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Lamberti Lucio

Full Professor

Lamberti Lucio

Full Professor

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.

Career

PHD: Management Economics and Industrial Engineering, Politecnico di Milano.

Master of Science: Management Engineering, Politecnico di Milano.

Research

Lucio Lamberti’s research explores the intersection of marketing analytics, consumer behavior, and human–technology interaction.

His work investigates how artificial intelligence, immersive technologies (AR/VR), and applied neuroscience reshape customer experience, omnichannel retail strategies, and marketing effectiveness.

He develops and applies quantitative marketing models for CRM, churn prediction, and market basket analysis, while also examining influencer and creator-driven marketing and its role in shaping consumer decision processes. His projects often employ multimethod approaches, combining behavioral data, biometric testing (EEG, eye-tracking, stress monitoring), and field experimentation.

Recent and ongoing research addresses:

  1. Metaverse and virtual worlds as platforms for branding, retail innovation, and sustainability communication.
  2. Influencer marketing strategies and the effectiveness of virtual influencers in hospitality and consumer engagement.
  3. Immersive experiences and consumer well-being
  4. CRM, with a specific focus on non-contractual settings and retail
  5. CX analysis and customer service improvement
  6. Advertising industry and its evolution following AI disruption and media proliferation

Selected Publications

Mandolfo, M.; Di Dalmazi, M.; Di Paolo, F.; Lamberti, L. (2025). Beyond exposure: The influence of user tasks and induced presence on product placement effectiveness in virtual environments. Journal of Business Research, 197, art. no. 115485

Di Dalmazi M., Mandolfo M., Guixeres J., Alcañiz Raya M., Lamberti L. (2024). How immersive technologies impact behavioral responses in destination marketing: the role of physiological arousal, presence, and age. International Journal of Contemporary Hospitality Management, 36 (11), pp. 3628 - 3650

Di Paolo F., Bettiga D., Lamberti L. (2025). Leveraging social capital for destination promotion in the metaverse: The Enoverse case. Tourism Management, 107, art. no. 105072

Di Paolo F., Mancuso I., Bettiga D., Lamberti L., Messeni Petruzzelli A., Panniello U. (2025) Metaverse business transformation: four companies’ virtual experiences. Management Decision, 63 (13), pp. 349 - 371,

Lamberti L., Lettieri E. (2009). CSR Practices and Corporate Strategy: Evidence from a Longitudinal Case Study. Journal of Business Ethics, 87 (2), pp. 153 - 168

Grants, awards and Honours

"Nostalgia di Futuro" Award (2022) for his research on Applied Neuroscience in Marketing

Honour Diploma at the Mobius Prize Multimedia Lugano (2023) for his research on Metaverse Marketing

Honorary Fellow, ANSO-BIDI, Belt & Road International Development Institute, University of the Chinese Academy of Science

Community service

Director, International Master in Media and Communication Management

Director, Behavioral Research in Immersive Experience Lab

Director, Advanced eXperience Design Lab

Member, UPA (Italian Advertisers Association) Committee on Audience Measurement Guidelines

Founding Member, European Metaverse Research Network

Executive Jury Member for the Italian Chapter of Effie Awards

Executive Jury Member for the “L’Italia Che Comunica” awards