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Greg M. Allenby

Helen C. Kurtz Chair in Marketing;
Professor of Marketing
Professor of Statistics







Professor Allenby's research focuses on the development and application of quantitative methods in marketing.  He is the author of two books: Bayesian Statistics and Marketing (2005, Wiley) that is used to train doctoral students throughout the world, and Seven Summits of Marketing Research (2014) that is used for MBA students. His research is used to improve product, pricing, promotion and targeting strategies at leading firms.

He is a fellow of the Informs Society for Marketing Science and the American Statistical Association.  He is past editor of Quantitative Marketing and Economics, and past associated editor of Marketing Science, Management Science, Journal of Marketing Research and the Journal of Business and Economic Statistics. Within the American Marketing Association, Greg has served as Vice President of the Research Council and has chaired the Advanced Research Technique (ART) Forum, a national conference that brings together quantitative researchers from industry and academia. Within the American Statistical Association, he has served as Chair of the Section on Statistics in Marketing.  He has authored over 100 publications that have appeared in leading journals in marketing, statistics and economics. 

Areas of expertise

  • Economic and statistical issues in marketing
  • Bayesian applications in marketing household preferences and sensitivities to marketing activities with limited information
  • Analysis of scanner data, survey response and store-level data
  • Brand preferences
  • Business statistics
  • Econometrics


  • Ph.D., 1988, Graduate School of Business, University of Chicago (Statistics and Marketing). Dissertation Title: "The Identification, Estimation and Testing of Demand Structures."
  • M.B.A., 1986, Graduate School of Business, University of Chicago (Statistics and Behavioral Science).
  • M.S., 1981, Illinois Institute of Technology (Operations Research).
  • B.S., 1978, Ohio Northern University (Mechanical Engineering).