Farhad Nikhashemi

S.R. Nikhashemi is a Senior Lecturer in Digital Marketing and Analytics in the Department of Marketing at Oxford Brookes Business School, Oxford, UK. He is also a Senior Advisor in data-driven decision-making and analytics strategy, supporting organisations and executives in applying analytical approaches to make better decisions. His current research focuses on AI-enabled consumer behaviour, augmented reality (AR), digital marketing, and big data analytics. His research employs applied analytical methods that draw on both structured and unstructured data, using supervised and unsupervised machine learning techniques. He has published in peer-reviewed journals, including Psychology & Marketing, European Journal of Marketing, Journal of Retailing and Consumer Services, International Journal of Contemporary Hospitality Management, and Journal of Enterprise Information Management, among others.

Dr Farhad Nikhashemi’s workshop will focus on big data analysis, specifically exploring ‘From Unstructured Data (Text/Social Media Reviews) to Predictions: Unleashing the Power of Unsupervised Machine Learning for Predictive Modelling.”