Fandom Analytics: Creating and Harnessing Consumer and Cultural Passion
暫譯: 粉絲分析：創造與利用消費者及文化熱情

Michael Lewis is Professor of Marketing and Director of the Emory Marketing Analytics Center at the Goizueta Business School, Emory University (Atlanta, GA, USA). Professor Lewis's work focuses on the intersection of sports analytics and sports marketing. He studies issues ranging from player performance analytics to brand equity in sports. The foundation for Professor Lewis' work is a deep background in statistics and optimization. These tools provide a data-driven approach to measurement and decision-making. This approach makes Professor Lewis a unique expert on fandom as his work addresses the complete process from success on the field to success at the box office. He has published work related to loyalty programs, customer lifetime value, and dynamic pricing in addition to sports topics.

邁克爾·路易斯（Michael Lewis）是美國喬治亞州亞特蘭大的艾默里大學（Emory University）戈伊茲塔商學院（Goizueta Business School）行銷學教授及艾默里行銷分析中心（Emory Marketing Analytics Center）主任。路易斯教授的研究專注於體育分析與體育行銷的交集。他研究的議題涵蓋從球員表現分析到體育品牌價值等各個方面。路易斯教授的工作基礎是深厚的統計學和優化背景。這些工具提供了一種以數據為驅動的測量和決策方法。這種方法使路易斯教授成為粉絲文化的獨特專家，因為他的研究涵蓋了從場上成功到票房成功的完整過程。他除了體育主題外，還發表了與忠誠計畫、顧客終身價值和動態定價相關的研究。