Lachlan Deer

Postdoctoral Fellow

Chicago Booth School of Business


I am a Postdoctoral Fellow in the Marketing Group at University of Chicago Booth School of Business. In January 2021 I will join the Marketing Department at Tilburg University as an Assistant Professor.

My current research leverages text as data, utilizing tools from Machine Learning and Natural Language Processing, integrating their outputs into quantitative models to understand:

  • The impact of social media content on consumer demand for new products
  • The interaction between offline advertising and online word of mouth
  • How the structure of online networks influence the spread of information and decision making


  • Quantitative Marketing
  • Digital Marketing
  • Social Media
  • Applied Econometrics
  • Text as Data
  • Media & Entertainment Industries


  • PhD in Economics, 2019

    University of Zurich

  • MSc. in Economics, 2013

    University College London

  • MPhil. in Economics, 2012

    University of Adelaide

  • B. Economics (Hons.), 2009

    University of Adelaide


Gender Effects for Loss Aversion - Yes, No, Maybe?

The gender effects in loss aversion debate can be explained by different modelling assumptions generating different estimates.

Commitment and Cooperation in Partnerships

Studies how costly pledges of commitment influence cooperation in partnerships facing a social dilemma.

Working Papers

Online Word of Mouth and the Performance of New Products

Investigates the impact of Twitter volume and sentiment on the demand for wide release movies.

The Regulation of Public Service Broadcasters - Should there be more advertising on television?

Estimates the change in ad revenue from relaxing TV advertising minute regulations for PSBs in the UK.


Current Courses

Past Courses

Since 2016 I have been leading courses focussed on improving programming practices in academic presearch targeted at graduate students in economics and business. Course materials are available here.

For courses I have been involved with prior to 2016, check my CV.

Software Carpentry & Data Carpentry

I am an instructor & lesson maintainer for Software Carpentry and Data Carpenty, who offer short courses on programming and reproducible research practices in professional and academic settings.

I have led workshops at University of Zurich, University of Trento, University of Geneva, Karolinska Institute, Stanford, Federal Reserve Board of Governors and Federal Reserve in Kansas City.

I maintain the lesson materials for Introduction to R for Geospatial Data.


R Packages

Empirical IO

demandr: Nested Logit Demand Estimation with Aggregate Market Shares

  • Estimate Nested Logit Demand models on aggregate market share data
  • Coauthored with Christian Oertel (U Zurich)
  • Status: Under development
  • Code: available on Github


hayshir: R Companion to “Econometrics” by Fumio Hayashi

  • Provides all data sets used in textbook, and companion code to each chapter in text
  • Website
  • Code: available on Github


Installation Guide for Software and Packages

While teaching programming skills I have assembled a set of instructions for setting up a computing environment that I find useful for economics / marketing research. Instructions are provided for Linux (Ubuntu flavored), Mac and Windows environments.

  • Installation Guide
    • Borrowed and updated from the programming course I co-taught at UZH in 2017.

Reproducible Research Workflows

The Snakemake workflow management system helps to create reproducible and scalable data analyses. It was originally designed for Bioinformatics workflows, but I have found it suits research in empirical economics and marketing just as well. Official documentation for Snakemake is here. Below are some templates that I use for my research and an extended tutorial.

Some of my older projects use Waf to implement a reproducible workflow. Waf was introduced to me by Hans-Martin von Gaudecker. He provides great templates here in multiple programming languages along with an extended tutorial. It's a good alternative, but I think the Waf learning curve is a tad steeper.

Markdown templates

Most of my written work is in markdown. Here are some templates I regularly use: