What does "Business Analytics and Technology Transformation" involve?
Markus Sinnl: Business analytics involves applying data-based methods and technologies to generate new insight into various areas of a company's activities in an effort to make effective business decisions based on this information. Technology transformation refers to integrating business analytics into a company's operations which is both a technological and particularly cultural shift, requiring fundamental changes in how a company works.

What is your inaugural lecture about?
Markus Sinnl: My inaugural lecture is a journey through my field of research, stopping off at many different research points I’ve had the opportunity to explore during my career to date.

What exactly is your research about?
Markus Sinnl: My research is about applying and enhancing business analytics methods, particularly prescriptive analytics, in order to solve decision-making problems in diverse areas of everyday life.

Why did you decide to come to the JKU?
Markus Sinnl: My research is inherently interdisciplinary and the JKU focuses strongly on digital transformation; the university’s interdisciplinary approach is ideal, particularly when it comes to conducting my research at a high professional level.

What do you find fascinating about your area of research?
Markus Sinnl: There are constantly new challenges and tasks to solve every day, meaning that each day is different.

Why is this research even necessary, meaning how will it improve our lives?
Markus Sinnl: Prescriptive analytics focuses on identifying ideal, verifiable solutions to mathematical optimization issues. I have analyzed problems ranging from finding ideal solutions to help design nature reserves and ideal location planning for emergency vehicles, to addressing issues associated with Alzheimer's research.

Why should students take your classes?
Markus Sinnl: Because when it comes to higher education, they will be interactively introduced to a research-led approach.

What are you currently working on?
Markus Sinnl: One of my current FWF-funded research projects focuses on examining the extent to which precise methods of prescriptive analytics can help to contain network epidemics.

What are your hobbies?
Markus Sinnl: I enjoy hiking, climbing, reading, and escape rooms.

What else do you want to do or accomplish in your life?
Markus Sinnl: I would love to once see the Northern Lights.
 

Click here, opens a file to learn more about Prof. Sinnl and his upcoming inaugural lecture at the JKU on June 3