I am an Associate Professor of Marketing at the Wharton School of UPenn.
My research aims to analyze, explain and solve marketing problems encountered by digital firms at scale. I am particularly interested in problems faced by smaller firms and not only those who have access to vast amounts of resources and data. To achieve this goal I utilize a variety of methods including Bayesian Decision Theory, Causal Inference, Game Theory and Artificial Intelligence.
Over the years I published influential and award-winning research on Digital Marketing Analytics, Experimentation and A/B testing, and Social Media Marketing including filter bubbles and influencer marketing.
Currently, I am excited about applications of reinforcement-learning in marketing and new developments in A/B testing and personalization methodologies.