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

Martin, J., Nenycz-Thiel, M., Dawes, J., Tanusondjaja, A., Cohen, J., McColl, B. & Trinh, G. (2020), ‘Fundamental basket size patterns and their relation to retailer performance’, Journal of Retailing and Consumer Services, vol. 54, article no. 102032, pp. 1-12.

Tanusondjaja, A., Dunn, S. & Miari, C. (2020), ‘Examining manufacturer concentration metrics in consumer packaged goods’, International Journal of Market Research, online, pp. 1-23.

Tanusondjaja, A., Nenycz-Thiel, M., Dawes, J. & Kennedy, R. (2018), ‘Portfolios: patterns in brand penetration, market share, and hero product variants’, Journal of Retailing and Consumer Services, vol. 41, pp. 211-217.

Tanusondjaja, A., Nenycz-Thiel, M. & Kennedy, R. (2016), ‘Understanding shopper transaction data: how to identify cross-category purchasing patterns using the duplication coefficient’, International Journal of Market Research, vol. 38, no. 3, pp. 401-420.

Tanusondjaja, A., Trinh, G. & Romaniuk, J. (2016), ‘Exploring the past behaviour of new brand buyers’, International Journal of Market Research, vol. 58, no. 5, pp. 733-748.

Trinh, G., Romaniuk, J. & Tanusondjaja, A. (2016), ‘Benchmarking buyer behavior towards new brands’, Marketing Letters, vol. 27, no. 4, pp. 743-752.

Tanusondjaja, A., Greenacre, L., Banelis, M., Truong, O. & Andrews, T. (2015), ‘International brands in emerging markets: the myths of segmentation’, International Marketing Review, vol. 32, no. 6, pp. 783-796.

Dickson, V., Tanusondjaja, A. & Nguyen, C. (2016), ‘Should marketers advertise in a targeted magazine or television program? Comparing user profiles across competing media vehicles’, in D Fortin & LK Ozanne (eds), Australian and New Zealand Marketing Academy Conference (ANZMAC) 2016, University of Canterbury, pp. 529-538.

Benson, T., Tanusondjaja, A., Kennedy, R. & Taylor, J. (2012), ‘Reach maximisation through day-part redistribution: an evaluation’, Australian and New Zealand Marketing Academy Conference 2012, ANZMAC, pp. 1-5.

Beal, V., Tanusondjaja, A. & Bogomolova, S. (2011), ‘PVRs: Jekyll or Hyde? Examining penetration, usage and effects on advertising in the Australian market’, in M MacCarthy (ed.), 2011 Australian and New Zealand Marketing Academy (ANZMAC) Conference: Marketing in the age of consumerism: Jekyll or Hyde?, ANZMAC, pp. 1-10.

Beal, V., Tanusondjaja, A. & Nenycz-Thiel, M. (2011), ‘Behavioural measures: can they predict television program growth and decline?’, in M MacCarthy (ed.), 2011 Australian and New Zealand Marketing Academy Conference, ANZMAC, pp. 1-8.

Tanusondjaja, A., Kennedy, R., Taylor, J. & Riebe, E. (2010), ‘Reaching a wide audience in a fragmented market: a lesson from the United Kingdom’, in Ballantine, Paul (ed.), Australian and New Zealand Marketing Academy Conference, ANZMAC, pp. 1-7.

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