Chris J. Vargo

analytics, digital advertising, and advanced research methodologies. With expertise in data mining, machine learning, network analysis, and predictive analytics, he employs computer science methods to investigate social media data through the lens of communication, psychology, and political science theories. He teaches undergraduate and graduate courses, including Advertising Analytics and Marketing Analytics, while directing the CMCI/Leeds Marketing and Business Analytics partnership to enhance students' quantitative analytical skills and industry readiness.Dr. Vargo's research focuses on agenda-setting theory in new media landscapes and electronic word-of-mouth (eWOM) on social media. He has published in leading journals like the Journal of Communication and New Media & Society and currently serves as Editor of The Agenda Setting Journal. Holding advanced degrees in Advertising and Public Relations, his industry experience spans public relations and digital marketing roles at Sony BMG Music, Porter Novelli, and Fox/DreamWorks, alongside IT expertise. His contributions bridge academia and industry, equipping students with critical, in-demand skill sets.