Current research
RESEARCH / PRACTICEISTANBUL · 2026
Marketing intelligence,
consumer culture & AI
I study how data, technology and culture shape markets, decisions and human behaviour.
Methods
- Machine learning
- Text & network analysis
- Causal inference
- Fuzzy logic
LLM-assisted research+NLP & text analytics+Consumer culture+Behavioural modelling+Digital platforms+Trustworthy AI+LLM-assisted research+NLP & text analytics+Consumer culture+Behavioural modelling+Digital platforms+Trustworthy AI+
01 / RESEARCH
Questions first.
Methods that fit.
My work sits between marketing, information systems and computational social science.
01
Marketing intelligence
AI adoption and consumer decision processes
Examining how artificial intelligence changes market signals, consumer judgement and the design of customer experiences.
02
Consumer culture
Culture, legitimacy and marketplace narratives
Using film, platform and archival data to trace how consumer identities, moral claims and cultural meanings evolve.
03
Behavioural analytics
Human-centred measurement with large-scale data
Combining machine learning, causal reasoning and interpretable models to study behaviour without losing its context.
02 / SELECTED WORK
Research made
visible.
Peer-reviewed article · 2026
Text-Based Measurement of Communication Quality in Nonprofit Organizations
Journal of Nonprofit & Public Sector MarketingIn press
Segment-Specific Consumer Risk in Online Reviews: A Dual Sentiment and Fuzzy Logic Approach
International Journal of Data Analysis Techniques and StrategiesWorking research stream
Proactive Adaptation Rate: Predictive Timing for Churn and Sentiment Models
PAR Framework03 / FROM RESEARCH TO RESULTS
Academic rigour.
Commercial reality.
Alongside my academic work, I bring more than two decades of experience across marketing, CRM, digital transformation and technology-enabled decision making.
20+years in marketing & technology
16countries in one transformation programme
Selected impact / International logistics
Turning fragmented customer data into a shared commercial system.
+22% retention≈230% programme ROI
Selected consultancy engagement · PAR Digital Consultancy04 / TEACHING
Learning for an
AI-shaped market.
01
Marketing Analytics
02
AI Applications in Marketing
03
CRM Systems
04
Digital Transformation
05
Consumer Behaviour
06
Marketing Strategy
05 / CURRICULUM VITAE
EDUCATION / 2006–PRESENT
Continuous learning across business, technology and human behaviour.
2026–
M.Sc. Computer Science · Heriot-Watt University · ongoing
2026
B.Sc. Information Systems Engineering · Piri Reis University
2017
Ph.D. Business Administration · Beykent University
2009
MBA · Istanbul Bilgi University
2006
B.Sc. Business Administration · Anadolu University
2022
A.Sc. Computer Programming · Atatürk University
Ongoing
B.A. Child Development · Istanbul University
CAREER / 20+ YEARS
From enterprise transformation to interdisciplinary research.
2021–Present
Assistant Professor of Marketing & AI
Istanbul Topkapı University
2021–2023
Senior Solutions Manager
PeraNet Software Solutions
2020–2021
Digital Transformation & HR Consultant
Ali Yüksel & Hilmi Özalp Law Office
2017–2020
CMO & Senior Tech Recruiter
Pratik HR
2019
CMO & CHRO
Dr. Cinik Hair Hospital
2018–2019
Marketing & IT Project Manager
Sertrans Logistics
2014–2018
Marketing & IT Project Manager
Ekol Logistics
Earlier roles
Marketing, investor relations & sales management
Gübretaş · Yapı Kredi Bank
SELECTED IMPACT
Transformation measured in adoption, retention and growth.
Customer retention
Salesforce implementation for 200+ users and 12 business units at Ekol Logistics.
Conversion
Multilingual Zoho CRM deployment for Dr. Cinik Hair Hospital.
Lead efficiency
CRM-led marketing automation and customer journey redesign at Sertrans Logistics.
Client satisfaction
End-to-end B2B technology delivery and SLA management at PeraNet.
CAPABILITIES
A hybrid toolkit for research, teaching and transformation.
Research expertise
Explainable AIHuman–AI interactionTrustworthy AILLMsNLPMachine learningDecision supportConsumer analyticsComputational social scienceMarketing analytics
Credentials & memberships
- Certified ScrumMaster
- ICAgile Facilitation & Coaching
- Google Digital Marketing & E-commerce
- European Marketing Academy
- Turkish Academy of Management
- Rotary International leadership
Technology
Python · Salesforce · Zoho CRM · HubSpot · Freshworks · Power BI · Google Analytics
Languages
TurkishNative
EnglishFluent
GermanIntermediate