The Center for Narrative Awareness (CENTNA) exists to help improve people’s critical thinking and self-awareness as they move through a world of media-based narratives that seek to shape their perceptions and behaviors as citizens and consumers.

Scot WheelerCENTNA was founded by Scot Wheeler. Scot has worked in marketing technology and analytics for over a decade, so was part of the first group to learn about Facebook and Twitter back-end access, and all the data about people that could come from them. Over the last decade, Scot has used data to help acquire and convert consumers through every marketing channel; from online video and streaming audio, to search and display advertising, to mobile sites, apps and e-commerce. 

As Scot has worked within the evolution of data-driven communications, he’s also shared what he’s learned. He developed and taught a course on Digital Analytics for the Integrated Marketing Communications Master’s program at Northwestern University from 2012 – 2017, and wrote a book called Architecting Experience, which just had its second edition published this year.

Scot received his MBA from Northwestern University’s Kellogg School of Management with concentrations in Strategy, Finance and Marketing. His professional background involves hands-on management and delivery across products and services in technology, data, analytics and e-commerce. From his start in software development, Scot’s 20+ years of experience at the intersection of technology and marketing includes work with Yahoo!, HP, Electronic Arts, AT&T, MasterCard, State Farm, USAA, Progressive, Conagra, Unilever, Peapod/Ahold and adidas.

Scot has over two decades of experience overseeing teams in developing consumer intelligence and audience insights, planning cross-channel consumer experience and delivering performance evaluation, prospect conversion propensity scoring, environmental trend analysis, testing, targeting and optimization, and predictive modeling for budget allocation and response forecasts.