Dr Brent Coker

Marketing, Technology, & Electronic Commerce

Dr Brent Coker

Expert Witness

Testimony & Opinion

TEL: +61 3 83441933

Dr Coker has a PhD in electronic commerce and information systems (2007). His research focusses on consumer behaviour within the realm of psychology, and digital business models and marketing. He currently teaches Digital Marketing and Digital Business Models at the University of Melbourne. He has been engaged to act as an expert witness on matters relating to: consumer deception, email fraud, business model fairness, privacy issues, passing off, malicious SEO and web development. Brands Dr Coker has been engaged with include: Apple Inc, Pokémon Inc, Redbubble.com, Realestate.com.au and Bed Bath and Beyond, Facebook, to name a few. Dr Coker’s award winning research into digital marketing and consumer behaviour has been published in top peer reviewed academic journals, beginning in 2004 when his research into the integration of the internet into business models won Best Paper Award at the 15th Australasian Conference on Information Systems (ACIS). In the late 1990s Dr Coker had a dot-com (fernland.com), and he is currently director of Deloosh Pty Ltd, inventor of the web analytics tool ‘Webreep”, and author of the book “Going Viral” (Pearson UK). He is a member of the North American Association for Consumer Research, and the Australian Institute of Marketing. Available for expert witness work, consultation, and advisement in Australia and internationally.

Nature and Details of Expertise

Since 2008 Dr Coker has been employed full time as a researcher and teaching academic at the University of Melbourne. His role at University involves researching and publishing new knowledge in the field of Marketing, mostly in the area of consumer behavior. He teaches mostly Digital Business and Marketing subjects to undergraduate and postgraduate students, though has also taught subjects including business-to-business marketing, brand management, and channel marketing.

His research focusses specifically on consumer behavior (His PhD thesis was titled: “Predicating Internet Purchasing Intention”). Dr Coker’s knowledge and area of expertise is somewhat unique since his training transcends the fields of marketing and technology. During his PhD training, one of his supervisors was from the field of marketing, while his other supervisor was from the field of information systems.

Dr Coker founded the dot-com “Fernland” in 1998, and is currently founding director of Deloosh Pty Ltd – a technology and market research company. He is also inventor of the web analytics tool “Webreep” (https://en.wikipedia.org/wiki/Webreep_Model) which was the first web app to detect and measure website dissatisfaction.

Dr Coker was awarded the prestigious “Best Entrepreneurial Educator of The Year” by the Business and Higher Education Round Table in 2012 (presented by Sen. Hon Chris Evans—National Award), and from 2012-2013 wrote a monthly column for Business Solutions magazine. His more scholarly research has been published in high impact international peer reviewed academic journals including: The Journal of Retailing, European Journal of Marketing, and the Journal of Economic Psychology.

He has consulted to several companies on the topic of consumer behavior and technology including Qantas, IBM, and Oticon to name a few. He has been researching and consulting on consumer behavior and how consumers make purchasing decisions and digital business full-time since 2003.

Expert Testimony, Deposition Work, Affidavit and Report Writing, Conclave and Other

Dr Coker (University of Melbourne) has provided expert testimony as an expert witness in a variety of matters for firms including King & Wood Mallesons, Gilbert & Tobin, Allens Linklaters and Phillips Ormonde and Fitzpatrick to name a few. Although Dr Coker has mostly been engaged in larger court cases, he also has experience with smaller matters.
Dr Coker prepares reports to guide decision making in the courts based on scientific findings published in academic peer reviewed journals, and other third party relevant research. Any opinions expressed by Dr Coker are supported by peer reviewed academic research, established academic theory, industry standards, and other relevant logical evidence.

  • Branding and advertising
  • E-commerce, internet, and digital business models
  • Online consumer behaviour and perception psychology
  • Online branding, including brand crisis and equity damage
  • Consumer psychology and marketing perception
  • Internet history
  • Mobile apps and mobile business model development and deployment
  • Digital marketing practice, including black hat, spam, hacking, and advertising
  • Software and SAAS design (information systems and architecture)
  • UI Design, colour theory, Search Engine results interpretation
  • SEO, SEM, and Digital Advertising Practice


Selected matters Dr Coker has been engaged in to provide expert opinion (reports and/or affidavits) are listed below. Of these, five of them went to trial. Dr Coker has prepared reports for both applicants (plaintiffs) and respondents (defendants).

  • REA Group Ltd & Anor v Real Estate 1 Ltd & Ors. Australian Federal Court Proceeding No. VID 900.
    Legal firm: King & Wood Mallesons (Applicant/Plaintiff)
  • Australian Copyright Tribunal Proceeding CT 3: Phonographic Performance Company of Australia v Commercial Radio Australia. Legal firm: Gilbert & Tobin (Applicant/Plaintiff).
    Legal firm: Gilbert & Tobin
  • Emily Skye Fit Pty Ltd v Evans. Brisbane supreme court proceeding No. BS6843. Legal firm: Radcliff Taylor (Applicant/Plaintiff).
  • Globus Investments Pty Ltd v Wiliam Pty Ltd & Anor. District Court Proceeding No. 196787.
    Legal firm: Colin Biggers & Paisley (Applicant/Plaintiff).
  • Sensis Pty Ltd v Senses Direct Mail and Fulfilment Pty. Australian Federal Court Proceeding VID779.
    Legal firm: Silberstein & Associates (Applicant/Plaintiff).
  • The Pokémon company international Inc. v Redbubble ltd. Australian Federal Court Proceeding No. VID313.
    Legal firm: Allens Linklaters (Respondent/Defendant).
  • Bed Bath ‘n’ Table Pty ltd. V Bed Bath & Beyond, Inc. Australian Federal Court Proceeding VID 1372.
  • Legal firm: Phillips Ormonde and Fitzpatrick (Applicant/Plaintiff).
  • Semi Trailer Sales Pty Ltd v VACC County Court of Victoria. Proceeding No. CI-16-05831.
    Legal firm: William Abbott (Applicant/Plaintiff).