New Center Focuses On Digital Marketing

Lehigh Business is launching the Center for Digital Marketing Strategy and Analytics to implement revolutionary approaches to big data, AI, cloud computing and the Internet of Things.

Digital marketing analytics is the translation of customer activities into actionable data that can be used to create strategies to influence customer decision making.

The new Center will be a hub for research and applied knowledge; provide a platform to encourage dialogue among academics and the business community; and involve all disciplines represented by Lehigh Business.

The director of the Center is Eric Fang, professor of marketing, who joined Lehigh Business in 2020 as the Iacocca Chair.