DAVID A. SCHWEIDEL is Associate Professor of Marketing and Co-Director of Emory Marketing Analytics Center (EmoryMAC) at the Goizueta Business School of Emory University. He was previously a member of the faculty at the Wisconsin School of Business, University of Wisconsin-Madison. His research has focused on developing statistical models to guide customer relationship management activities; and the use of social media for marketing intelligence. He co-authored Social Media Intelligence, and has written numerous articles in leading marketing journals. He holds a Ph.D. in marketing from The Wharton School of the University of Pennsylvania.