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Associate Professor in Digital and Data Science, Audencia

Ronnie's research and consultation experience is embedded in understanding consumer behaviour in digital age, exploring the use and application of machine learning and big data for automation. Ronnie has taught across various universities in the UK, and particularly engaged in helping SME’s to develop and adopt competitive digital strategies.

Ronnie is an avid football lover and lifelong Liverpool fan. He has been combining his research expertise and data analytics skills to study transforming management practice in English football. He has closely studied the Klopp era in Liverpool as an auto ethnographer for over a decade. And he has gathered and analysed archive of historic data focusing on transforming managerial practice at Liverpool FC since the Shankly era.

Ronnie has also gained technical football analytics knowledge by attending courses offered by Barcelona Academy. Beside Liverpool, Ronnie successfully predicted the football World Cup 2022 outcome using 150 years of Big Data. His work was highlighted by the Conversation and BBC World.

He also appeared in BBC World interviews in multiple occasions to share his football expertise. And Ronnie is working to bid for UEFA funding to better understand modern day football fan engagement phenomenon.


  • –present
    Lecturer in Digital & Data Analytics, Newcastle University


    University of Strathclyde, PhD