Dr Elena Fitkov-Norris
Faculties, departments and locations
- Faculty of Business and Social Sciences
- Department of Accounting, Finance and Informatics
- ΢ÃÜȦ Business School
- ΢ÃÜȦ Hill
Associate Professor in Data Science and AI
- Email:
- [email protected]
About
I am an Associate Professor in Data Science and AI at the Department of Accounting, Finance and Informatics at ΢ÃÜȦ Business School.
My research work focuses on the use of AI in data-driven decision making and the practices and advanced techniques (e.g. causal reasoning, machine learning) that can be used to predict and evaluate the impact from interventions. On these themes I have worked on a number of projects, further enhancing my data analytics skills in trying to model and predict customer behaviour (in the context of repeat movie going) and assessed the impact of context on students' learning preferences.
I am currently looking into causal AI and its potential to minimise confounding bias in observational data as well as a tool for enhancing corporate foresight and innovation.
Qualifications
- BSc in Mathematics and Management, King's College London
- MSc in Information Technology, University College London
- PhD in Electronic and Electrical Engineering, University College London
- Postgraduate Certificate in Higher Education, ΢ÃÜȦ, London
- Senior Fellow of the Higher Education Academy (SFHEA)
Domains
I am currently responsible for leading and supporting the Data Science and AI provision at ΢ÃÜȦ Business School across a wide range of UG and PG programmes of study. I recently led the design and development of a brand-new MSc in Business Analytics to support students from diverse backgrounds wishing to pursue a career in data science.
Qualifications
- 2023 Tableau Academic Ambassador: • Selected to join a global community of data experts as one of 33 instructors to serve as a Tableau champion in higher education
Courses taught
Currently, I am looking into the potential of causal AI as a tool for removing observational data bias and boosting the accuracy of machine learning as a support tool for more-effective human decision making and corporate foresight.
My current project in collaboration with Nataliya Kocheva, Beyond the Crystal Ball: Evaluating the Power of Causal AI to Support Strategic Foresight is supported by a QR Pump Priming Grant and focuses on exploring the potential of Causal AI to support strategic decision making and foresight in the context of business. The project aims to develop a data-driven causal AI model using historical panel data to test the effectiveness of Causal AI as a tool for scenario building to support long-term strategic decision making.
Qualifications
- Evaluator for the European Commission's “Future and Emerging Technologies (FET) Open Scheme
Specialisms
- causal AI
- machine learning
- decisions making
- corporate foresight
Scholarly affiliations
- Member of the Institute of Engineering and Technology
- Member of the Operational Research Society
I supported the University's Town House Strategy, acting as Town House Fellow in Diversification and Growth and took the lead in the design and implementation of a cross disciplinary MBA in Cyber for Business Leaders, a collaboration between the Faculty of Engineering, Computing and the Environment and the faculty of Business and Social Sciences.
Publications
Not seeing the wood for the trees : influences on random forest accuracy
Hand, Christopher and Fitkov-Norris, Elena, 2024, International Journal of Market Research
Are learning preferences really a myth? Exploring the mapping between study approaches and mode of learning preferences
Fitkov-Norris, Elena and Yeghiazarian, Ara, 2021, ACTA IMEKO (10), 2, pp 185-190
Is context the hidden spanner in the works of educational measurement : exploring the impact of context on mode of learning preferences
Fitkov-Norris, Elena and Yeghiazarian, Ara, 2019, Journal of Physics : Conference Series (1379), 1, pp 12007
Use of measurement theory for operationalization and quantification of psychological constructs in systems dynamics modelling
Fitkov-Norris, Elena and Yeghiazarian, Ara, 2016, Journal of Physics: Conference Series (772), 1, pp 12023
Evaluating the impact of a Quasi-ipsative scoring approach on the scoring of a VARK style questionnaire
Fitkov-Norris, E and Yeghiazarian, A, 2016, Journal of Physics : Conference Series (772), 1, pp 12013
Validation of VARK learning modalities questionnaire using Rasch analysis
Fitkov-Norris, E D and Yeghiazarian, A, 2015, Journal of Physics: Conference Series (588), 1, pp 12048
Measuring study habits in Higher Education : the way forward?
Fitkov-Norris, E D and Yeghiazarian, A, 2013, Journal of Physics : Conference Series (459), 1, pp 12022
Leveraging AI for strategic foresight : unveiling future horizons
Fitkov-Norris, Elena and Kocheva, Nataliya (2025). In: Crawford, Megan M., (eds.) and Wright, George, (eds.), Improving and enhancing scenario planning : futures thinking. Cheltenham, U.K.: Edward Elgar Publishing, pp 285-304
Online formative assessment: does it add up to better performance in quantitative modules?
