Beth Donnelly Egan is an associate professor of advertising at Syracuse University’s S.I. Newhouse School of Public Communications. As a 25-year veteran of the advertising media industry, she leads the media planning and data and analytics curricula. By forming partnerships with leading companies in the industry, such as The Trade Desk, Amazon and Google, the students earn valuable industry certifications to help launch their careers.
Egan’s research interests include applying machine learning techniques to develop predictive models of television audience retention. These models can be used to optimize ad curation and provide television networks with tools to maximize their revenue models. She is also working on employing psychophysiological research techniques to understand how people perceive branded content implicitly. This research can help inform both the creation and placement of branded content. She is also the author of Media Planning Essentials, the first online, digital-first media planning courseware.
Having led the strategic media planning for Coca Cola, AT&T Mobility, Kraft/Nabisco, Campbell's and L’Oreal Paris, Egan is skilled at providing strategic communications solutions built off of sound business analytics. Her solid understanding of the holistic business situation delivers creative, unique approaches to the marketplace.
Egan is the co-director of the Weiss Center for Social Commerce and co-chair of the IAB’s Inclusion Institute Community and Engagement committee.
She holds a B.S. in advertising from Syracuse University and an MBA from Southern Methodist University.