Nick is the Manager, Strategic Projects at the UniSA College. Prior to this role, Nick was the Manager, Special Projects and Senior Research Associate in the Ehrenberg-Bass Institute for Marketing Science; where he was a founding researcher. Nick has an extensive career history in sales and marketing positions with some of Australia’s best known companies in the services and the manufacturing sectors. Nick completed his M Bus (Research) degree in 1998 in the area of customer loyalty and defection management in subscription markets and his PhD in the area of advertising effectiveness and budgeting in 2007. Nick’s major areas of research interest are in advertising and media effectiveness, branding and loyalty. Nick has extensive ... Read more
About me
Nick is the Manager, Strategic Projects at the UniSA College. Prior to this role, Nick was the Manager, Special Projects and Senior Research Associate in the Ehrenberg-Bass Institute for Marketing Science; where he was a founding researcher. Nick has an extensive career history in sales and marketing positions with some of Australia’s best known companies in the services and the manufacturing sectors. Nick completed his M Bus (Research) degree in 1998 in the area of customer loyalty and defection management in subscription markets and his PhD in the area of advertising effectiveness and budgeting in 2007. Nick’s major areas of research interest are in advertising and media effectiveness, branding and loyalty. Nick has extensive research experience using both qualitative and quantitative techniques, having worked with many global, leading corporations as well as many government agencies, with businesses serving consumer markets as well as those serving business to business markets. Nick has presented his research at many industry and academic conferences in Australia and internationally. See below for a list of publications.
About me
Doctor of Philosophy (Marketing) University of South Australia
Master of Business The University of Adelaide
Bachelor of Business University of South Australia
Some pioneering work that Nick invented at EBI:
• NBD-Dirichlet model: developed new methods of fitting the NBD-Dirichlet model. Designed and co-developed the "N-D Fit" web app for fitting the NBD-Dirichlet model.
• Duplication of Purchase analysis: developed the scalable automated approach to Duplication of Purchase for competitive market structure analysis (market basket analysis). Co-author of the canonical reference to DoP analysis: the EB report for Institute sponsors. Designed and co-developed the "Straight DoP" web app for conducting Duplication of Purchase analysis.
• Category Growth analysis: cross-country, cross-category, cross-portfolio performance benchmarking and comparison analysis. Designed and developed... Read more
Research
Excludes commercial-in-confidence projects.
Nick has also developed numerous dashboards, reporting automations and efficiencies for a range of analyses, including:
• Distinctive Assets
• Category Entry Points, image attributes and perceptions
• Category Growth
• Brand tracking research
Research
Research outputs for the last seven years are shown below. Some long-standing staff members may have older outputs included. To see earlier years visit Scopus
Open access indicates that an output is open access.
| Year | Output |
|---|---|
| 2022 |
1
1
1
|
| 2016 |
Open access
16
12
9
|
| 2009 |
|
| 2008 |
Danenberg, NJ & Remaud, HR 2008, 'Seafood is like coca-cola', (Novol.) pp. 9-11. |
Some pioneering work that Nick invented at EBI:
• NBD-Dirichlet model: developed new methods of fitting the NBD-Dirichlet model. Designed and co-developed the "N-D Fit" web app for fitting the NBD-Dirichlet model.
• Duplication of Purchase analysis: developed the scalable automated approach to Duplication of Purchase for competitive market structure analysis (market basket analysis). Co-author of the canonical reference to DoP analysis: the EB report for Institute sponsors. Designed and co-developed the "Straight DoP" web app for conducting Duplication of Purchase analysis.
• Category Growth analysis: cross-country, cross-category, cross-portfolio performance benchmarking and comparison analysis. Designed and developed the "Growth Analyser" suite of business intelligence dashboards (in Tableau).
• The probabilistic approach to predicting customer loyalty, supplanting intentions (Masters research)
• Brand size adjusted Share of Voice and Dynamic Difference approach to media budgeting (Doctoral research)
Research
Some pioneering work that Nick invented at EBI:
• NBD-Dirichlet model: developed new methods of fitting the NBD-Dirichlet model. Designed and co-developed the "N-D Fit" web app for fitting the NBD-Dirichlet model.
• Duplication of Purchase analysis: developed the scalable automated approach to Duplication of Purchase for competitive market structure analysis (market basket analysis). Co-author of the canonical reference to DoP analysis: the EB report for Institute sponsors. Designed and co-developed the "Straight DoP" web app for conducting Duplication of Purchase analysis.
• Category Growth analysis: cross-country, cross-category, cross-portfolio performance benchmarking and comparison analysis. Designed and developed the "Growth Analyser" suite of business intelligence dashboards (in Tableau).
• The probabilistic approach to predicting customer loyalty, supplanting intentions (Masters research)
• Brand size adjusted Share of Voice and Dynamic Difference approach to media budgeting (Doctoral research)
In recent years, Nick has leveraged his expertise in market research and analysis further into the area of Data Engineering and Analytics.
His specialties include Data Engineering & Analytics, Expertise in Data Visualisation Tools and Business Intelligence, Marketing, Market Research, Consumer Behaviour, Branding, Advertising and Media.
Nick is an expert in a range of tools and technologies including Snowflake, Tableau, Coda and Python.
UniSA Business School Research Excellence Award: Industry Engagement (2020) (Carl Driesner w. Justin Cohen, Steve Dunn, Zac Anesbury, Ella Ward, Kirsten Victory, Arry Tanusondjaja, Alicia Grasby, Victoria Portman, Nick Danenberg, Mandy Corrie and Elke Seretis)
External engagement & recognition
| Organisation | Country |
|---|---|
| Massey University | NEW ZEALAND |
| University of South Australia | AUSTRALIA |
Teaching & student supervision
Supervisions from 2010 shown
| Thesis title | Student status |
|---|---|
| Best-practice media scheduling: a real-world application | Completed |
| Brand awareness metrics: the underlying awareness of brand users and non-users | Completed |
