Trustees Teaching Award, Max holds a Ph.D. in Marketing from Goethe University Frankfurt.