Skip to Main Content

Marketing Analytics and Research

Filter iconFilters
Gerry Chiaro

Gerry Chiaro

Assistant Professor and Director of IMC Immersion Quarter

Gerry Chiaro is a clinical professor with a long background in business, specifically marketing leadership. His expertise: Brand Strategy Leadership, and Consulting. Gerry has developed nearly 250 team consulting projects for our graduate students.

He joined the faculy in January 2009 and earned a full-time appointment in 2012.

Kelly Cutler

Kelly Cutler

Lecturer

Kelly Cutler has more than 20 years of experience with digital marketing and digital media. Her work focuses on the areas of search marketing, social media marketing, programmatic, retargeting and digital analytics and measurement. She works in both theory and practice.

Randy Hlavac

Randy Hlavac

Lecturer

Randy Hlavac focuses on how entrepreneurs and businesses can use social and community systems to build market share and build stronger relationships with their high-value consumers. He also researches strategies for building business and executive personas that build followers and engage key influencers.

Brent Huffman

Brent Huffman

Professor and Alumnae of Northwestern Teaching Professor

Brent E. Huffman's research centers around China's economic influence and presence around the world in the Middle East, Africa, and Asia. He has also done extensive research about threatened cultural heritage and human rights issues around the globe. He can also talk about the U.S. and international documentary production, working in conflict, etc.

Ashlee Humphreys

Ashlee Humphreys

Professor

Ashlee Humphreys is a sociologist who examines core topics in consumer behavior and marketing strategy. Her research investigates topics in social media, market creation, language, and digital satisfaction. Humphreys is the author of "Social Media: Enduring Principles," and she is the creator of the Digital Satisfaction Index (DSI).

Mi Hyun Lee

Mi Hyun Lee

Assistant Professor

Mi Hyun Lee's research interests center around digital advertising, channels, media, and platforms. She studies how consumers respond to new digital advertising, media, and channels by using econometric and statistical modeling. Her most recent work focuses on consumers' visual attention to ad elements across various types of digital advertising.

Edward Malthouse

Edward C. Malthouse

Erastus Otis Haven Professor and Research Director of Spiegel Research Center

Edward Malthouse's research interests center on customer engagement and experiences; digital, social and mobile media; media management; big data; customer relationship management and lifetime value models; recommender systems; and predictive analytics.

Reynaldo Morales

Reynaldo Morales

Assistant Professor

Reynaldo Morales’ research centers on the strategic intersection of media and education for the recognition of Indigenous Peoples’ territorial, political, environmental, cultural and human rights. He also studies the contributions of World Indigenous Peoples’ Traditional Knowledge on the implementation of the global Sustainable Development Goals.

Frank Mulhern

Frank J. Mulhern

Hamad Bin Khalifa Al-Thani Professor of Integrated Marketing Communications

Frank Mulhern does research on media economics and technology and its impact on brand communications. His work connects technology to customer data and marketing analytics; particularly with respect to retailing and e-commerce marketing.

Michael Spikes

Michael Spikes

Lecturer and Director of Teach for Chicago Journalism Program

Michael Spikes' research is centered on the practice and pedagogy of media literacy education (MLE) and news media literacy (NML) toward encouraging critical thinking to limit the effects of exposure to mis- and disinformation. His focus is on the design, assessment, and enactments of MLE & NML in classrooms and other learning environments.

Steven Thrasher

Steven Thrasher

Assistant Professor and Daniel H. Renberg Chair

Steven W. Thrasher's research uses journalistic and social science methods to study the intersection of LGBTQ history, racism, policing, incarceration, health disparities and HIV/AIDS. His most recent research focuses on the criminalization of HIV/AIDS and the Black Lives Matter movement in Missouri.

Vijay Viswanathan

Vijay Viswanathan

Hamad Bin Khalifa Al-Thani Professor of Integrated Marketing Communications and Associate Dean of IMC

Vijay Viswanathan studies customer experience and marketing effectiveness in B2C and B2B using surveys, text analytics and machine learning. His current work is on online communities, virtual influencers, loyalty programs and governance. He has given numerous talks to industry on customer centricity, embedding AI in analytics and enabling a data culture.

Michelle Weinberger

Michelle F. Weinberger

Associate Professor

Michelle F. Weinberger's research uses a socio-cultural lens to understand the relationship between consumption activities, marketplace institutions, social relations, and inequality, examining substantive contexts such as collective rituals, gift giving, experiential consumption, and crowdfunding.

Yu Xu

Yu Xu

Assistant Professor

Yu Xu is an Assistant Professor of Integrated Marketing Communications and (by courtesy) Communication Studies at Northwestern University. His research interests include media industries and analytics, social and communication networks, organizational change, ecology and evolution, and computational social science. His work has been published in leading journals such as Communication Research, Human Communication Research, Communication Monographs, New Media & Society, the Journal of Business Research, Political Communication, and Information Communication & Society. He is the recipient of the "IMC Teacher of the Year 2022" Award.