Founded in 1995 and headquartered in State College, Pennsylvania, DecisionPro, Inc. has been at the forefront of analytical marketing and “Marketing Engineering” for nearly three decades. The company provides software products, books and consulting services in the field of analytical marketing, helping students and organizations make better marketing plans, product designs, and business decisions through data-driven insights.
Our Founders
DecisionPro was co-founded by two distinguished scholars from Penn State University who pioneered the field of Marketing Engineering:
Dr. Gary L. Lilien, Distinguished Research Professor Emeritus of Management Science at Penn State, coined the term “Marketing Engineering” to describe a new approach to analytical marketing. He is the author or co-author of twelve books as well as over 100 professional articles in marketing engineering, market segmentation, new product modeling and marketing-mix issues. He is an Inaugural INFORMS Fellow, was honored as Morse Lecturer for INFORMS and also received the Kimball medal for distinguished contributions to the field of operations research. Dr. Lilien is also co-founder and Research Director of the Institute for the Study of Business Markets.
Dr. Arvind Rangaswamy, the Anchel Professor of Marketing at Penn State University, brings exceptional academic credentials with a PhD in marketing from Northwestern University, an MBA from the Indian Institute of Management, Calcutta, and a B.Tech from the Indian Institute of Technology, Madras. Before joining Penn State, he was a faculty member at the J.L. Kellogg Graduate School of Management, Northwestern University, and at the Wharton School, University of Pennsylvania. Dr. Rangaswamy has consulted for leading companies including Abbott Labs, IBM, Pfizer, and Xerox.
Together, our founders have authored the widely-used textbook Marketing Engineering, which serves as a cornerstone resource for business schools worldwide.
Current Leadership
Today, DecisionPro is led by two principals: co-founder Dr. Arvind Rangaswamy and Dr. Arnaud De Bruyn. Dr. De Bruyn is Professor of Marketing at ESSEC Business School (Paris, France) and Associate Dean for the Ph.D. Program. His research and teaching focus on marketing analytics, artificial intelligence, customer relationship management, and direct marketing. Dr. De Bruyn is also a Distinguished Visiting Research Scholar at Penn State’s Institute for the Study of Business Markets and founder of DECISIVE SYSTEM, a European fundraising analytics company. His work has been published in top-tier academic journals including Journal of Marketing Research, Marketing Science, and Management Science, and he has received multiple awards for his research impact. As co-author of the third edition of Principles of Marketing Engineering and Analytics alongside Drs. Lilien and Rangaswamy, Dr. De Bruyn brings fresh perspectives and continued innovation to DecisionPro’s mission of delivering cutting-edge marketing analytics to both academic and business communities.
Our Mission
DecisionPro’s comprehensive collection of leading-edge marketing models provides the know-how and tools to collect the right information and perform analysis to make better marketing plans, better product designs, and better marketing decisions. We serve two primary audiences: marketing managers and analysts in the business world, as well as instructors and students in academia.
Our flagship product, DecisionPro Enginius®, represents the evolution of our original Marketing Engineering for Excel software, offering a modern, web-based platform that delivers powerful marketing analytics to users across all devices. From segmentation and targeting to forecasting, pricing, and customer lifetime value analysis, our tools address the most common marketing challenges faced by organizations today.
Whether you’re looking to strengthen your marketing analytics capabilities or bring cutting-edge analytical tools to the classroom, DecisionPro provides the expertise, resources, and support to help you succeed.