Master of Science in Customer Analytics

David Houghton, PhD

Associate Professor

David Houghton, PhD, MBA, is an Associate Professor of Marketing at Xavier University. He has taught Principles of Marketing, Marketing Management, and Digital Marketing & Analytics. His research interests include storytelling, fantasy sports and sports betting, and public policy. Professor Houghton has a passion for teaching digital marketing and helping both students and working professionals develop the skills needed to build digital careers.

First Year at Xavier





  • PhD Business Administration Marketing (Southern Illinois University Carbondale)
  • MBA Marketing (University of Central Missouri)
  • Bachelors of Music (University of Central Missouri)


  • Houghton, D. M., Nowlin, E. L., & Walker, D. (2019). From fantasy to reality: The role of fantasy sports in sports betting and online gambling. Journal of Public Policy & Marketing, 38(3), 332-353.
  • Houghton, D. M., Schertzer, C., & Beck, S. (2018). The MSCA program: Developing analytic unicorns. Marketing Education Review, 28(1), 41-51.