John Deighton

John Deighton

Visiting Scholar

Harvard Business School
Soldiers Field Road 
Boston, MA 02163


John is Baker Foundation Professor of Business Administration at Harvard Business School. He is an authority on consumer behaviour and marketing, with a focus on digital, direct and data-driven marketing.

His recent research includes the monograph, 'The Value of Data: Consequences for Insight, Innovation, and Efficiency in the U.S. Economy,' published by the DMA 2016, and articles that include 'Adding Bricks to Clicks: The Effects of Store Openings on Sales Through Direct Channels,' published in the Journal of Marketing, and 'Interactivity's Unanticipated Consequences for Marketers and Marketing,' in Journal of Interactive Marketing.

Recent case studies include Oracle: Targeting the CMO, Managing Data at Allstate, WPP: From Mad Men to Math Men, and Target Stores: The Hunt for Unvolunteered Truths. See also his Twitter feed @HBSmktg. 

He is a past editor of the Journal of Consumer Research and the Journal of Interactive Marketing. He has served as the Executive Director of the Marketing Science Institute and is currently a Director of the Berkman Center for Internet and Society at Harvard University.  

John teaches 'Big Data in Marketing' on the MBA.