Dr. Christian Heumann

Lehre der Wirtschaft Dozent

+41 58 257 13 81christian.heumann@ost.ch

Christian Heumann teaches Data Analytics in the master's program in business administration and Artificial Intelligence & Data Science at the professional / executive level. He gained many years of experience in research and practice, among others in the areas of e-commerce and retail. He studied at the Technical University of Munich and holds a PhD.

Area of Expertise

  • Business Analytics
  • Data Science und Machine Learning
  • Entrepreneurship and Business Creation


  • Ph.D. in Marketing Science, Technical University of Munich
  • Master of Science in Management and Technology, Technical University of Munich

Professional Experience

  • Department Manager Analytics, Lidl Schweiz, Weinfelden
  • Professor and Research Project Manager, OST / FHSG, St.Gallen
  • Analytics Manager, eBay Germany, Berlin
  • Self-employed consultant, Munich
  • Research Associate / Ph.D. candidate / Post-Doc, TUM, Munich

Teaching Experience

  • Data Analytics (Graduate level)
  • Artificial Intelligence & Data Science (Professional / Executive level)


  • Research project "Business model approaches for digital-automated offer generation in the building trade", Project partner: glas+raum AG
  • Research project "Personal Data Protection and Licensing Solution", Project partner: PAN AG
  • Research project "Adaptive Customer Education", Project partners: Steag & Partner AG, St.Galler Kantonalbank, Zürcher Kantonalbank
  • Research project "leanPredict", project partners: ACS AG, Neratec AG, LeanBI AG, Post Logistics, HSR University of Applied Sciences Rapperswil
  • Research project "Meteo-dynamic Pricing", Project partners: tipo ticketing GmbH, Pizolbahnen AG, Belalp Bahnen AG


  • WTT Young Leader Award 2021
  • WTT Young Leader Award 2019

Peer-Reviewed Journal Articles and Conference Proceedings

  • MÄRZ, A., LACHNER, M., HEUMANN, C., SCHUMANN, J., VON WANGENHEIM, F. (2021). How You Remind Me! The Influence of Mobile Push Notifications on Success Rates in Last-Minute Bidding. Journal of Interactive Marketing, 54, pp. 11-24.
  • HEUMANN, C. (2021). The Impact of Attitudinal and Behavioral Customer Characteristics on the Adoption of Behavior Tracking-based Services. 50th EMAC Annual Conference.
  • KREMMEL, D., VON WALTER, B., HEUMANN, C. (2020). Wenn das Wetter den Preis bestimmt. Marketing Review St. Gallen, 37(2), pp. 54-61.
  • HEUMANN, C., FREUDENSCHUSS, M., V. WANGENHEIM, F., WÜBBEN, M. (2011). Realisierung von Cross-Selling Potenzialen durch das Management von kundeninitiierten Kontakten. Journal of Business Economics (JBE) (früher: Zeitschrift für Betriebswirtschaft ZfB), 81(S2), pp. 31-55.

Chapters in Edited Books

  • GROHMANN, M., HEUMANN, C., VON WANGENHEIM, F. (2017). Determinanten und Wirkungen der Kundenbindung (9 ed.). In M. Bruhn & C. Homburg (Ed.), Handbuch Kundenbindungsmanagement(pp. 81-100). Wiesbaden: Springer Gabler.
  • HUMMEL, C., HEUMANN, C., VON WANGENHEIM, F. (2012). Customer Experience Management in der Praxis – State of the Art in der Telekommunikationsindustrie (1 ed.). In M. Bruhn & K. Hadwich (Ed.), Customer Experience(pp. 407-424). Wiesbaden: Springer Gabler.
  • VON WANGENHEIM, F., ARNOLD, A., HEUMANN, C. (2011). Kundenanalyse (1 ed.). In C. Homburg & J. Wieseke (Ed.), Handbuch Vertriebsmanagement(pp. 387-410). Wiesbaden: Springer Gabler.

Professional Journals and Newspaper

  • KREMMEL, D., VON WALTER, B., HEUMANN, C. (2017). Mit meteodynamischem Pricing zum Erfolg. KMU Magazin, 20

Teaching related publications

  • HEUMANN, C. (2022). Fallstudie myShop – Performance Analytics im E-Commerce.


  • HEUMANN, C. (2021). A Conceptual Framework for Consumer Inventory Management Services. 30th RESER International Congress.