Biography

Mike Lewis’s work focuses on the intersection of sports analytics and sports marketing. He studies issues ranging from player performance analytics to brand equity in sports. This approach makes Professor Lewis a unique expert on fandom as his work addresses the complete process from success on the field to success at the box office. Representative research topics include Competitive Balance, Generation Z Fandom, Performance Analytics, Salary Market Inefficiencies, Athlete Star Power, Esports, and Influencer Marketing. He also spends an excessive amount of time thinking about team names and mascots. His sports analytics content can be heard at the Fanalytics with Mike Lewis podcast.

The foundation for Professor Lewis’ work is a deep background in statistics and optimization. These tools provide a data-driven approach to measurement and decision-making. He has published work related to loyalty programs, customer lifetime value, and dynamic pricing in addition to sports topics.

Professor Lewis’ background includes a Ph.D. from Northwestern University, an MBA from the University of Chicago, and engineering degrees from the University of Illinois. He has published in outlets such as the Journal of Marketing Research, Marketing Science, Management Science, the Journal of Marketing, and the New York Times.

He can be reached at mike.lewis@emory.edu or www.fandomanalytics.com.

Education

  • PhD in Marketing
    Kellogg Graduate School of Management, Northwestern University
  • MBA in Marketing and Finance
    Graduate School of Business, University of Chicago
  • MS in Industrial Engineering and Operations Research
    College of Engineering, University of Illinois, Urbana
  • BS in Industrial Engineering
    College of Engineering, University of Illinois, Urbana

Key Policy Considerations for Reducing Public Consumption of Vice Products

American Marketing Association
November 25, 2025
2021

While the goal of marketing is usually to boost purchase rates and strengthen relationships between consumers and brands, counter-marketing is an increasingly common strategy for reducing the consumption of “vice” goods such as cigarettes ...

Enduring effects of goal achievement and failure within customer loyalty programs: A large-scale field experiment

Marketing Science
November 25, 2025
2016

This research investigates whether there are enduring effects of goal achievement and failure within customer loyalty promotion programs. We collaborated with a major hotel chain to launch a large scale field experiment involving 95,532 existing loyalty customers ...

Incorporating dynamics in customer lifetime value models

Handbook of Research on Customer Equity in Marketing
November 25, 2025
2015

Over the past two decades the marketing literature has increasingly adopted the perspective that customer relationships should be viewed and managed as economically valuable assets...

An exploratory analysis of cigarette price premium, market share and consumer loyalty in relation to continued consumption versus cessation in a national US panel

BMJ Open
November 25, 2025
2015

Brand equity and consumer loyalty play a role in continued purchasing behaviour; however, this research has largely focused on non-addictive products without counter-marketing tactics. We examined the impact of brand equity ...

The Unintended Consequences of Countermarketing Strategies: How Particular Antismoking Measures May Shift Consumers to More Dangerous Cigarettes

Marketing Science
November 25, 2025
2015

Countermarketing, or efforts to reduce consumption of certain products, has become common in categories such as tobacco, junk food, fossil fuels, and furs. Countermarketing has a particularly long history in the tobacco industry. Efforts to reduce smoking have ...

Customer portfolio composition and customer equity feedback effects: Student diversity and acquisition in educational communities

Marketing Letters
November 25, 2025
2013

Researchers in marketing have long recognized that current populations of customers can influence the behavior of prospective customers. This paper draws on existing marketing theories to empirically examine how changes in student body ...