Dmitry Krass is a Professor of Operations Management and Statistics at Rotman. Obtaining his Ph.D. in Operations Research from Johns Hopkins University, he joined the School in 1989. He consults extensively in the areas of Predictive Analytics, Optimization of Marketing Communications and Operational Effectiveness. His research and teaching interests include facility location models, transportation, reliability and inventory location modeling and humanitarian logistics. He is also interested in environmental modeling, including regulation of pollution fines, marketing mix management and optimization, and predictive/ prescriptive analytics using “big data” and other tools in business decision making.