Prof John Deighton
Harold M. Brierley Professor of Business Administration Emeritus, Harvard Business School.
John Deighton is the Harold M. Brierley Professor of Business Administration Emeritus at Harvard Business School, where he teaches marketing. He teaches Digital Marketing to MBA students, an MBA course titled Big Data in Marketing and an executive short course titled Competing on Business Analytics and Big Data.
His recent research on data-driven marketing includes “Economic Value of the Advertising- Supported Internet Ecosystem,” published by 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.
In consumer behavior he recently published “Learning to Become a Taste Expert” in the Journal of Consumer Research, which dealt with wine expertise. 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.
John 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. Prior to joining the Harvard Business School he was on the faculties of the University of Chicago and the Amos Tuck School, Dartmouth College.
His Ph.D. is in marketing from the Wharton School, University of Pennsylvania and he has an undergraduate chemical engineering degree from the University of KwaZulu-Natal and an M.B.A. from the University of Cape Town.