Fitkov-Norris, Elena and Lees, Becky (2015). In: Mendy, John, (eds.) and Geringer, Susan D., (eds.), Leading issues in business research methods. Reading, U.K.: Academic Conferences and Publishing International Limited, pp 101-114
Measuring the relationship between study habits and preferred learning style in higher education
Fitkov-Norris, Elena and Yeghiazarian, Ara (2014). 2014 Frontiers in Education Conference Proceedings. IEEE, pp 1323-1326
Impact of sampling on neural network classification performance in the context of repeat movie viewing
Fitkov-Norris, Elena and Folorunso, Sakinat Oluwabukonla (2013). In: Iliadis, Lazaros, (eds.), Papadopoulos, Harris, (eds.) and Jayne, Chrisina, (eds.), Engineering Applications of Neural Networks: 14th International Conference, EANN 2013, Halkidiki, Greece, September 13-16, 2013 Proceedings, Part I. Springer-Verlag Berlin Heidelberg, pp 213-222
Assessing the learning style preferences postgraduate general business management students using VARK
Fitkov-Norris, Elena and Yeghiazarian, Ara (2013). In: Mesquita, Anabela, (eds.) and Ramos, Isabel, (eds.), Proceedings of the 12th European Conference on Research Methodology for Business and Management Studies. Reading, U.K.: Academic Conferences and Publishing International Ltd, pp 144-152
Evaluating the impact of categorical data encoding and scaling on neural network classification performance: the case of repeat consumption of identical cultural goods
Fitkov-Norris, Elena, Vahid, Samireh and Hand, Chris (2012). In: Jayne, Chrisina, (eds.), Yue, Shigang, (eds.) and Iliadis, Lazaros S., (eds.), Engineering Applications of Neural Networks: 13th International Conference, EANN 2012, London, UK, September 2012, Proceedings. London, U.K.: Springer, pp 343-352
Online formative assessment: does it add up to better performance in quantitative modules?
Fitkov-Norris, Elena and Lees, Bekcy (2012). In: McClean, Rachel, (ed.), Proceedings of the 11th European Conference on Research Methods. Reading, U.K.: Academic Publishing International Limited, pp 115-121
Control theory approach for implementation of dynamic pricing in mobile cellular networks
Fitkov-Norris, Elena (2004). In: IEE Communication Networks and Services Professional Network, (ed.), Telecommunications Quality of Services: The Business of Success. Stevenage, U.K.: IEE Communication Networks and Services Professional Network, pp 160-164
Dynamic pricing in cellular networks, a mobility model with a provider-oriented approach
Fitkov-Norris, E.D. and Khanifar, A. (2001). In: Institution of Electrical Engineers, (ed.), Second International Conference on 3G Mobile Communication Technologies. London, U.K.: Institution of Electrical Engineers, pp 63-67
Dynamic pricing in mobile communication systems
Fitkov-Norris, E.D. and Khanifar, A. (2000). In: Institution of Electric Engineers, (ed.), First International Conference on 3G Mobile Communication Technologies. London, U.K.: Institution of Electric Engineers, pp 416-420
Literature overview of approaches for enterprise-wide modelling, simulation and optimisation
Fitkov-Norris, Elena (2010). ΢ÃÜȦ upon Thames, U.K.: (΢ÃÜȦ Business School, ΢ÃÜȦ)
Beyond the crystal ball : unveiling the power of causal and generative AI for strategic foresight
Fitkov-Norris, Elena and Kocheva, Nataliya(2024). In: OR 2024 : Data, Learning, and Optimization, 3-6 Sept 2024 :Munich, Germany
From laborious to lucid : best practice for using generative AI for thematic and sentiment analysis
Kocheva, Nataliya and Fitkov-Norris, Elena(2024). In: FBSS Research Conference, 21 Jun 2024 :΢ÃÜȦ upon Thames, U.K.
Leveraging AI for strategic foresight : unveiling future horizons
Fitkov-Norris, Elena and Kocheva, Nataliya(2024). In: FBSS Research Conference 2024, 21 Jun 2024 :΢ÃÜȦ upon Thames, London, U.K.
