Dr. rer. pol.

Julian Runge

Assistant Professor

Marketing (MAR)


Building: 3011

Room: 414.1

Kackertstraße 7

52072 Aachen

Consultation hour

by appointment


  • Thesis supervision
  • Course: Advanced Topics in Marketing Analytics (Master)


  • Duke University; Visiting Scholar, working with Carl Mela and Allison Chaney (05/2021present)
  • Humboldt University Berlin, Germany; Ph.D. Economics and Management Science, advised by Daniel Klapper (10/201409/2020)
  • Stanford University; Visiting Doctoral Researcher, working with Jonathan Levav and Harikesh Nair (01/201606/2017)
  • Humboldt University Berlin, Germany; M.Sc. Economics and Management Science, with distinction (10/200906/2012)
  • Goethe University Frankfurt am Main, Germany; B.Sc. Economics, Dean’s List and with distinction (10/200609/2009)
  • Study abroad as Fulbright scholar at The New School for Social Research, NY, US

Research Interests

  • Consumer behavior on and design of digital platforms, marketplaces and products
  • Applied behavioral economics and psychology
  • Methods: (Field) experimentation, machine learning

Research Papers and Publications

Working papers

  • Price Promotions for "Freemium" App Monetization, with Jonathan Levav and Harikesh Nair (available as Stanford University Working Paper)
  • Algorithmic Assortative Matching on a Digital Social Medium, with Kristian Lopez Vargas and Ruizhi Zhang
  • Comparing the Effectiveness of Behavioral and Personality Targeting in Digital Marketing, with Sandra Matz and Mansur Khamitov
  • Exploration in Action: The Role of Randomized Control Trials in Online Demand Generation, with Harikesh Nair (available as Stanford University Working Paper)
  • The Two-Fold Effect of Customer Retention in Freemium Settings, with Eva Ascarza and Oded Netzer (available as Harvard University Working Paper)

Work in progress

  • Price Personalization in Freemium Settings: A Field Experimental Study, with Michaela Draganska and Daniel Klapper (finalizing analysis)
  • Identifying Self-Harming Consumption of Online Content (conducting analysis)
  • “Dark Patterns” in Digital Service Design: An Empirical Study of Search Effort Manipulation, with Ji Huh and Allison Chaney (preliminary data collection)
  • The Long-term Effect of Advertising on Consumer Engagement and Sales, with Allison Chaney and Carl Mela (scoping analysis)

Selected publications

  • Apple Is Changing How Digital Ads Work. Are Advertisers Prepared? (Apr. 2021, Harvard Business Review, Digital Article)
  • Marketers Underuse Ad Experiments. That’s a Mistake. (Oct. 2020, Harvard Business Review, Digital Article)
  • Experimentation and Performance in Advertising: An Observational Survey of Firm Practices on Facebook, with Steven Geinitz and Simon Ejdemyr (2020, Expert Systems w. Applications)
  • Customer Lifetime Value Prediction in Non-Contractual Freemium Settings: Chasing High-value Users Using Deep Neural Networks and SMOTE, with Rafet Sifa, Christian Bauckhage and Daniel Klapper (2018, Proceedings of the 51st Hawaii Intern. Conf. on System Sciences)
  • Predicting Purchase Decisions in Mobile Free-to-play Games, with Rafet Sifa, Fabian Hadiji, Anders Drachen, Kristian Kersting and Christian Bauckhage (Proceedings of the 11th AAAI Conference on Artificial Intelligence and Interactive Digital Entertainment); best paper award
  • Churn Prediction for High-value Players in Casual Social Games, with Peter Gao, Florent Garcin and Boi Faltings (2014, Proceedings of the 2014 IEEE Conference on Computational Intelligence and Games); runner-up best paper award