I am an academic.
I am interested in the uses of customer data, currently investigating the use of social media data in customer profiling. I also study the dark side of Customer Management – how to identify and manage difficult customers, and terminate bad (commercial) relationships.
My mother likes to tell how I loved to play schools when I was a little girl – I still do. Nowadays, I teach on specialist modules closely related to my research interests, such as Digital Marketing, Customer Relationship Management or Competitive Intelligence. But I have also taught on generalist modules like Strategic Marketing or Marketing Research. I work at Oxford Brookes University, where I lead the MSc in Marketing. Previously, I held academic positions at London School of Economics and Henley Business School. I am particularly proud of being part of the academic team that founded the Google Online Marketing Challenge.
Prior to joining academia, I worked as a management consultant in the telecommunications industry and as a portfolio manager at a leading media and entertainment company, among others.
My blog is about the presence and effect of marketing in every day life. Please share your thoughts, questions, etc in the comments – I really like to hear from you. Do you have questions and ideas, or just want to say hi? My contact details are available over here.