John Andrew Petersen

J. Andrew Petersen is an Associate Professor of Marketing at Pennsylvania State University's Smeal College of Business, serving as Professor-In-Charge of the Master of Marketing Analytics and Insights program and Associate Director of the Institute for the Study of Business Markets. He holds a Ph.D. in Business Administration (Marketing) from the University of Connecticut and a BA in Economics with Honors (Computer Science) from the University of North Carolina at Chapel Hill.

His research focuses on customer relationship management, customer lifetime value, product return behavior, word-of-mouth valuation, and data-driven marketing strategies. His work bridges theoretical frameworks with practical applications in B2B and consumer markets, emphasizing metrics linking marketing actions to financial outcomes.

Petersen's publications span top-tier journals like the Journal of Marketing and Journal of Marketing Research, with recent work exploring CRM analytics, multichannel attribution models, and the impact of automated systems on customer service. His research agenda emphasizes field experiments and real-world business challenges, particularly in loyalty programs and strategic sales management.

He currently oversees the Master of Marketing Analytics program and collaborates with organizations on applied marketing analytics projects. His teaching focuses on integrating analytical tools with marketing strategy, reflecting his dual role as an academic and industry advisor.