Dr Arry Tanusondjaja

Senior Marketing Scientist

Arry Tanusondjaja is an experienced analyst and one of the Institute’s Senior Marketing Scientists. Arry joined the Institute in 2010 with over a decade of industry experience having worked for several multinational financial companies in Indonesia, Singapore, and Australia. During this time he managed several major projects including a successful credit card customer retention project during the height of the Asian economic crisis in 1998.

Since joining the Institute, Arry has applied his industry experience and analytical skills to several areas of research including media, consumer behaviour, and brand portfolio research. He also played an instrumental role in the development of a tool that is now being used globally to automate marketing analysis.

Arry is a full member of the Institute of Analytics Professionals of Australia, and a Qualified Practicing Market Researcher with the Australian Market and Social Research Society.

Academic Publications

Trinh G., Romaniuk J., Tanusondjaja A. (2015) Benchmarking buyer behavior towards new brands. Marketing Letters: 1-10.

Greenacre, L., Tanusondjaja, A., Dunn, S. & Page, B. (2014 – forthcoming). “Using Choice Experiments to find Double Jeopardy Patterns”. International Journal of Market Research (IJMR).

Nenycz-Thiel, M., Bogomolova, S., & Tanusondjaja, A. (2013). “Sharing the cup of knowledge” – Special section from ANZMAC 2012. Australasian Marketing Journal (AMJ), 21(4), 219-220.


Tanusondjaja A., Nenycz-Thiel M., Kennedy R., & Corsi A. (2012) “Is Bigger Always Better? Exploring the relationship between the number of brand offerings in a portfolio and its overall brand penetration”. ANZMAC, Adelaide: Australian and New Zealand Marketing Academy,

Benson, T., Tanusondjaja, A., Kennedy, R., and Taylor, J. (2012) “Reach Maximisation through Daypart Redistribution: An Evaluation”. ANZMAC, Adelaide: Australian and New Zealand Marketing Academy.

Beal, V., Nenycz-Thiel, M., & Tanusondjaja, A. (2011) “Behavioural Measures: Can They Predict Television Program Growth and Decline?” ANZMAC, Perth: Australian and New Zealand Marketing Academy.

Beal, V., Tanusondjaja, A., & Bogomolova, S. (2011) “PVRs- Jekyll or Hyde? Examining Penetration, Usage and Effects on Advertising in the

Australian Market”. ANZMAC, Perth: Australian and New Zealand Marketing Academy.

Tanusondjaja, A. Riebe, E. & Kennedy, R. (2011) “Advertising for High Reach in a Fragmented Television Market: Is It Possible to Improve?”, ANZMAC, Perth: Australian and New Zealand Marketing Academy.

Tanusondjaja, A., Taylor, J., Kennedy, R. & Riebe, E. (2010) “Reaching a Wide Audience in a Media Fragmented Market: A Lesson from the United Kingdom”, ANZMAC, Christchurch: Australian and New Zealand Marketing Academy.

Tanusondjaja, A., Greenacres, L., Banelis, M., Truong, O. & Andrews, T. (2015 – forthcoming). “International Brands in Emerging Markets: The Myths of Segmentation”, International Marketing Review (IMR).

Stocchi, L. & Tanusondjaja, A. (2013). Case study: The ugly truth: customers are not always (exclusively) loyal. In Lee, A. & Edwards, M. (Eds), Marketing Strategy Pack. Cambridge University Press.

@EhrenbergBasson Twitter

Now available as an eBook exclusively to Apple iBooks


The Ehrenberg-Bass Institute for Marketing Science is the world’s largest centre for research into marketing. Our team of market research experts can help you grow your brand and develop a culture of evidence-based marketing.