Dr. Abhishek Shashikant Nayak is the current Director of the Master of Business Analytics Program at EGADE Business School in Mexico. With a Ph.D. in Marketing from IE Business School in Madrid, Spain, he has extensive knowledge and experience in user-generated content analysis, online brand monitoring, and data-driven decision making. Dr. Abhishek has also founded a Digital Growth Accelerator called Arbalest Learning in Amsterdam, where he helped SMEs and startups implement their digital growth strategy. With over 2000+ hours of teaching experience in 6 countries and 10 institutions, he has been a visiting faculty at various universities in Spain, Netherlands, Colombia, India, Peru, and Mexico. Dr. Abhishek expertise lies in the interaction of two related domains: digital marketing and data analytics.