Dr Marko Sarstedt is a chaired professor of marketing is at Otto von Guericke Univesity Magdeburg. He is also the architect of the famous structural equation modeling software SmartPLS 3. His papers are nominated as highly cited papers in Elsevier databases across all disciplines. He has worked with leading brands around the world and is an authority on quantitative methodologies especially focusing on Partial Least Squares PLS.

Video Link: https://youtu.be/cJpszcTSdQQ?list=PLtluUSnvgbdF7MlqjX5-IVMCkFGTrEWlz

Audio Link: https://anchor.fm/minhaaj/episodes/PLS-Structural-Equation-Modeling-with-Marko-Sarstedt-epsab9

Timestamps of the Conversation:

00:00 Intro

18:15 Marketing, Consumer Behaviour & Irrational Choice Behavior

10:02 Primer on PLS Modelling, Most Cited Book Ever on Book

12:40 SmartPLS 3 Software, Christopher Ringle & Pros & Cons

32:23 PLS Predict vs Machine Learning Approaches

37:16 SmartPLS3 in Academic Research

41:37 Criticisms & Dissection of PLS Methodology

46:39 Politics of Acceptability in Research

51:32 Nature’s Survey on Reproducibility, Crisis of Research Reliability

58:57 Fashionable Non-Sense Book, Science as Industry, Peer Review

01:07:17 Modern Education, University Admissions & Education as Business Model

01:12:50 Infinite Devices, IoT, Google StartUp Grant and future of IoT

01:16:00 Working with Lufthansa, Volkswagen, Hugo Boss & DT

01:19:00 Success Matrix, Net Promoter Score and Industry vs Academia

01:18:13 300 Vinyl Records, Music & Life

01:25:25 Growing up in Berlin Wall Era, Culture, Politics & Hope

01:28:00 Running, Profundity & Habits

01:31:00 Children and Parenting


Marko’s Profile: https://www.linkedin.com/in/marko-sar…


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Minhaaj Rehman is CEO & Chief Data Scientist of Psyda Solutions, an AI-enabled academic and industrial research agency focused on psychographic profiling and value generation through machine learning and deep learning.

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