Scott A. Neslin is the Albert Wesley Frey Professor of Marketing at the Tuck School of Business, Dartmouth College. He has been a visiting scholar at the Yale School of Management, the Fuqua School of Business, and Columbia Business School. Professor Neslin’s expertise is in the fields of customer relationship management, measurement of marketing effectiveness, sales promotion, and advertising. He has published several papers on these topics in leading academic journals. He is co-author with Robert C. Blattberg and Byung-Do Kim of the book, Database Marketing: Analyzing and Managing Customers, co-authors with Robert C. Blattberg of the book, Sales Promotion: Concepts, Methods, and Strategies, and author of the Marketing Science Institute monograph, Sales Promotion. Professor Neslin has served as President of the INFORMS Society for Marketing Science (ISMS) and is an ISMS Fellow.