Peking Tan

Peking Tan, incumbent dean of Miaozhen Academy of Marketing Science, is fully responsible for the basic theory, application and innovation research of marketing science, promoting the knowledge accumulation, industry promotion and application development of marketing science achievements.

With almost 20 years of experience in market research and more than 15 years of experience in insight and product development, Peking Tan is a practical marketing insight scholar and expert in the marketing industry who conducts research in both biology and psychology, and is proficient in neuroscience, fusion of big and small data, and attribution analysis model.

Before serving as the dean of the Miaozhen Academy of Marketing Science, he was a product partner of Miaozhen Systems, the founder of Xinsight Technology, and the head of the R&D system in China of Millward Brown, the market research arm of WPP, the world's largest communications services group. During that time, he developed the digital advertising measurement standard iGRP and the cross-screen budget allocation system MixReach, and established the “most valuable Chinese brand” evaluation system for BrandZ.

Research in marketing science is what Peking Tan believes in and pursues. As one of the first industry experts to advocate marketing science in China, he is committed to promoting scientization of marketing service. In 2016, he participated in the organization and establishment of Miaozhen Academy of Marketing Science, a marketing science research institute serving China’s marketing ecosystem. He is the author of the Report on Internet Advertising Development in China (2019) and the Report on Internet Marketing Development in China (2020), and translated The Global Brand and the Grow: How Ideals Power Growth and Profit at the World's Greatest Companies.

Peking Tan graduated from Tsinghua University with a bachelor's degree in biological science and technology, and the Institute of Psychology, Chinese Academy of Sciences with a master's degree in psychology.