David Austin Professor in Marketing, Emeritus|MIT Sloan School Dean, Emeritus
Professor of Marketing, Emeritus
Dean Emeritus; Chairman, MIT Center for Digital Business
Glen Urban is the David Austin Professor in Marketing, Emeritus, and MIT Sloan School Dean, Emeritus.
Urban concentrates on the fascinating area of trust-based marketing on the Internet. In particular, he explores how trust is built on a website, how site design can maximize sales and trust, and how a trust-based marketing system could provide an alternative to the “push” type of marketing commonly observed. He has examined the use of consumer storytelling to improve brand social media effectiveness and trust. Recent research has focused on morphing ads and websites to match individual consumer cognitive styles. His most current research concentrates on use of deep learning algorithms and big data to improve marketing efficiency.
Urban holds a BS in mechanical engineering and an MBA from the University of Wisconsin as well as a PhD in marketing from Northwestern University.
General Expertise: Advertising; Automotive industry; B-school; Bayesian statistics; Brand management; Branding; Consumer marketing; Customer relationships; Customer satisfaction; Customer service; Database marketing; Dot-com; eCommerce; Electronic publishing; International marketing; Internet; Internet privacy issues; Internet strategy; Knowledge management; Lead users; Management of technology; Market research; Marketing; New ventures; Online feedback mechanisms; Online media; Online shopping; Positioning; Product loyalty; Statistics; Telecommunications; Trust-based marketing; Web-based marketing; World Wide Web
For more background on this faculty member's research and academic initiatives, please visit the MIT Sloan faculty directory.