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R. Dale Wilson

Department: Marketing
North Business Building
632 Bogue St Rm N370
East Lansing, MI 48824
Phone: (517) 432-6403
Assistant Chairperson
Department: Marketing
Areas of Expertise
  • Biography
    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]

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