Chris J. Vargo, Ph.D. – Associate Professor of Advertising


I’m a computational social scientist at the University of Colorado Boulder in the Advertising, Public Relations and Media Design Department. My research focuses on agenda-setting theory and a host of computational methods, including machine learning, data mining and network analysis. I’m interested in building tools to detect specific types of online behavior. For my recent articles see the Publications section of this site, or visit my Google Scholar.


I teach the application of data science-related tools in digital advertising.

What does that look like? Here’s a lecture is taken from “Advanced Advertising Analytics” a required course for all marketing students enrolled in our Master of Science in Business Analytics (MSBA) program. This course tackles advanced advertising and marketing analytics through three advanced methods aimed at solving these problems: time series analysis, topic modeling via unsupervised machine learning, and network analysis. Here’s a conceptual lecture on network analysis as it pertains to marketing analytics.