Avi Goldfarb is the Ellison Professor of Marketing at the Rotman School of Management, University of Toronto. He teaches courses on data, marketing, and digitization. Professor Goldfarb’s research focuses on understanding the opportunities and challenges of the digital economy and has been funded by Google, Industry Canada, Bell Canada, AIMIA, SSHRC, and others. Professor Goldfarb received his Ph.D. in economics from Northwestern University. He is Chief Data Scientist of the Creative Destruction Lab, Senior Editor at Marketing Science, and a Research Associate at the National Bureau of Economic Research.