Lucio Lamberti, Ph.D. is Full Professor of Marketing Analytics and Analytics for Business Lab at Politecnico di Milano.

He is the Director of the Advanced eXperience Design (AXD) Laboratory and of the Behavioral Research in Immersive Environment Lab (BRIEL).

His research focuses on marketing analytics, customer experience, applied neuroscience for customer behavior studies, and omnichannel marketing, with a special interest in artificial intelligence, immersive technologies, and neuromarketing.

Within these fields of research, Lucio Lamberti collaborates with global corporations including Meta, Google, Amazon, Huawei, SAP, Maserati, Lamborghini and Prada, and with leading national companies such as Fastweb-Vodafone, Sky, Coop and CRAI, among the others. He runs research and project collaborations with universities around the world including MIT, Georgia State University, University of Illinois in Chicago, Northeastern University, Universitat Politècnica de València, and several Chinese universities. He also spent periods as visiting professor and scholar at Shanghai Tongji University, Latvia University and Solvay Brussels School of Business.

His studies on such topics as omnichannel audience measurement, events and live communication, metaverse marketing and influencer marketing have been at the core of collaboration with the most relevant marketing industry Associations in italy, including UPA (association of advertisers),, FCP (association of broadcasters’ advertising agencies), UNA (association of communication and marketing agencies), International Advertising Association, and Anitec-Assinform.

He is founding member of the European Metaverse Research Network and founded and directs the International Master in Media and Communication Management (IMMCM), delivered by Polimi Graduate School of Management.

He’s author of over 80 publications on national and international journals, books and conference proceedings.