Edward Bentrott

Dr. Edward Bentrott is a Lecturer in the Marketing Discipline Group at the University of Technology Sydney (UTS). He specializes in data science, machine learning, and their applications in marketing. He holds a PhD in Marketing from UTS, an MA in Economics from the University of Iowa, and a BA in Political Theory from UC Berkeley. His research focuses on choice modeling, non-parametric analytics, and fraud detection, with notable contributions to marketing mix optimization and discrete choice methods.

Dr. Bentrott has over 25 years of experience in machine learning, including pioneering work on the commercial implementation of random forests algorithms. He has consulted for organizations like CommBank, Optus, and Starbucks, applying statistical techniques to solve business challenges. He is a co-author of the textbook Marketing 6e and a member of UTS’s Centre for Business Intelligence and Data Analytics (BIDA).

Teaching awards include recognition for postgraduate instruction and coordinating large undergraduate courses. He currently teaches subjects such as Marketing Foundations, Analytical Techniques for Decision Making, and Economics for Management. His leadership roles include co-founding UTS’s Business Analytics postgraduate program and contributing to initiatives like providing individualized feedback to first-year students.

Recent research includes a 2022-2025 grant exploring green infrastructure benefits in residential homes. His service contributions include presenting at the University of Technology Sydney on pedagogical strategies.