Biographical
Statement for R. Dale Wilson, Ph.D.
R.
Dale Wilson is Professor of Marketing, Department of Marketing, Eli Broad College
of Business, Michigan State University, East Lansing, MI. He specializes in Data Science in
Marketing. Over the course of his career, he has developed passion for advanced data
analytics and quantitative modeling in marketing. His current interests focus on
predictive analytics and related models in developing data-driven strategies and
tactics in marketing. His work involves the use of marketing
analytics, predictive modeling, statistical analysis, machine learning, artificial
intelligence, and the interpretation of marketing data in a way that drives marketing
strategy and tactical development and decision making and thus provides a
competitive advantage.
Dr. Wilson received his Ph.D. in
marketing from The University of Iowa, his MBA from the University of Toledo,
and his BBA from Ohio University (all with honors/academic recognition). He previously served on the faculties at Penn
State University (Assistant Professor) and Cornell University (Visiting
Associate Professor). He was Vice
President and Director of Marketing Sciences at BBDO, Inc. (a major New
York-based international advertising agency).
While at BBDO, Dr. Wilson was responsible for building and implementing
advertising and marketing decision models for Avis Rent a Car System, Armstrong
World Industries, Black & Decker, DuPont, General Electric, Gillette, Heineken,
Lever Brothers, PepsiCo, Pillsbury, and the Wm. Wrigley Jr. Company as well as
many other domestic and international clients.
International clients included firms in Australia,
Brazil, France, Germany, Mexico, and the Netherlands among others.
He has published well over 100 refereed journal
articles and conference papers, and his work has appeared in publications such
as Journal of Marketing, Marketing Science, Journal of
Marketing Research, Journal of Business & Industrial Marketing,
Industrial Marketing Management, Journal of Advertising, Journal
of Retailing, Journal of International Marketing, Journal of
Business Research, Journal of Current Issues and Research in Advertising,
Research in Marketing, Competitiveness Review, Services Marketing
Quarterly, and Journal of Global Information Technology among
others. One of his most recent articles
(JBIM, vol. 35, no. 3, 2020) deals
with the use of Artificial Neural Network (ANN) models in the field of B2B
marketing. Another recent article involves
the development of analysis tools for evaluating B2B companies’ digital transformation
of market assets (JBIM, vol. 38, no. 2, 2023). He is a regular contributor to the CBIM and
ISBM academic conferences, both of which are focused on B2B marketing.
Dr. Wilson’s primary areas of expertise
include marketing analytics, marketing research and modeling, marketing
communication, marketing strategy, brand management, and new product
forecasting. His recent interests
include the use of artificial neural network and other machine learning models,
data mining, interactive databases, web analytics, the lead generation process,
and trade show communication. Dr. Wilson
is a frequent speaker at national conferences on marketing and advertising; and
he was the editor of marketing for Interfaces (now the Journal on Applied Analytics), an applications-oriented
journal in management science/operations research, for nearly seven years. He has been an editorial board member or
manuscript reviewer for 24 marketing and advertising journals and numerous
national conferences. Along with Lewis
G. Pringle and Edward I. Brody, Dr. Wilson received a Certificate of
Recognition from The Institute of Management Sciences (now INFORMS) for his
article on the NEWS model of new product analysis and forecasting, which
appeared in Marketing Science as the
lead article in the first issue (volume 1, issue 1, page 1). He served as chair of the American Marketing
Association Faculty Consortium on the topic of marketing research. In an article published Marketing Educator
(Summer, 1997), Dr. Wilson
was named one of the 108 “Best Researchers in Marketing.” He was cited in a recent article published in
the Journal of Business & Industrial Marketing (JBIM) as one
it its top contributors. He received an
IBM Faculty Award to study web analytics data and their impact on internet
marketing for B2B firms.
Dr. Wilson's teaching experience includes
M.B.A., Executive M.B.A., M.S. in Marketing Research, and Ph.D. courses in
marketing analysis and modeling, multivariate data analysis, marketing
communication, brand management and marketing strategy. He has participated as an instructor in
executive management programs at MSU and elsewhere. He is former chair of the Department of
Marketing (2012-2015). Other activities
include Faculty Coordinator of the Broad School MBA Program’s Case Competitions
and the Big Ten Case Competition Team (2010-2014), Chair of an MBA Curriculum Redesign
Committee that was responsible for implementing changes in the Broad School MBA
Program (and funded by entrepreneur Eli Broad), and a Broad School Dean Search
Committee. He was one of three founding faculty
members (along with Roger Calantone and Richard Spreng) who developed our M.S.
in Marketing Research (MSMR) program and won the Richard J. Lewis Quality Award
for doing so.
Currently, he is active in the Department
of Marketing’s MBA concentration, the MBA Insights and Analytics preferred
elective track in the Full-time MBA Program and is highly involved in the M.S. in
Marketing Research (MSMR) program. He
currently teaches four courses to MBA and MSMR students – Marketing Research
for Decision Making (MKT 806), Marketing Analysis (MKT 816), Predictive
Analytics (MKT 819), and Applications in Predictive Analytics (MKT 823) – and received
a Broad College Teaching Award in Spring Semester 2022. He is
a contributor to the Department of Marketing’s Number 1 Ranked M.S. in
Marketing Research (MSMR) Degree Program in the World and to the Number 1
Ranked Department in Journal Publications in B2B Marketing in the World.
Dr. Wilson has served as an active
consultant to industry and worked with clients such as Young & Rubicam, BBDO
Chicago (currently Energy BBDO); Chrysler Motors (currently Stellantis North
America); Pepperidge Farm Company; Dow Chemical Company; American Express Company;
Amway; Owens-Illinois, Libbey-Owens-Ford, General Electric; The Stroh Companies
Inc.; The United Way (National Headquarters Office); Yankelovich Clancy Shulman;
Kennedy Research, Inc.; Holiday Inns, Inc.; AT&T; The Educational Institute
of the American Hotel & Motel Association; the State of Michigan Department
of Commerce, several marketing research and firms, and numerous small- and medium-sized
businesses. On the B2B side of marketing,
he has conducted marketing research and consulting projects in B2B markets such
as steel, chemicals, automotive components, synthetic polymers, business
software, commercial lighting, glass packaging, paper products, transportation,
building supply products, advertising effectiveness, trade show events, and B2B
business services. Overall, he has
worked on marketing research/ modeling and/or marketing strategy/tactics
projects with over 60 companies and over 80 different brands.
[Revised
February 2023]
