Paul Farris

About the Author

Paul Farris is a distinguished professor emeritus of marketing at the Darden School of Business, University of Virginia, where he has shaped the minds of future business leaders for decades. With a career spanning academia and industry consulting, Farris specializes in the quantitative aspects of marketing strategy, emphasizing data-driven decision-making to enhance organizational performance. His books demystify complex analytics for practitioners, offering practical tools and real-world applications that bridge theory and practice. A frequent speaker at industry conferences, Farris continues to influence marketing education through his insightful writings and mentorship, helping managers navigate the evolving landscape of performance measurement in a data-rich world.