Are we there yet? Thematic analysis, NLP, and machine learning for research
Fitkov-Norris, Elena and Kocheva, Nataliya(2023). In: 22nd European Conference on Research Methodology for Business and Management Studies (ECRM 2023), 6 Sep 2023 :Lisboa, Portugal
Causal AI as a tool for enhancing strategic foresight
Fitkov-Norris, Elena and Kocheva, Nataliya(2023). In: Scenario Planning and Foresight 2023 : Advancing Theory and Improving Practice, 10-11 Jul 2023 :Coventry, U.K.
Are we there yet? Thematic analysis, NLP and Machine Learning for academic research : a comparative review
Fitkov-Norris, Elena, Kocheva, Nataliya and Bhimireddy, Nishanth(2023). In: FBSS Research Conference 2023, 30 June 2023 :΢ÃÜȦ upon Thames, U.K.
Not seeing the wood for the trees? The effect of class imbalance and noise on random forests classification accuracy
Hand, Chris and Fitkov-Norris, Elena(2023). In: FBSS Research Conference 2023, 30 June 2023 :΢ÃÜȦ upon Thames, U.K.
Evaluating the impact of a Quasi-ipsative scoring approach on the scoring of a VARK style questionnaire
Fitkov-Norris, E and Yeghiazarian, A(2016). In: Joint IMEKO (International Measurement Confederation) TC1-TC7-TC13 Symposium: Metrology across the sciences : wishful thinking?, 03 - 05 Aug 2016 :Berkeley, U.S.
Evaluating a tool for mapping study approaches and preferred learning preferences: a pilot study
Fitkov-Norris, Elena and Yeghiazarian, Ara(2015). In: IMEKO XXI World Congress: Measurement in Research and Industry, 30 Aug - 04 Sep 2015 :Prague, Czech Republic
How can we teach our digital native students?
Yeghiazarian, Ara and Fitkov-Norris, Elena(2015). In: Festival of Learning 2015, 12-16 Jan 2015 :΢ÃÜȦ Upon Thames, U.K.
Validation of VARK learning modalities questionnaire using Rasch analysis
Fitkov-Norris, Elena and Yeghiazarian, Ara(2015). In: 2014 Joint IMEKO (International Measurement Confederation) TC1-TC7-TC13 Symposium: Measurement Science Behind Safety and Security, 03 - 05 Sep 2014 :Madeira, Portugal
Measuring study habits in higher education : the way forward?
Fitkov-Norris, Elena and Yeghiazarian, Ara(2013). In: 2013 Joint IMEKO (International Measurement Confederation) TC1-TC7-TC13 Symposium: Measurement Across Physical and Behavioural Sciences, 4-6 Sep 2013 :Genoa, Italy
Don’t forget your tablets: iPads, tears, and short attention spans. The future of higher education
Fitkov-Norris, Elena(2012). 21-23 Nov 2012 : Ota, Nigeria
Online formative assessment and study habits: does it add up to better performance in quantitative modules?
Fitkov-Norris, Elena and Lees, Rebecca(2011). In: Society for Research into Higher Education (SRHE) Annual Research Conference 2011: Positive Futures for higher education; connections, communities and criticality, 7-9 Dec 2011 :Newport, U.K.
Online formative assessment and study habits: does it add up to better performance in quantitative modules?
Fitkov-Norris, Elena and Lees, Becky(2011). In: Higher Education Academy (HEA) Annual Conference 2011: Changing Practice - Changing Times, 5-6 Jul 2011 :Nottingham, U.K.
Student engagement – or not... Initial findings
Fitkov-Norris, Elena, Alfes, Kerstin, Shantz, Amanda, Lees, Becky and Morgan, Stephanie(2011). In: The 2nd Annual Faculty of Business and Law Conference: Emerging Issues in Business and Law, 10 May 2011 :΢ÃÜȦ upon Thames, U.K.
Baby boomers’ and seniors’ perceptions of assistive living
Cobo, Denisa, Fitkov-Norris, Elena and Yeghiazarian, Ara(2010). In: Emerging Issues in Business and Law, 22 Jun 2010 :΢ÃÜȦ upon Thames, U.K.
Habit and engagement: does it add up to better performance in quantitative modules?
Fitkov-Norris, Elena and Lees, Becky(2010). In: Emerging Issues in Business and Law, 22 Jun 2010 :΢ÃÜȦ upon Thames, U.K.
European perception of a multi-centre Master’s in London-Berlin-Paris in Management Studies
Simsek, Eylem, Fitkov-Norris, Elena and Yeghiazarian, Ara(2010). In: Emerging Issues in Business and Law, 22 Jun 2010 :΢ÃÜȦ upon Thames, U.K.