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Greg M. Allenby

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

Contact Information
540A Fisher Hall
2100 Neil Avenue
Columbus, OH 43210
Telephone: (614) 292-9452
Fax: (614) 292-0879

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).



Professor Allenby's research focuses on the development and application of Bayesian statistical methods in marketing. His research deals with quantifying aspects of consumer behavior using data routinely collected by most organizations, and, more recently, its relationship to behavior prior to the purchase, outside the marketplace. These insights are used to develop new approaches to market definition and market segmentation, and to improve product development, pricing, promotion and targeting activities.

He is a Fellow of the American Statistical Association, and is co-author of Bayesian Statistics and Marketing, published by John Wiley & Sons (2005). Greg is an Associate Editor for Marketing Science, the Journal of Marketing Research, the Journal of Business and Economic Statistics, and Quantitative Marketing and Economics. He is also on the editorial board of Marketing Letters. Within the American Marketing Association, Greg has served as Vice President of the Research Council and 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 numerous publications that have appeared in leading marketing and statistics journals.