Hema Yoganarasimhan
- Professor of Marketing Michael G. Foster Faculty Fellow
Education
- PhD Yale University (2009)
- MPhil Yale University (2008)
- MA Yale University (2006)
- BTech Indian Institute of Technology (2004)
Academic Expertise
- big data
- digital marketing
- pricing strategies
Current Research
- Digital marketing, social influence models, auctions, fashion, online search, reputation systems
Positions Held
- Director, Foster Customer Analytics Center
- Faculty Affiliate, Center for Statistics in the Social Sciences, University of Washington, since 2016
- Assistant Professor and Foster Faculty Fellow, Michael G. Foster School of Business, University of Washington, since 2014
- Adjunct Assistant Professor, Computer Science and Engineering, University of Washington, since 2014
- Adjunct Assistant Professor, Department of Economics, University of Washington, since 2014
- Assistant Professor of Marketing, Graduate School of Management, UC Davis, 2009-2014
Selected Publications
“Search Personalization Using Machine Learning”
Yoganarasimhan, H. (2020). Management Science, Vol. 66(3), pp. 1045–1070.
“Targeting and Privacy in Mobile Advertising”
Rafieian, O., & Yoganarasimhan, H. (2020). Marketing Science (conditionally accepted).
“Identifying the Presence and Cause of Fashion Cycles in Data”
Yoganarasimhan, H. (2017). Journal of Marketing Research, Vol. 24(1), pp. 5–26.
Lead Article
“Estimation of Beauty Contest Auctions”
Yoganarasimhan, H. (2016). Marketing Science, Vol. 35(1), pp. 27–54.
“The Value of Reputation in an Online Freelance Marketplace”
Yoganarasimhan, H. (2013). Marketing Science.
Winner, John D. C. Little Best Paper Award, 2013
“Link to Success – How Blogs Build an Audience by Promoting Rivals”
Mayzlin, D., & Yoganarasimhan, H. (2012). Management Science, Vol. 58(9), pp. 1651–1668.
“Impact of Social Network Structure on Content Propagation: A Study Using YouTube Data”
Yoganarasimhan, H. (2012). Quantitative Marketing and Economics, Vol. 10(1), pp. 111–150.
“Cloak or Flaunt? The Fashion Dilemma”
Yoganarasimhan, H. (2012). Marketing Science, Vol. 31(1), pp. 74–95.
Winner, Frank M. Bass Outstanding Dissertation Award, 2012
Finalist, John D. C. Little Best Paper Award, 2012
Working Papers
- “Search Personalization using Machine Learning”
- “A Dynamic Model of Online Search”
- “Strategic Group Polarization”, with Iyer, G.
Honors and Awards
- MSI Young Scholar, 2015.
- Foster Faculty Fellowship, 2014-present.
- Winner, John D.C. Little Best Paper Award, 2013.
- Winner, Frank M. Bass Outstanding Dissertation Award (2012)
- Finalist, John D.C. Little Best Paper Award (2012)
- Management Science Meritorious Service Award (2012)
- Adobe Research Grant (2012)
- UC Davis Small Grant in Aid of Research (2010, 2011)
- Winner, MSI Clayton Doctoral Dissertation Proposal Competition (2008)
- Fellow, AMA-Sheth Doctoral Consortium, Columbia, Missouri (2008)
- Fellowship, Yale University (2004-2009)