Umut Konuş is Associate Professor of Marketing Analytics and Digital Business at the Amsterdam Business School-University of Amsterdam. He received his PhD in the field of Marketing Models and Analytics at the University of Groningen in 2010. His dissertation received the award of best PhD Dissertation in e-Marketing, e-commerce, mobile, cross channel and innovation in distance selling and awarded with the Golden Cube by the French Direct Marketing Association in October 2010. Umut’s work also received the Best Paper Award in Media Planning and Research, ANZMAC Conference (Ehrenberg-Bass Institute) 2012, Australia. His current research interests include: marketing intelligence and analytics, model based customer segmentation, online and mobile customer engagement, customer journey analytics, path-to-purchase, marketing-media mix, ROMI attribution models, micro-moments, omni-channel and cross-channel management, customer adoption of new channels and products. His research has appeared in journals including Harvard Business Review, Journal of Retailing, Journal of Interactive Marketing, International Journal of Research in Marketing and International Journal of Electronic Commerce and Direct Marketing and he serves as Associate Editor of the Business Research Quarterly since 2017. Apart from his academic research, he currently coordinates, develops and teaches courses in the field of Digital Marketing Analytics at the Amsterdam Business School. Dr. Konus has worked as marketing modeling & analytics consultant at many academic and corporate projects in Turkey, UK, France and the Netherlands while doing so, he has enjoyed using his expertize for various industries such as FMCG, mobile telecom, fashion and apparel, banking, insurance, automotive and e-commerce.