Sports Analytics and Data-Driven Decisions

Margaret "Peggy" Keiper currently serves as a faculty member at the University of Maine Business School, following her impactful tenure as Director of the Sport and Recreation Business Program at the University of Alaska Fairbanks. Her academic journey combines her passion for sports and mathematics with innovative research in sport management education. Her scholarly work has gained significant recognition, particularly in emerging areas such as esports and artificial intelligence in sport management, with her publications on virtual athletes and esports venues being highly cited in the field. Her recent research focuses on innovative educational tools, including groundbreaking work on implementing ChatGPT in sport management education and event planning efficiency. As a researcher and educator, she has contributed significantly to sport analytics curriculum development, digital marketing automation, and psychometric measures in business. Her expertise spans multiple areas including sport marketing, event management, and sales, while her teaching portfolio encompasses both undergraduate and MBA courses with emphasis on quantitative analytics. Beyond academia, she has demonstrated leadership in athletic administration, notably serving as Interim Athletic Director at UAF, bringing practical experience to her academic work. Her innovative approach to education is evidenced by her research on pedagogical tools like Flipgrid in HyFlex learning environments and her contributions to marketing analytics curriculum integration.