Marketing Professor Pens Commentary on Targeted Marketing

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Prof. Tim Dewhirst

Dr. Timothy Dewhirst, a professor in the Department of Marketing and Consumer Studies, wrote a commentary for the Toronto Star about targeted marketing campaigns that fail to acknowledge pandemic restrictions.

He noted that algorithms and machine learning are typically used to inform such marketing efforts, but marketers need to do a better job of adapting these systems to ensure they are appropriate to the locales of their recipients and audiences.

Dewhirst is senior research fellow in marketing and public policy in the Gordon S. Lang School of Business and Economics. His research expertise includes sports, arts and entertainment marketing.