Dr. Tuten is a leading qualitative research methodologist and marketing strategist with deep expertise in the tech industry. Her adept command of qualitative techniques, including Jobs-To-Be-Done, means-end chaining, buyer journey methods, customer experience, and positioning and message testing, has been a cornerstone of success for some of the world’s top technology brands, including Dell, Adobe, VMware, HPE, Intuit, and AMD. With a PhD in marketing, Tracy complements her research findings with insights into marketing strategy that ensure the research results are actionable and relevant.

During her tenure in academia, Tracy published over 50 peer-reviewed articles in top journals like Psychology & Marketing, the Journal of Business Research, and Industrial Marketing Management, covering diverse domains such as research methodology, consumer behavior, branding, and social media marketing. A two-time Fulbright Scholar, Dr. Tuten shared her expertise with universities in Korea and Argentina. She has also earned numerous awards including the O’Hare Leadership Award in Direct & Interactive Marketing and Social Media Master for Ad:Tech.

As an author, Dr. Tuten penned the world’s leading textbook on social media marketing, published by Sage Publications. Social Media Marketing, now in its 5th edition, was recognized with the prestigious TAA’s Textbook Excellence Award. Other books she has published feature such topics as digital advertising, biographical insights into industry’s advertising luminaries, and e-commerce. Tracy has a PhD in Marketing from Virginia Commonwealth University and completed three degrees at East Carolina University, that include an MBA, a BS in Finance & a BA in Marketing.