Dr Elena Fitkov-Norris
Faculties, departments and locations
- Faculty of Business and Social Sciences
- Department of Accounting, Finance and Informatics
- Kingston Business School
- Kingston Hill
Associate Professor in Data Science and AI
- Email:
- [email protected]
About
I am an Associate Professor in Data Science and AI at the Department of Accounting, Finance and Informatics at Kingston Business School.
My research work focuses on the use of AI in data-driven decision making and the practices and advanced techniques (e.g. causal reasoning, machine learning) that can be used to predict and evaluate the impact from interventions. On these themes I have worked on a number of projects, further enhancing my data analytics skills in trying to model and predict customer behaviour (in the context of repeat movie going) and assessed the impact of context on students' learning preferences.
I am currently looking into causal AI and its potential to minimise confounding bias in observational data as well as a tool for enhancing corporate foresight and innovation.
Qualifications
- BSc in Mathematics and Management, King's College London
- MSc in Information Technology, University College London
- PhD in Electronic and Electrical Engineering, University College London
- Postgraduate Certificate in Higher Education, Kingston University, London
- Senior Fellow of the Higher Education Academy (SFHEA)
Domains
I am currently responsible for leading and supporting the Data Science and AI provision at Kingston Business School across a wide range of UG and PG programmes of study. I recently led the design and development of a brand-new MSc in Business Analytics to support students from diverse backgrounds wishing to pursue a career in data science.
Qualifications
- 2023 Tableau Academic Ambassador: • Selected to join a global community of data experts as one of 33 instructors to serve as a Tableau champion in higher education
Courses taught
Currently, I am looking into the potential of causal AI as a tool for removing observational data bias and boosting the accuracy of machine learning as a support tool for more-effective human decision making and corporate foresight.
My current project in collaboration with Nataliya Kocheva, Beyond the Crystal Ball: Evaluating the Power of Causal AI to Support Strategic Foresight is supported by a QR Pump Priming Grant and focuses on exploring the potential of Causal AI to support strategic decision making and foresight in the context of business. The project aims to develop a data-driven causal AI model using historical panel data to test the effectiveness of Causal AI as a tool for scenario building to support long-term strategic decision making.
Qualifications
- Evaluator for the European Commission's “Future and Emerging Technologies (FET) Open Scheme
Specialisms
- causal AI
- machine learning
- decisions making
- corporate foresight
Scholarly affiliations
- Member of the Institute of Engineering and Technology
- Member of the Operational Research Society
I supported the University's Town House Strategy, acting as Town House Fellow in Diversification and Growth and took the lead in the design and implementation of a cross disciplinary MBA in Cyber for Business Leaders, a collaboration between the Faculty of Engineering, Computing and the Environment and the faculty of Business and Social Sciences.
Publications
Not seeing the wood for the trees: influences on random forest accuracy
Hand, Christopher and Fitkov-Norris, Elena, 2024, International Journal of Market Research, E-pub ahead of print
Are learning preferences really a myth? Exploring the mapping between study approaches and mode of learning preferences
Fitkov-Norris, Elena and Yeghiazarian, Ara, 2021, Acta IMEKO (10), 2pp 185-190, Published
Is context the hidden spanner in the works of educational measurement: exploring the impact of context on mode of learning preferences
Fitkov-Norris, Elena and Yeghiazarian, Ara, 2019, Journal of Physics: Conference Series (1379), 1, Published
Use of measurement theory for operationalization and quantification of psychological constructs in systems dynamics modelling
Yeghiazarian, Ara and Fitkov-Norris, Elena, 2016, Journal of Physics: Conference Series (772), 1, Published
Evaluating the impact of a Quasi-ipsative scoring approach on the scoring of a VARK style questionnaire
Fitkov-Norris, E and Yeghiazarian, A, 2016, Journal of Physics: Conference Series (772), 1, E-pub ahead of print
Validation of VARK learning modalities questionnaire using Rasch analysis
Fitkov-Norris, E D and Yeghiazarian, A, 2015, Journal of Physics: Conference Series (588), 1, Published
Measuring study habits in Higher Education: the way forward?
Yeghiazarian, A and Fitkov-Norris, E D, 2013, Growth, Development and Aging (459), 1, Published
Leveraging AI for strategic foresight: unveiling future horizons
Fitkov-Norris, Elena and Kocheva, Nataliya (2025). In: Crawford, Megan M., Wright, George, (eds.), Cheltenham, U.K.:pp 286-305 [Published]
Are we there yet? Thematic analysis, NLP, and machine learning for research
Fitkov-Norris, Elena and Kocheva, Nataliya (2023). [Published]
Evaluating the impact of a Quasi-ipsative scoring approach on the scoring of a VARK style questionnaire
Fitkov-Norris, E and Yeghiazarian, A (2016). [Published]
Online formative assessment: does it add up to better performance in quantitative modules?
