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Faculty & Research


David Dubois

Associate Professor of Marketing


Additional Information
Research Areas
  • Digital Consumer Behavior
  • Digital Transformation
  • Data-Driven Marketing
  • Data & Consumer Science
  • Big Data
  • Omnichannel Experience
  • Virality
  • Psychology of Technology
  • Social Influence
  • Brand Management
  • Luxury & Fashion Goods
  • Consumer Advocacy on Social Media
  • Social Media Strategy
Teaching Areas
  • Data-Driven Marketing
  • Digital Analytics
  • Digital Transformation
  • Customer-Centric Strategy
  • Customer Experience Design & Management
  • Digital Influence and Advocacy
  • Social Media Strategy
  • Social Media Analytics
  • Search Analytics
  • Communication & Crisis Management
  • Marketing Management
  • Luxury and Fashion Management


David Dubois (PhD, Kellogg School of Management) is a tenured Associate Professor at INSEAD and one of the world’s leading scholar on data-driven marketing, customer centricity and digital transformation. Through his research and teaching, he helps professionals and organizations to unlock valuable customer insights from advanced data analytics, and to design and implement effective omnichannel strategies. To do so, he focuses on when and how companies can turn insights from digital technologies such as social media, IoT, AI or blockchain into long-term competitive advantages in the marketplace. He also helps business leaders unpack the steps they need to take to transform their organization and create long-term customer value from data analytics. David is also a global expert on luxury and fashion brand management.

David’s work on digital consumer behavior, analytics-driven customer insights, social influence, social media behavior, word-of-mouth and luxury consumption has appeared in top journals such as Nature Communications, Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Harvard Business Review, Journal of Personality and Social Psychology or Psychological Science and is regularly featured in outlets such as The Financial Times, The Economist, The Wall Street Journal, Forbes, Bloomberg, CNN, NPR, BBC, Time Magazine and Le Monde, among others. He has served as an associate editor for the Journal of Consumer Research and an editorial review board member for Recherche et Applications en Marketing.

David’s most recent book, France in the eyes of Google: How “Big” search data reveals the fabric of a country: its beliefs, fears, preferences and potential (2022) combines locally aggregated search data with established social, economic and political indicators to offer fresh insights on contemporary France, as if it was a person: what does she feel? What kind of media does she consume? How did she react to the pandemic? How is she seen abroad? The book introduces a new free analytic tool that leverages search maps to generate behavioral insights spanning consumption, health, politics and public policy.

At INSEAD, David is the co-director of the Leading Digital Marketing Strategy Programme (on campus and online) and the Driving Digital Marketing Strategy Programme (online). He has designed, directed and delivered dozens of executive education programs or workshops for companies such as Google, Cartier, Moët Hennessy, Diageo Reserve, l'Oréal Paris, Pernod Ricard, Silversea Cruises, Ferrero, Adecco, Celgene, Sanofi, Abbvie, Biogen, Grünenthal, Takeda, Mizuho, Ajinomoto, Nitto Denko, HDFC Life, Hewlett Packard Enterprise and teaches in several of INSEAD’s flagship executive education programs. He has also launched and teaches MBA electives on (1) Digital and Social Media Strategy and (2) Value Creation in Luxury and Fashion.

A passionate educator, David has developed many pedagogical tools on data-driven marketing, customer centricity and digital transformation. He was in among the top 40 bestselling case authors worldwide in 2018 and 2019. He won the 2017 and 2018 best marketing case awards by the Case Center for his work on L'Oréal Paris’ big data and analytics strategy and the customer experience makeover at AccorHotels. He also won the 2019 EFMD case competition for his case on Air Liquide’s customer-centric digital transformation. David regularly accompanies business leaders in the digitalization of their organisations and is involved in selected business analytics and insights generation ventures.

A global citizen, David grew up in France and has lived in the USA (Chicago), Japan and Singapore.

Case Studies