Lawrence (Larry) Crosby’s 45-year career, spanning both industry and academic positions, has never veered far from data. Currently, he is serving as the chief research scientist on the development of the Drucker Index. From 2013 until 2015, he was Dean of the Peter F. Drucker and Masatoshi Ito Graduate School of Management the Claremont Graduate University. From 2010 to 2013, he served as Dean of the Spears School of Business at Oklahoma State University. Professionally, Larry is a recognized expert on customer engagement and loyalty, writing a quarterly column on that topic for the AMA publication Marketing News. Prior to becoming Dean at OSU, he was the chief loyalty architect of the Customer Experience Practice at global market research company Synovate Ltd. (now part of Ipsos). Before that, he co-founded and served as chairman/CEO of Symmetrics Marketing Corporation, a customer loyalty research and consulting firm. His background also includes being CEO of Walker CSM Worldwide and serving on the faculties of Arizona State University, the University of Michigan and the University of Nebraska. Larry holds PhD, MBA and Bachelor’s degrees from the University of Michigan.