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Leo Paas studied social science methodology (MSc) and social science informatics (MSc) in Amsterdam, The Netherlands. He graduated in 1994. After graduating Leo worked at a large Dutch bank, the Postbank, which was part of the ING group and has been merged with the ING label. During this period he worked as a database marketer on topics such as customer segmentation, data mining, assessing customer lifetime value, predictive modelling, churn prediction and credit scoring. In 1999 Leo started working as a consultant for a small firm in Amsterdam, applying the knowledge gained at Postbank to assist various financial services providers in their marketing activities, credit scoring and the evaluation of the value and risks of their loan and mortgage portfolios. In 2002 Leo joined the Marketing Department of Tilburg University as an Assistant Professor. In 2005 he became Associate Professor at the marketing department of VU University Amsterdam. In 2014 he joined the department of Communication, Journalism and Marketing at Massey University as a Professor.
Leo main research interest has been on the development and application of segmentation models in the financial services market. His more recent addresses two additional topics: (1) Consumer reactions to advertising models; (2) The quality of survey data. He has published in journals such as International Journal of Research in Marketing, Journal of Economic Psychology, Marketing Letters, and Journal of the Royal Statistical Society (A-Series).
Leo has taught various courses at BSc, MSc and postgraduate level on marketing communications, marketing research, services marketing, cross cultural marketing and customer intelligence.
Leo has been on various committees and was member of the management team at VU University from 2005 to 2014.
Leo Paas has started his career in business as database marketer at a large bank in The Netherlands and he has worked as a consultant in the Dutch financial services industry. In 2002 he started working as an Assistant Professor at the marketing department of Tilburg University. In 2005 he became Associate Professor at the marketing department of VU University Amsterdam. In 2014 he joined the department of Communication, Journalism and Marketing at Massey University as a Professor. He has published extensively in high tier academic journals.
- Financial services marketing
- International marketing
- Body image in advertising
- Direct marketing
- Data mining
- Scale development
Field of research codes
Commerce, Management, Tourism And Services (150000): Marketing (150500): Marketing Communications (150502): Marketing Research Methodology (150505)