Fitkov-Norris, Elena and Lees, Becky (2015). In: Mendy, John, Geringer, Susan D., (eds.), Reading, U.K.:pp 101-114 [Published]
Validation of VARK learning modalities questionnaire using Rasch analysis
Fitkov-Norris, Elena and Yeghiazarian, Ara (2015). [Published]
Measuring the relationship between study habits and preferred learning style in higher education
Fitkov-Norris, Elena and Yeghiazarian, Ara (2014). pp 1323-1326 [Published]
Impact of sampling on neural network classification performance in the context of repeat movie viewing
Fitkov-Norris, Elena and Folorunso, Sakinat Oluwabukonla (2013). In: Iliadis, Lazaros, Papadopoulos, Harris, Jayne, Chrisina, (eds.) Springer-Verlag Berlin Heidelbergpp 213-222 [Published]
Measuring study habits in higher education: the way forward?
Fitkov-Norris, Elena and Yeghiazarian, Ara (2013). In: Battista Rossi, Giovanni, Crenna, Francesco, Belotti, Vittorio, (eds.)[Published]
Assessing the learning style preferences postgraduate general business management students using VARK
Fitkov-Norris, Elena and Yeghiazarian, Ara (2013). In: Mesquita, Anabela, Ramos, Isabel, (eds.), Reading, U.K.:pp 144-152 [Published]
Online formative assessment: does it add up to better performance in quantitative modules?
Fitkov-Norris, Elena and Lees, Bekcy (2012). In: McClean, Rachel, (eds.), Reading, U.K.:pp 115-121 [Published]
Control theory approach for implementation of dynamic pricing in mobile cellular networks
Fitkov-Norris, Elena (2004). Stevenage, U.K.:pp 160-164 [Published]
Dynamic pricing in cellular networks, a mobility model with a provider-oriented approach
Fitkov-Norris, E.D. and Khanifar, A. (2001). London, U.K.: Institution of Electrical Engineerspp 63-67 [Published]
Dynamic pricing in mobile communication systems
Fitkov-Norris, E.D. and Khanifar, A. (2000). London, U.K.: Institution of Electric Engineerspp 416-420 [Published]
A cautionary (Canterbury) tale of causal AI
Hand, Christopher and Fitkov-Norris, Elena(2025). [Published]
Beyond the crystal ball: unveiling the power of causal and generative AI for strategic foresight
Fitkov-Norris, Elena and Kocheva, Nataliya(2024). [Published]
From laborious to lucid: best practice for using generative AI for thematic and sentiment analysis
Kocheva, Nataliya and Fitkov-Norris, Elena(2024). [Published]
Leveraging AI for strategic foresight: unveiling future horizons
Fitkov-Norris, Elena and Kocheva, Nataliya(2024). [Published]
Are we there yet? Thematic analysis, NLP, and machine learning for research
Fitkov-Norris, Elena and Kocheva, Nataliya(2023). [Published]
Causal AI as a tool for enhancing strategic foresight
Fitkov-Norris, Elena and Kocheva, Nataliya(2023). [Published]
Are we there yet? Thematic analysis, NLP and Machine Learning for academic research: a comparative review
Fitkov-Norris, Elena, Kocheva, Nataliya and Bhimireddy, Nishanth(2023). [Published]
Not seeing the wood for the trees? The effect of class imbalance and noise on random forests classification accuracy
Hand, Chris and Fitkov-Norris, Elena(2023). [Published]
Evaluating the impact of a Quasi-ipsative scoring approach on the scoring of a VARK style questionnaire
Fitkov-Norris, E and Yeghiazarian, A(2016). [Published]
Evaluating a tool for mapping study approaches and preferred learning preferences: a pilot study
Fitkov-Norris, Elena and Yeghiazarian, Ara(2015). [Published]
How can we teach our digital native students?
Yeghiazarian, Ara and Fitkov-Norris, Elena(2015). [Published]
Validation of VARK learning modalities questionnaire using Rasch analysis
Fitkov-Norris, Elena and Yeghiazarian, Ara(2015). [Published]
Measuring study habits in higher education: the way forward?
Fitkov-Norris, Elena and Yeghiazarian, Ara(2013). [Published]
Don't forget your tablets: iPads, tears, and short attention spans. The future of higher education
Fitkov-Norris, Elena(2012). [Published]
Online formative assessment and study habits: does it add up to better performance in quantitative modules?
Fitkov-Norris, Elena and Lees, Rebecca(2011). [Published]
Online formative assessment and study habits: does it add up to better performance in quantitative modules?
Fitkov-Norris, Elena and Lees, Becky(2011). [Published]
Student engagement - or not...Initial findings
Fitkov-Norris, Elena, Alfes, Kerstin, Shantz, Amanda, Lees, Becky and Morgan, Stephanie(2011). [Published]
Baby boomers' and seniors' perceptions of assistive living
Cobo, Denisa, Fitkov-Norris, Elena and Yeghiazarian, Ara(2010). [Published]
Habit and engagement: does it add up to better performance in quantitative modules?
Fitkov-Norris, Elena and Lees, Becky(2010). [Published]
European perception of a multi-centre Master's in London-Berlin-Paris in Management Studies
Simsek, Eylem, Fitkov-Norris, Elena and Yeghiazarian, Ara(2010). [Published]
Literature overview of approaches for enterprise-wide modelling, simulation and optimisation
Fitkov-Norris, Elena (2010). Kingston upon Thames, U.K.: Kingston Business School, Kingston University [Published]