Research

My research focuses on performance-based marketing and new product development. I build on the methods from statistics, computer science, and operations research to propose solutions to important marketing problems. My projects aim for managerial relevance and academic rigor.

Featured Publications

Product Aesthetic Design: A Machine Learning Augmentation
Marketing Science (2023) with Alex Burnap and John R. Hauser

Product Choice with Large Assortments: A Scalable Deep-Learning Model
Management Science (2022) with Sebastian Gabel

Efficiently Evaluating Targeting Policies: Improving on Champion vs. Challenger Experiments
Management Science (2020) with Duncan Simester and Spyros I. Zoumpoulis

Targeting Prospective Customers: Robustness of Machine Learning Methods to Typical Data Challenges
Management Science (2020) with Duncan Simester and Spyros I. Zoumpoulis

Identifying Customer Needs from User-Generated Content
Marketing Science (2019) with John R. Hauser

Is Deep Learning a Game Changer for Marketing Analytics?
MIT Sloan Management Review (2019) with Glen Urban, Paramveer Dhillon, and John R. Hauser

Working papers

A Sample Size Calculation for Training and Certifying Targeting Policies
with Duncan Simester and Spyros I. Zoumpoulis

Retail Media Platforms: Learning Marketing Effectiveness Across Brands
with Sebastian Gabel and Duncan Simester

Transferring Information Between Marketing Campaigns to Improve Targeting Policies
with Marat Ibragimov and Duncan Simester