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I am a Professor of Marketing and Data Analytics at Kingston Business School. Previously he was an Associate Professor/Reader at the University of Southampton and had held Senior lectureship at Brunel University London, lectureship at Loughborough University and Coventry University. Also, I was working as a research fellow funded by several EU projects (PolicyCompass, FP7, etc).
My research interests cover various digital data analytics topics based on advanced machine learning approaches that can derive hidden value from different data types. My research topics include:
My work has been published in leading journals such as the Journal of the Association for Information Systems, Annals of Tourism Research, Computers and Operation Systems, Annals of Operation Research, Government Information Quarterly, and others. I also actively collaborate with Martech company dealing with consumer data and digital footprints.
Professor of Marketing and Data Analytics
I have extensive experience teaching various undergraduate, postgraduate and doctoral-level marketing, information system, and operation research course. The main teaching areas cover marketing analytics, data visualisation, digital marketing, the application of AI for business, marketing technology, and so on.
My research interests lie in computational behavioural science in the business context. My works try to find the meaning of human behaviour and theorise it through the computational model of human behaviour from different types of digital footprints. My data analytics expertise makes my research more interdisciplinary across the different domains so I can cover various research topics such as data-driven decision-making, eGovernment, consumer behavioural, etc.
I actively collaborate with many industry partners from marketing technology, data platform, and other sectors. Still open for further collaboration.
I have been involving different type of research project with industry partners through the EU funded projects.