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 Lisa Farman (Barnard) Strategic Communication Lisa Farman (Barnard)
Online behavioral advertising, tailored content, personalization, targeting, use of personal data

Overview

Lisa Farman (Barnard) is an expert includes online behavioral advertising, tailored content, personalization and targeting, and personal data usage.

Farman conducts research centered on the intersection of media effects, advertising and technology, and her dissertation focused on behaviorally targeted ads on Facebook. Her research has been published in the International Journal of Communication, the Journal of Broadcasting and Electronic Media, Entertainment Computing and The Journal of Psychology. She has presented her research at regional, national and international conferences, where she has received three top paper awards.

Before entering academia, Farman held several positions in the advertising industry. At Smiley360, she executed social media campaigns for popular consumer brands such as Country Crock, Schick, Staples and Florida's Natural Orange Juice. As an account supervisor on the IBM worldwide team at the advertising agency Ogilvy & Mather, she led advertising and direct marketing campaigns, managed clients and teams across six continents, and contributed to the development of the "Smarter Planet" campaign. She also worked at Market Maker Interactive, a web design agency, as a web copy writer and client manager for both consumer and business-to-business brands.

Farman has taught courses on Media Planning and Research & Statistics for Strategic Communication.

Research Focus

  • Advertising
  • Online behavioral advertising
  • Personalization and targeting
  • Personal data usage

Quote

“Marketers have made blanket assumptions that the more data we have, the more we should use. But just because we have that information, it doesn’t mean you should just go ahead and use it all the time in all cases.”

Mentions in the Media

Faculty Page for Lisa Farman (Barnard)

Education

University North Carolina at Chapel Hill
Ph.D., Mass Communication, 2014

Syracuse University
M.A., Arts Journalism, 2006

St. Bonaventure University
B.A., Journalism and Mass Communication, 2005

Oxford University
Francis E. Kelly Program, 2002