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Spiegel Research Center recognized for marketing education

Tom Collinger, Ed Malthouse, Lerzan Aksoy
SRC Executive Director Tom Collinger, SRC Research Director Ed Malthouse and Lerzan Aksoy, associate dean of undergraduate studies and professor of marketing at Fordham University School of Business

EVANSTON - The Medill IMC Spiegel Digital & Database Research Center has been awarded the 2017 Education Award by Marketing EDGE for creating a new approach to marketing education that bridges academic theory and the practical skills required in the workplace.

Tom Collinger, the Spiegel Research Center’s executive director, and Ed Malthouse, research director, accepted the award at the 2017 EDGE Awards ceremony June 6 in New York City. 

Malthouse, who has been named Integrated Marketing Communications Teacher of the Year five times, is an expert in applied statistics, market research and media marketing. His research focuses on the intersection of consumers' experience with media, customer value, marketing strategies and interactive marketing technologies.

Collinger and Malthouse were joined at the award ceremony by several former Spiegel student fellows: Yorgos Askalidis, a data scientist Spotify; Ruben Castano, senior digital marketing manager at Vivial; Smriti Khanna, senior analytical lead at Google; and Nandita Vaidyanathan, senior analyst/marketing analytics at OgilvyOne Worldwide.

“The award recognizes the efforts of our researchers, faculty scholars here and abroad, and all our past and present student research fellows, four of whom joined us at the event,” Collinger said. “We’re inspired to step up our efforts even more, linking new forms of customer engagement with brands and enterprises with their financial outcomes.”

The Spiegel Research Center employs mathematics, statistics and psychology to inform effective advertising.

The Spiegel Center was founded in 2011 by a gift from the late Professor Emeritus Edward J. “Ted” Spiegel and his wife, Audrey. It investigates how customer engagement with brands correlates with purchase behavior, with a current focus on consumer behavior in social media and on mobile devices. 

Collinger said being named Educator of the Year fulfills one of the Spiegels’ hopes for their namesake center.

“Ted was active in the Marketing EDGE for many years and served on their board, working to support their mission to ‘Educate, Develop, Grow, and Employ college students in the field of marketing,’” Collinger said. “Their hope was that our research would have an impact among professionals in the marketing and communications field, among academics and, finally, among students.”

Marketing EDGE impacts the lives of thousands of students and shapes the future of the marketing industry though evolving programs designed to meet the changing needs of the marketing profession.

Visit the Spiegel Research Center website and YouTube channel for more information. 

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