We combine computing, data science, and economics to advance the theory and practice of marketing and to make it effective in technology-driven businesses.
Mission & Leadership
The computational marketing lab brings together affiliated faculty, students, and industry practitioners to collaborate on issues related to computation and data-driven marketing. We develop research that combines data with economics, machine learning, and statistics tools and interprets it through the lens of social science frameworks to answer strategic questions of interest to the organization.
For industry, the collaboration helps to identify durable solutions to marketing issues that embed them within a well-posed societal, economic, competitive, human-centric framework. For academia, the collaboration helps ensure that scholarly research addresses problems that are practically relevant, and that leverages the data, business context, and field-experimentation possibilities provided by industry.