Lisan Lesscher PhD is a lecturer/researcher in Marketing at the Academy of Media, Commerce and Entrepreneurship.
“I am very happy to join a team with a passion for research and a drive to bring research, education and practice together. I am looking forward to gathering useful (customer) insights to help society, brands and consumers.”
Lisan started working as a lecturer/researcher Marketing at NHL Stenden University of Applied Sciences in February 2023. In September 2023 she joined the Professorship Transformational Media, where she contributes to research related to transformation media.
Lisan received her PhD from the University of Groningen in 2021 for her research on the interaction between online and offline marketing, and completed the Research Master (MSc) in Marketing at the same university. Lisan has a strong background in and ties to university (higher education) and the academic community on the topic marketing (analytics). Before joining NHL Stenden, Commercial Economics (location Emmen) in February 2023, Lisan worked at an international marketing research and analytics agency, DVJ Insights. At DVJ Insights, Lisan conducted research for international known brands and helped their brands grow. Besides being a (senior) researcher, Lisan was responsible for her own team of researchers as a team lead.
Publications
Lesscher, L., Lobschat, L., & Verhoef, P. (2021). Do Offline and Online Go Hand in Hand? Cross-Channel and Synergy Effects of Direct Mailing and Display Advertising. International Journal of Research in Marketing, 38(3), 678-697. https://doi.org/10.1016/j.ijresmar.2020.11.003
Kruizinga, L. & Lesscher, L., 2022, Digital Transformation: A Guide for Managers. Groningen: Groningen Digital Business Centre (GDBC), p. 235-249.
Lesscher, Lisan, Lara Lobschat, and Peter C. Verhoef (2020), “Do Offline and Online Go Hand in Hand? Cross-channel and Synergy Effects of Direct Mailing and Display Advertising” MSI Working Paper Series 2020, Boston, MA. Available at: https://www.msi.org/working-papers/do-offline-and-online-go-hand-in-hand-cross-channel-and-synergyeffects-of-direct-mailing-and-display-advertising/.
Lesscher, Lisan, Lara Lobschat, Katherine N. Lemon and Peter C. Verhoef (2020), “Should All Customers Be Multichannel? Investigating the Moderating Role of Brand and Loyalty Tier,” MSI Working Paper Series 2020, Boston, MA. Available at: https://www.msi.org/working-papers/should-all-customers-be-multichannel-investigating-the-moderating-roleof-brand-and-loyalty-tier/.