Greg Allenby

Background

Professor Allenby''s research focuses on the development and application of quantitative methods in marketing.  He is the author of two books: Bayesian Statistics and Marketing (2005, Wiley) that is used to train doctoral students throughout the world, and Seven Summits of Marketing Research (2014) that is used for MBA students. His research is used to improve product, pricing, promotion and targeting strategies at leading firms.

He is a fellow of the Informs Society for Marketing Science and the American Statistical Association.  He is past editor of Quantitative Marketing and Economics, and past associated editor of Marketing Science, Management Science, Journal of Marketing Research and the Journal of Business and Economic Statistics. Within the American Marketing Association, Greg has served as Vice President of the Research Council and has chaired the Advanced Research Technique (ART) Forum, a national conference that brings together quantitative researchers from industry and academia. Within the American Statistical Association, he has served as Chair of the Section on Statistics in Marketing.  He has authored over 100 publications that have appeared in leading journals in marketing, statistics and economics.

Courses

BUSML 7201 Marketing Research and Analytics

Exploration of issues related to data analysis for marketing decisions: costs/benefits of analysis in aggregate; difference between descriptive and structural models; complexities of imperfect information. Prereq: MBA 6252 or 6253. Not open to students with credit for 847.

BUSMGT 3333 Business Analytics: Applied Prescriptive Analytics

Moving from estimating model parameters, to making datainformed business decisions. Prereq: 3331. Prereq or concur: 3332.

BUSML 7227 Prescriptive Data Analysis

Focuses on identifying the best course of action to take in response to what is known about the business and its environment.Students will develop skills in translating business objectives, threats and opportunities into actionable data collection and analysis. Students will also become be exposed to and become proficient with concepts spanning the analysis of preexisting, secondary data. Prereq: MBA 6252 or 6253.

BUSML 8253 Recent Advancements in Marketing Research

Provide students with exposure to leading marketing scholars and their most current research and give them an opportunity to critically evaluate it. Prereq: Doct standing in BusAdm, or permission of instructor. Repeatable to a maximum of 9 cr hrs or 6 completions.

BUSMGT 7223 Project Management

Introduces challenges senior managers face in companies that run multiple projects with a focus on overall project portfolio management, project selection, resource allocation between projects & organizational team design. Students identify their strengths & weaknesses in projects with a creative problemsolving exercise & experience reallife applications with visits from local project managers. Prereq: Enrollment in Fisher College of Business Grad program, or permission of instructor. Repeatable to a maximum of 3 cr hrs.