JoAnn M Sciarrino
JoAnn Sciarrino is the Jim & Mary Pat Nelson Chair in B2B Analytics and Co-Director of the Nelson Center for Brand & Demand Analytics in Moody College at The University of Texas at Austin. Sciarrino is the former Director and Isabella Cunningham Chair in Advertising at the Stan Richards School of Advertising & Public Relations. Sciarrino is an advertising and marketing practitioner and scholar with research interests in brand & advertising strategy, brand & advertising analytics and brand attachment. Prior to joining the University of Texas at Austin, Sciarrino was the Knight Chair in Digital Advertising and Marketing at the University of North Carolina Chapel Hill, where she taught courses in digital marketing and market intelligence to undergraduate, graduate and M.B.A students. In 2016, Sciarrino received the University of North Carolina Tanner Award, which recognizes excellence in inspirational teaching.
Sciarrino's research has appeared in various academic journals, including Journal of Marketing Theory and Practice, Journal of Brand Strategy and the Journal of Digital and Social Media Marketing. Sciarrino is co-author of the book The Strategic Digital Media Entrepreneur, which was published by Wiley Blackwell, and is currently authoring a second book on advertising intelligence to be released by Routledge. Sciarrino is a frequent invited speaker, including the Association of National Advertisers, the Advertising Research Foundation and Content Marketing World.
Prior to academia, Sciarrino served as executive vice president for BBDO North America for 12 years, where she provided research, analytics and modeling solutions for more than 30 global brands, including AT&T, Starbucks, Hyatt, FedEx, and L'Oreal.
Currently, Sciarrino is working on a summary of how B2B organizations can treat sales representative activity (from SFA systems) similarly to media channels in Marketing Mix Models. She is also currently working on a structural equation model to measure effectiveness of micro documentary creative elements in retail.