Dr Nicholas Danenberg

Strategic Projects Manager

AU Pathways and Participation

Academic

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.

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.

Year	Citation
2025	Dunn, S., Nenycz Thiel, M., Graham, C., Dawes, J., Danenberg, N., Tanusondjaja, A., . . . McColl, B. (2025). How categories grow: the behavioural drivers of revenue growth. Journal of Business Research, 195(115385), 1-12. DOI Scopus2
2022	Trinh, G., Dawes, J., Wright, M. J., Danenberg, N., & Sharp, B. (2022). Extended conditional trend analysis: predicting triple period buyer flows with a tri-variate NBD model. Journal of Consumer Behaviour, 21(1), 92-101. DOI Scopus3
2018	Sharp, B., Danenberg, N., & Bellman, S. (2018). Psychological targeting. Proceedings of the National Academy of Sciences of the United States of America, 115(34), 7890. DOI Scopus11 Europe PMC1
2018	Sharp, B., Danenberg, N., & Bellman, S. (2018). Correction: Psychological targeting (Proceedings of the National Academy of Sciences of the United States of America (2018) 115 (E7890) DOI: 10.1073/pnas.1810436115). Proceedings of the National Academy of Sciences of the United States of America, 115(39), E9257. DOI
2016	Danenberg, N., Kennedy, R., Beal, V., & Sharp, B. (2016). Advertising budgeting: a reinvestigation of the evidence on brand size and spend. Journal of advertising, 45(1), 139-146. DOI Scopus19
2009	Mueller, S. C., Danenberg, N. J., & Remaud, H. R. (2009). Australian market survey: are health or environmental claims important to prawn consumers?. Global aquaculture advocate, September, 28-29.
2008	Remaud, H. R., & Danenberg, N. J. (2008). Seafood is like coca-cola. Australian Seafood CRC(cooperative reserach centre) - Seafood Stories, Nov., 9-11.

Year	Citation
2013	Kennedy, R., Sharp, B., & Danenberg, N. (2013). Customer segmentation and targeting. In Source details - Title: Marketing: theory, evidence, practice (pp. 218-245). South Melbourne, Victoria: Oxford University Press.

Year	Citation
2010	Wight, S. T., & Danenberg, N. J. (2010). Understanding brand awareness measures. What they reflect and who causes changes?. In 6th international conference 2010 - thought leaders in brand management (pp. 1449-1460). Lugano, Switzerland: Universita della Svizzera Italiana.
2006	Danenberg, N. J., Kennedy, R., & Sharp, B. M. (2006). Some Practical and Theoretical Difficulties of Target Marketing. In A. Avlonitis, & G. J (Eds.), Sustainable Marketing Leadership. Athens: European Marketing Academy.
1999	Riebe, E. L., Rungie, C. M., Sharp, B. M., & Danenberg, N. J. (1999). Verifying the Distribution of Probabilistic Scales. In J. Cadeaux, & M. Uncles (Eds.), Australian New Zealand Marketing Academy Conference. Sydney: University of New South Wales.
1999	Sharp, B. M., & Danenberg, N. J. (1999). Examining the Predictive Ability of Two Loyalty Segmentation Approaches. In 28th European Marketing Academy Conference. Berlin: Institute of Marketing II, Humboldt University.
1998	Rungie, C. M., & Danenberg, N. J. (1998). Modelling The Juster Scale. In Marketing Connections: Proceedings of the ANZMAC Conference. Dunedin, NZ: Dept Marketing University of Otago.

Position: Strategic Projects Manager
Email: nicholas.danenberg@adelaide.edu.au

Dr Nicholas Danenberg

Dr Nicholas Danenberg

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Dr Nicholas Danenberg

Dr Nicholas Danenberg

Journals

Book Chapters

Conference Papers

Connect With Me

External Profiles

Other Links