Essentials of Marketing Analytics

Dana Eckerle Harrison is an Assistant Professor of Marketing and the Stanley P. Williams Faculty Fellow at East Tennessee State University. Prior to her work in academia, Dana spent many years assisting software companies in the areas of marketing and sales management. She teaches marketing research, analytics and strategy courses at the undergraduate and graduate level. Her scholarly research has been published in journals such as the Journal of Business Research, the Journal of Product and Brand Management, the Journal of Marketing Analytics and the Journal of Marketing Theory and Practice. Her research focuses on the intersection between customer relationship management, sales management, data quality and governance, and marketing analytics methods. Her research pursuits were recognized in 2017 when she was a co-recipient of the Harold and Muriel Berkman Charitable Foundation Research Grant. Dana is a co-author on the Essentials of Marketing Research 5th edition, McGraw-Hill/Irwin, 2020. She currently serves on the editorial review board for the Journal of Marketing Theory and Practice. Dana continues to be an active member of prominent marketing organizations. She has presented and led panel discussions at conferences such as the Academy of Marketing Science, American Marketing Association, INFORMS Society for Marketing Science, and the Society for Marketing Advances regarding topics such social network analysis, sales management, the impact of analytics techniques and technology on marketing education and practice, the emergence of Blockchain in marketing, and information governance. Furthermore, she has offered certificate programs on marketing analytics and currently serves as the Director of Data Privacy for the Academy of Marketing Science.

Haya Ajjan is an Associate Professor of Management Information Systems, the Sheldon and Christine Gordon Professor in Entrepreneurship, and the Director of the Center for Organizational Analytics at Elon University. Haya joined Elon in 2010 and teaches data analytics courses in the Love School of Business undergraduate business, MBA and M.S. in Business Analytics programs. She was instrumental in developing the business analytics undergraduate major and the M.S. in Business Analytics program. Her research focuses on better understanding the impact of technology use on individuals, groups and organizations, and has been published in journals such as Journal of Business Research, European Journal of Operations Research, Business Horizons, Journal of Marketing Analytics, and Journal of Marketing Theory and Practice. Her commitment to infusing technology and innovation into the curriculum resulted in her appointment as Faculty Fellow for Innovation and Assistant to Elon University President Constance Ledoux Book. She also serves as a project lead for Elons participation in Apples Everyone Can Code initiative. Ajjan received the Love School of Business Deans Awards for Scholarship and Service and was named Top 50 Undergraduate Business Professors in the United States. During her tenure at Elon, she founded the Center for Organizational Analytics, Elon NEXT for professional advancement and continuing education studies, and the Elon Innovation Council. She teaches a certificate program on marketing analytics for the Academy of Marketing Science and currently serves as a program co-chair for AIS Special Interest Group in Decision Support and Analytics.