Faculty Directory

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

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

1. “Search Personalization using Machine Learning“

   Journal Article:Yoganarasimhan, Hema, (2020). Management Science, Vol. 66(3), pp. 1045-1070.
2. “Targeting and Privacy in Mobile Advertising“

   Journal Article:Rafieian, O., and Yoganarasimhan, Hema, (2020). Conditionally Accepted at Marketing Science,
3. “Identifying the Presence and Cause of Fashion Cycles in Data“

   Journal Article:Yoganarasimhan, H, (2017). Journal of Marketing Research, Vol. 24(1), pp. 5-26.

   • Lead Article
4. “Estimation of Beauty Contest Auctions“

   Journal Article:Yoganarasimhan, H., (2016). Marketing Science, Vol. 35(1), pp. 27-54.
5. “The Value of Reputation in an Online Freelance Marketplace“

   Journal Article:Yoganarasimhan , H., (2013). Marketing Science,

   • Winner, John D.C. Little Best Paper Award, 2013
6. “Link to Success – How Blogs Build an Audience by Promoting Rivals“

   Journal Article:Mayzlin, D., & Yoganarasimhan, H., (2012). Management Science, Vol. 58(9), pp. 1651-1668.
7. “Impact of social network structure on content propagation: A study using YouTube data“

   Journal Article:Yoganarasimhan , H., (2012). Quantitative Marketing and Economics, Vol. 10(1), pp. 111-150.
8. “Cloak or Flaunt? The Fashion Dilemma“

   Journal Article:Yoganarasimhan , H., (2012). Marketing Science, Vol. 31(1), pp. 74-95.

   • Winner, Frank M. Bass Outstanding Dissertation Award, 2012
   • Finalist, John D.C. Litte 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)