PROF. DR. JOHN DEIGHTON

Harvard Business School, Professor

John Deighton is Brierley Professor of Business Administration Emeritus at Harvard Business School, where he teaches marketing. He has taught Digital Marketing to Master of Business Administration students, and now teaches an MBA course titled Big Data in Marketing and an executive short course titled Competing on Business Analytics and Big Data.

His recent research includes “Economic Value of the Advertising-Supported Internet Ecosystem,” forthcoming from the IAB in 2017, “The Value of Data: Consequences for Insight, Innovation, and Efficiency in the U.S. Economy,” published by the DMA 2016, “Adding Bricks to Clicks: The Effects of Store Openings on Sales Through Direct Channels,” published in the Journal of Marketing, and “Interactivity’s Unanticipated Consequences for Marketers and Marketing,” in Journal of Interactive Marketing. Recent case studies include Oracle: Targeting the CMO, Managing Data at Allstate, WPP: From Mad Men to Math Men, and Target Stores: The Hunt for Unvolunteered Truths. See also his Twitter feed @HBSmktg.  He is a past editor of the Journal of Consumer Research and the Journal of Interactive Marketing. He has served as the Executive Director of the Marketing Science Institute, and Director of the Berkman Center for Internet and Society at Harvard University.  He has been a visiting professor at the Duke University, the University of Tokyo, and Oxford and Cambridge Universities in the UK.