John F. (Jeff) Tanner, Jr.
John F. (Jeff) Tanner, Jr., Professor of Marketing at Baylor University, is the Director of Baylor’s Innovative Business Collaboratory, a collaborative field laboratory conducting actionable research in partnership with organizations such as Cabela’s, Teradata, Viverae and Splunk. A scholar and consultant in the areas of marketing strategy and customer relationship management, he has published over 70 articles in leading marketing journals. Jeff has also published 15 books, including “Analytics and Dynamic Customer Strategy: Big Profits from Big Data” (Aug 2014). Jeff has taught and consulted in the area of marketing performance and customer strategy with executives in India, France, Canada, Mexico, Ireland, Switzerland, Australia, Colombia, Malawi and Trinidad. He has testified as an expert witness in cases involving consumer confusion, trade shows and exhibitions, and sales issues. Jeff and his wife own and operate a thoroughbred breeding and racing operation.
