Francisco Villarroel Ordenes (Ph.D. in marketing, Maastricht University) is an Assistant Professor of Marketing at LUISS Guido Carli University, where he teaches Business and Marketing Analytics, and Marketing Metrics. Previously, he was an Assistant Professor of Marketing at the University of Massachusetts Amherst and a brand manager for the Chilean Export Promotion Bureau. His research revolves around the themes of marketing analytics, social media marketing, and customer experience, and it has been published in leading journals including Journal of Consumer Research, Journal of Service Research, Journal of Retailing, and Journal of Advertising. He currently serves on the editorial review boards of the Journal of Retailing and the Journal of Service Research.