Michael Lewis

Mike Lewis’s work focuses on the intersection of sports analytics and sports marketing. He studies issues ranging from player performance analytics to brand equity in sports. This approach makes Professor Lewis a unique expert on fandom as his work addresses the complete process from success on the field to success at the box office. Representative research topics include Competitive Balance, Generation Z Fandom, Performance Analytics, Salary Market Inefficiencies, Athlete Star Power, Esports, and Influencer Marketing. He also spends an excessive amount of time thinking about team names and mascots. His sports analytics content can be heard at the Fanalytics with Mike Lewis podcast.

The foundation for Professor Lewis’ work is a deep background in statistics and optimization. These tools provide a data-driven approach to measurement and decision-making. He has published work related to loyalty programs, customer lifetime value, and dynamic pricing in addition to sports topics. Professor Lewis is also the Faculty Director for the Emory Marketing Analytics Center.

Professor Lewis’ background includes a Ph.D. from Northwestern University, an MBA from the University of Chicago, and engineering degrees from the University of Illinois. He has published in outlets such as the Journal of Marketing Research, Marketing Science, Management Science, the Journal of Marketing, and the New York Times.

Areas Of Expertise

• Revenue Management & Dynamic Pricing
• Customer Relationship Management
• Sports Analytics
• Sports Marketing
• Fandom

Education

• PhD in Marketing
  Kellogg Graduate School of Management, Northwestern University
• MBA in Marketing and Finance
  Graduate School of Business, University of Chicago
• MS in Industrial Engineering and Operations Research
  College of Engineering, University of Illinois, Urbana
• BS in Industrial Engineering
  College of Engineering, University of Illinois, Urbana

Publications

• Key Policy Considerations for Reducing Public Consumption of Vice Products
  American Marketing Association
  July 24, 2023
• Enduring effects of goal achievement and failure within customer loyalty programs: A large-scale field experiment
  Marketing Science
  July 24, 2023
• Incorporating dynamics in customer lifetime value models
  Handbook of Research on Customer Equity in Marketing
  July 24, 2023
• An exploratory analysis of cigarette price premium, market share and consumer loyalty in relation to continued consumption versus cessation in a national US panel
  BMJ Open
  July 24, 2023
• The Unintended Consequences of Countermarketing Strategies: How Particular Antismoking Measures May Shift Consumers to More Dangerous Cigarettes
  Marketing Science
  July 24, 2023
• Customer portfolio composition and customer equity feedback effects: Student diversity and acquisition in educational communities
  Marketing Letters
  July 24, 2023