Othman BOUJENA, is an Associate Professor of Marketing at Neoma Business School. He holds a PhD from Aix-Marseille University (IAE Graduate School of Management). He teaches CRM, Big Data and AI, Digital Disruption, and Marketing Intelligence in initial and continuing education. His research interests focus on CRM, Sales Force Automation and consumer behavior. He has been a research visiting scholar at NYU Stern School of Business and Georgia State University.  He is author/coauthor of several papers in international conferences and journals like Journal of Retailing and Consumer Services, Electronic Markets or Journal of Personal Selling and Sales Management. He also contributed to many books on value creation, customer and data centricity or products’ accumulation behavior. He was the head of the research center for Markets, Brands & Experiences, the scientific coordinator for launching the Advanced Master in Marketing and Data Analytics and the responsible of the Major in Marketing (PGE). He is regularly a guest speaker on CRM, digital and social media dynamics and customer experience in many executive conferences and workshops.