NYU Stern

Our Team

Research conducted at The Center for Measurable Marketing is innovative and at the cutting-edge, leveraging NYU Stern Marketing faculty members who rank fourth among business schools based on research productivity in major journals.

Professor Russ Winer
Academic Director
Russ Winer is the William Joyce Professor and Chair of the Department of Marketing at the Stern School of Business, New York University. He oversees the overall management and direction of The Center for Measurable Marketing. He received a B.A. in Economics from Union College and an M.S. and Ph.D. in Industrial Administration from Carnegie Mellon University. He has been on the faculties of Columbia and Vanderbilt universities and the University of California at Berkeley. Professor Winer has been a visiting faculty member at M.I.T., Stanford University, Cranfield School of Management (U.K.), the Helsinki School of Economics, the University of Tokyo, École Nationale des Ponts et Chausées, and Henley Management College (U.K.).

He has written three books, Marketing Management, Analysis for Marketing Planning and Product Management, and a research monograph, Pricing. He has authored over 60 papers in marketing on a variety of topics including consumer choice, marketing research methodology, marketing planning, advertising, and pricing. Professor Winer has served two terms as the editor of the Journal of Marketing Research, he is the past co-editor of Journal of Interactive Marketing, he is an Associate Editor of the International Journal of Research in Marketing, he is the co-editor of the Review of Marketing Science, and he is on the editorial boards of the Journal of Marketing, the Journal of Marketing Research, and Marketing Science. He is the most recent past Executive Director of the Marketing Science Institute in Cambridge, Massachusetts. He has participated in executive education programs around the world and is currently an advisor to a number of start-up companies and non-profit institutions. Professor Winer is a founding Fellow of the INFORMS Society for Marketing Science.

E. Craig Stacey, Ph.D.
Research Director
E. Craig Stacey, Ph.D., is a recognized expert in the area of marketing productivity analysis with a special emphasis on marketing mix modeling and online versus offline marketing resource allocation. He guides The Center’s research direction, and identifies potential research projects. He is a founding partner of The Analytic Consulting Group and previously served as Analytics Director for MarketShare Partners. Prior to joining MSP, he was Managing Partner at ACG Solutions and Industry Liaison for Emory University’s Zyman Institute of Brand Science. He was previously employed as Director of Marketing Science for The Coca-Cola Company and as Vice President of Marketing Science at DemandTec. He has also served as Senior Vice President, Analytic Product Management and Development, at Information Resources, Inc.

Craig received his Ph.D. in Marketing and Statistics from the University of Alabama, where he specialized in econometric applications of marketplace data. Craig has consulted on projects for many industries, including consumer products, entertainment, financial services, quick-service restaurants, telecommunications, and transportation. He has served as a faculty member at leading business schools, teaching marketing productivity analysis, pricing strategy and tactics, and marketing management. He has been a regular speaker at events sponsored by the Advertising Research Foundation, American Marketing Association, the Institute for Operations Research and the Management Sciences, and the Institute for International Research. Craig has served as a Trustee of the Marketing Science Institute and as a member of the Advisory Board for The University of Georgia’s Master of Marketing Research program.

Henry Assael
Associate Director for Research
Professor Assael's research interests and publications are primarily in the areas of media research, market segmentation, advertising evaluation, and survey research methods. Current research includes developing multi-media choice models and developing integrated measures of media effectiveness. He is working with CBS in utilizing consumer purchase behavior criteria for media buying and in assessing qualitative criteria for media selection. He has also worked on segmenting consumers by their sensitivity to marketing stimuli such as price and advertising. He has written over thirty articles for scholarly journals, edited a 33 volume series on the history of marketing, and a 30 volume series on the history of advertising. He is the author of three widely used texts: Consumer Behavior: A Strategic Approach (7 editions), Marketing: Principles and Strategy (three editions), and Marketing Management - Strategy and Action. Professor Assael received his BA from Harvard, MBA from Wharton, and PhD from Columbia. He has consulted for AT&T, Avon, Nestle, the New York Stock Exchange, the Kennedy Center, the National Academy of Sciences, and most currently, CBS. In his spare time, he likes to sail, play bridge, read about the Civil War, and occasionally pretends to play tennis.

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