about us

Sunil Gupta, President

Sunil Gupta is a co-founder and the President of The EX Group. He is Meyer Feldberg Professor of Business at Columbia Business School. Gupta is the creator of the metrics used by The EX Group to measure marketing ROI and to track the performance and financial value of clients' brands, customer experiences, and customer equity.

Gupta is the co-author of Managing Customers as Investments (Wharton School Publishing, February 2005). The book brings together both customer and financial views of marketing, demonstrating a simple approach to measuring the value of customers, and how to use the results to improve marketing decisions and marketing ROI.

Gupta’s areas of expertise are marketing strategy, pricing, and customer profitability management. Sunil has published extensively in these areas, and his publications have won awards from the Journal of Marketing Research and the International Journal of Research in Marketing and Marketing Science Institute. He serves on the editorial boards of International Journal of Research in Marketing, Journal of Marketing, Journal of Marketing Research, and Marketing Science. He is also an academic trustee of the Marketing Science Institute.

Gupta has taught at Columbia, UCLA, and the Harvard Business School; conducted seminars and consulted with companies worldwide; appeared on CNN, BBC, and PBS; and been quoted in publications including The New York Times, The Financial Times, and The Washington Post.