I consider myself as enterprise AI transformation executive and thought leader in advanced analytics/data science combined with extensive experience in behavioral economics/change management. During my career, I got the opportunity to lead the development and implementation of innovative analytics solutions to solve complex problems for a variety of industries and global fortune 500 companies in USA, Europe and Asia. I was able to provide exceptional business value by out-of-the box thinking and delivering solutions facilitating unique business opportunities with actionable decision support augmentation.
I hold a PhD in behavioral economics and have been a researcher and lecturer in business and especially consumer psychology at several highly ranked universities in Australia, Asia & Europe. I am specialized in motivational psychology and behavioral change, driving change management initiatives across the enterprise value chain and implementing sustainable analytics solutions to augment/automatize business processes.
I have enterprise leadership experience of cross-functional international teams of analysts, data-scientists, engineers, and consultants as well as external data and technology vendors. I managed up to 50 data science/analytics projects per year under budget and time constraints from ideation to implementation. I have hands-on experience in programming and prototyping advanced analytics/machine learning (in Python, R, H2O, SPSS) solutions and am proficient in data literacy, management and handling structured and unstructured data.
Here are some of my most recent positions as AI specialist, consultant and academic researcher:
Senior Director of Customer Data Science (USA)
Principal Data Scientist (USA)
Director of Data Science / Head of Department (Germany)
Data Analyst & Research Consultant (Germany)
Researcher & Lecturer in Economics (Australia/Singapore)
Post-Doc Researcher & Lecturer in Economics (Germany)
Selected Publications & Presentations:
Proksch, M. (2021, Oct 20). Current and Future Challenges of AI for Business Value Creation. Conference Presentation. Presented at IEEE Cloud Summit 2021, Harrisburg, USA.
Proksch, M. (2020, Oct 21). How to (not) drive Business Value with AI. Conference Presentation. Presented at IEEE Cloud Summit 2020, Harrisburg, USA, LINK
Sood, A., Proksch, M., Raghavan, V. (2020). The Benefits of Budget Allocation with AI-Driven Marketing Mix Models. White Paper, LINK
Hall, P., Proksch, M. (2020). From GLM to GBM Part II. The Business Value of a Better Model, TowardsDataScience, LINK
Proksch, M., Hall, P. (2020). From GLM to GBM Part I. How an Economics Nobel Prize could revolutionize insurance and lending, TowardsDataScience, LINK
Tarabashkina, L., Quester, P., Tarabashkina, O., & Proksch, M. (2018). When Persuasive Intent and Product’s Healthiness Make a Difference for Young Consumers. Young Consumers, LINK
Zwicker, S., Proksch, M., Hardiman, M., & Tarabashkina, L. (2017, Dec 4-6). Social media context’s enhancement of brand image. In L. Robinson, L. Brennan, & M. Reid. ANZMAC Conference Proceedings. Paper presented at ANZMAC Conference: Marketing for Impact, RMIT University (206). Melbourne: RMIT University, LINK
Hardiman, M., Proksch, M., & Zwicker, S. (2017, Feb). How Facebook ads disrupt brands’ images. Poster presented at Consumer Behavior Conference, Schmalkalden.
Crouch, R., Ewer, M., Quester, P., & Proksch, M. (2016, Feb 17-18). Talking with You—Not at You: How Brand Ambassadors Can Spark Consumer Brand Attachment?, In J. Bruwer, L. Lockshin, A. Corsi, J. Cohen, & M. Hirche. Conference Proceedings. Paper presented at the 9th Academy of Wine Business Research Conference: Wine Business Research that Matters, Adelaide (475-483), Adelaide: Ehrenberg-Bass Institute for Marketing Science, LINK
Proksch, M., Orth, U., & Cornwell, B. (2015). Competence enhancement and anticipated emotion as motivational drivers of brand attachment. Journal of Psychology & Marketing, 32(9), 934-949, LINK
Proksch, M., Orth, U., & Bethge, F. (2013). Disentangling the influence of attachment anxiety and attachment security in consumer formation of attachments to brands. Journal of Consumer Behaviour, 12, 318-326, LINK
Veale, R., Quester, P., & Proksch, M. (2012). (2018). How do country of origin, closure type and label style affect purchase decisions. Australian and New Zealand Grapegrower & Winemaker, 9, 114-115, LINK
Proksch, M. (2012). Warum sich Menschen an Marken binden [Why people attach themselves to brands]. Book, Göttingen: Cuvillier, LINK
Proksch, M. & Orth, U. (2011, Feb 24-26). For self, fun, or fear? Why people attach themselves to brands. Conference Proceedings. Poster presented at Society for Consumer Psychology 2011 Winter Conference, Atlanta (238).