How Ratings and Reviews Influence Sales: Webinar Video

Featured Presenters


Tom Collinger | Executive Director | Northwestern University

Spiegel Digital & Database Research Center, senior director of the Medill Distance Learning Initiative and an associate professor. He is the former associate dean and chairman of the Integrated Marketing Communications program. Tom is a widely recognized expert and speaker in the areas of integrated marketing communications, direct, database and e-commerce marketing management, customer loyalty, customer relationship management and channel integration.

Tom is the president of The TC Group, a marketing strategy consulting firm. Some of his clients have included: Advanta, Wells Fargo Advisors, Discover Card, Doubleclick/Google, Benesse Corp./Japan, Nimblefish, Sony and Walt Disney Attractions. He is an advisor to 4C Insights and a member of the board of directors of SkyZone.

He has been on the editorial advisory board for the Journal of Consumer Marketing, a former senior vice president of Leo Burnett Company and former vice president and general manager of Ogilvy & Mather Direct. He also served as chairman of the board of directors for The Cancer Wellness Center in Northbrook, Illinois.

Tom was named one of Target Magazine’s top 40 “Direct Marketing Professionals under 40” in 1990. He received the Most Inspirational Professor Award for the Medill IMC graduate program in 2004 and the Best Instructor Award in 2006.

Ed Malthouse | Research Director | Northwestern University


Ed is a research fellow at the Media Management Center, a partnership between Medill and Kellogg. His research interests center on media marketing, database marketing, advertising, new media and integrated marketing communications. He develops statistical models and applies them to large data sets of consumer information to help managers make marketing decisions. Ed is also currently the co-editor of “Medill on Media Engagement.”

He was the co-editor of the Journal of Interactive Marketing from 2005-2011. His professional experience includes software engineering for AT&T Laboratories, corporate analytics training for Accenture, BNSF, Digitas, Nuoqi and Capital One, and developing segmentations for Cohorts and Financial Cohorts and Motorola.

Ed is a fantastic teacher and has won several teaching awards, including IMC Teacher of the Year in 2014 and 2010, and the Robert B. Clarke Outstanding Educator Award for Direct Marketing Educational Foundation in 2008. He received best paper for his 2012 publication in “Academy of Indian Marketing.”

He has also been a finalist for best article of the year in the Journal of Service Research twice in the last five years, in 2011 and 2013. Ed received the Walter Award for Research Excellence in 2009, and the Don Kuhn Non-profit Research Grant in 2007.