On August 1, 2021, Guillaume Hervet joined the Department of marketing at the Faculty of Business and Economics, University of Lausanne. His research topics are digital marketing, e-commerce and advertising strategy.
How to improve the effectiveness of TV advertising and its impact on a brand's website against the competition? During which TV programs should advertising be broadcast to increase a brand's online visits and sales? Guillaume Hervet's research shows that it is possible to improve advertising performance using recent technological innovations available to advertisers (real-time tracking, programmatic advertising...).
Before joining HEC Lausanne, Guillaume Hervet was an Associate Professor in the marketing department of Grenoble Ecole de Management (France).
His work has been published in leading journals in marketing and advertising such as Journal of the Academy of Marketing Science, International Journal of Research in Marketing and International Journal of Adverting.
Guillaume Hervet holds a Ph.D. in Business Administration and an M.B.A. in marketing from Université Laval (Canada).