Marketing
Learning from real markets, customer signals, and the decisions behind growth.
Marketer · PhD researcher · Founder of SYMAR
NikolaKožuljević.
After 15+ years in marketing, I’m exploring what comes next: simulating human behavior and decision-making with AI and synthetic respondents.
About / 01
From understanding markets to simulating decisions.
My career began with a practical question: what makes people choose? For more than 15 years in marketing and B2B technology, I learned to read markets through customers, campaigns, and the signals people leave behind.
Now my research takes that question further. I explore how AI and synthetic respondents can model human behavior, reveal why decisions happen, and help teams test possibilities before acting.
View my ORCID recordHuman behavior
Studying how people search, choose, and act across digital environments.
AI + synthetics
Simulating behavior and decisions to explore possibilities before acting.
Selected research / 02
From digital traces
to human understanding.
Peer-reviewed work at the intersection of user behavior, AI, marketing, and information systems.
2026Deepening digital user understanding through large language model analysis of clickstream-based segmentsTelematics and Informatics · With Adam Wasilewski and Yash Chawla2023Search engine optimization (SEO) for digital marketers: exploring determinants of online search visibility for blood bank serviceOnline Information Review · With Dušan Mladenović, Anida Rajapakse, and Yupal Shukla
Building SYMAR / 03
SYMAR
Writing / 04
Notes from the intersection.
Research notes, field observations, and practical ideas about AI, markets, and digital behavior.
Read the writingContact / 05
Let's compare notes.
If you are working on market understanding, AI, or a difficult customer question, I would be glad to hear about it.