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Faculty Profiles

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Mike McGuirk

  • Lecturer
Academic Division: Marketing
781-239-4216
CV

Bio

Lecturer of Marketing Mike McGuirk teaches courses that help students bridge the gap between the art and science of marketing. Before joining Babson College in the Spring 2020, Mike was a Sr. Executive-in-Residence and Graduate Program Director for the Digital Marketing and Data Analytics master's program at Emerson College. He brings 25+ years of experience helping Fortune 1000 clients identify customer insights that lead to highly successful data-driven sales, marketing and customer experience programs. Consistently recognized by clients and colleagues for his analytic thought leadership across a broad set of industries. He has led analytic consulting engagements at companies such as: General Motors, Harley Davidson, Dunkin, CVS Pharmacy, BP, McDonalds, OnStar, Extended Stay Hotels, Volvo, Cigna Insurance, Microsoft and many not-for-profit organizations. He has deep expertise in descriptive, predictive and prescriptive analytic techniques. He also has a proven track record of building and leading successful analytic consulting practices across multiple firms. He was most recently a Partner at iKnowtion (acquired by TTEC) and has led analytic consulting teams at Epsilon and multiple start-ups. He is passionate about analytics and evangelizing the adoption of analytic principles at progressive, customer-centric organizations.

Academic Degrees

  • MBA, Bentley University
  • BS, University of Maine

Academic Interest / Expertise

Marketing and customer analytics. Using insights to improve decision-making and to inform marketing strategy and programs.

Publications

Journal Articles

  • McGuirk, M.J. (2021). Performing social media analytics with Brandwatch for Classrooms: a platform review. Journal of Marketing Analytics. Palgrave Macmillan - Springer Nature. link

Book Chapters

  • McGuirk, M.J. (2020). 97 Things About Ethics Everyone in Data Science Should Know: 97 Things About Ethics Everyone in Data Science Should Know: Collective Wisdom from the Experts. Issue: First Edition, Page: 222-224, 256-258. O'Reilly Media. link

Conference Proceedings

  • McGuirk, M.J. (2021). Business Ethics at the Core of Successful and Sustainable Analytics. SAS. link

Other

  • McGuirk, M.J. (2020). Salesforce Inc - The Marketing Cloudcast - Moment Makers - A Sharp Eye on ROI: Salesforce Inc - The Marketing Cloudcast - Moment Makers - A Sharp Eye on ROI. Issue: Episode 5. Salesforce. link
  • McGuirk, M.J. (2020). CX, meet your Ally -- Behavioral Economics Theory: McGuirk Analytics Blog. link
  • McGuirk, M.J. (2019). Ethics and Reflection at the Core of Successful Data Science: McGuirk Analytics Blog. link
  • McGuirk, M.J. (2019). Two Must-Do’s When Collecting Voice of the Customer (VOC) Data: McGuirk Analytics Blog. link
  • McGuirk, M.J. (2019). Demystifying Big Data - Podcast: Demystifying Big Data. Campus on the Common Podcast. link
  • McGuirk, M.J. (2019). The Wide World of Sports Analytics!: McGuirk Analytics Blog. link
  • McGuirk, M.J. (2019). Human-Centered Insight: Analytical and Creative Minds Required: McGuirk Analytics Blog. link
  • McGuirk, M.J. (2019). Research and Analytics: Time to Unite!: McGuirk Analytics Blog. link
  • McGuirk, M.J. (2018). Marketers Get Schooled on Analytics: Marketers Get Schooled on Analytics. The CX Pod - Customer Strategist Journal. link

Presentations

  • Best Practices in Teaching Marketing Analytics McGuirk, M. Society for Marketing Advances (SMA), Orlando, FL (2021)
  • Business Ethics at the Core of Successful and Sustainable Analytics McGuirk, M. SAS Global Forum 2021, Virtual (2021)
  • Business Ethics at the Core of Successful and Sustainable Analytics Practices McGuirk, M. Analytics without Borders 2020 Conference, Tufts University, Friedman School of Nutritional Science and Policy (2020)
  • The Critical Role of Analytics in the Development of Better Customer Experiences McGuirk, M. Analytics without Borders 2019 Conference, Smithfield, RI (2019)
  • Listening and Acting on the Voice of the Customer McGuirk, M. Communication Days Event, Boston, MA (2019)
  • Data Analytics in Sports Marketing and More McGuirk, M. Emerson College School of Communication Speaker Series, Boston, MA (2018)
  • Introduction to Descriptive and Predictive Analytics McGuirk, M. Blanquerna Day, Barcelona, Spain (2018)
More

Professional Memberships

  • Academy of Marketing Science (2017 - Present)
  • Digital Analytics Association (2016 - Present)