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Mike McGuirk

  • Associate Professor of Practice
Academic Division: Marketing
CV
781-239-4216
Associate Professor of Practice Mike McGuirk teaches courses that help students bridge the gap between the art and science of marketing. Before joining Babson College in 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, McDonald's, 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 strategies and programs.

Courses

  • Degree Courses 2025

    • MKT 4530 DIGITAL ANALYTICS
    • MKT 3503 FAN BEHAVIOR
    • MKT 4506 MARKETING ANALYTICS
    • MKT 7506 MARKETING ANALYTICS
    • MKT 6300 MARKETING ANALYTICS

  • Degree Courses 2024

    • MKT 4530 DIGITAL ANALYTICS
    • MKT 3503 FAN BEHAVIOR
    • MKT 4506 MARKETING ANALYTICS
    • MKT 7506 MARKETING ANALYTICS
    • MKT 6300 MARKETING ANALYTICS

Publications

Journal Articles

  • McGuirk, M.J. (2023). Performing web analytics with Google Analytics 4: a platform review. Journal of Marketing Analytics. Palgrave Macmillan - Springer Nature. link
  • McGuirk, M.J. (2022). Unlocking the full potential of social listening platforms through prescriptive-based intelligence. Vol: 8, Issue: 1, Page: 6-15. Henry Stewart Publications . link
  • 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

Reports

  • McGuirk, M.J. (2024). The Student Debt Dilemma: How Public Sentiment Reveals the Need for Better Student Debt Relief Strategies: THE STUDENT DEBT DILEMMA REPORT 2024. Hildreth Institute. link

Conference Proceedings

  • McGuirk, M.J. (2022). The Implications of Industry Trends on the Design of Marketing Analytics Courses: The Implications of Industry Trends on the Design of Marketing Analytics Courses. Vol: Fall 2022 Proceedings. Marketing Management Association (MMA). link
  • McGuirk, M.J. (2021). Best Practices in Teaching Marketing Analytics: Society for Marketing Advances: Best Practices in Teaching Marketing Analytics. Vol: Conference 2021, Page: 85. Society for Marketing Advances. link
  • 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

  • The role of higher education in developing ethical analytics practices McGuirk, M. Society for Marketing Advances (SMA), Forth Worth, TX (2023)
  • The Implications of Industry Trends on the Design of Marketing Analytics Courses McGuirk, M. Marketing Management Association (MMA), San Antonio, TX (2022)
  • 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)
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Professional Memberships

  • Society for Marketing Advances (2021 - Present)
  • Academy of Marketing Science (2017 - Present)
  • Digital Analytics Association (2016 - 2023)

Department & College Wide Services

  • Faculty Senate (Fall 2023 - Present)
  • Faculty Mentor for Global Scholars Program (Fall 2021 - Present)
  • Senate Elections Committee (Fall 2022 - Summer 2024)
  • Academic Technology Governance Working Group (Fall 2022 - Fall 2022)