Professor Keynote: Twitter's Effect on Demand

With the advent of Web 2.0, microblogging via platforms like twitter has become increasingly popular among Internet users. Consequently, firms also adopt microblogging as a crucial channel to advertise and promotion their products. However, many are still in doubt pertaining to the effectiveness of such new media. To empirically establish the effectiveness is not a trivial task, involving considerable analytic maneuver and techniques. In this talk, Professor Yao will discuss some recent studies that try to address this question.

Professor Song Yao is an Assistant Professor of Marketing and the McManus Research Chair at the Kellogg School of Management, Northwestern University. Professor Yao's research interests include quantitative marketing, online marketing, auctions, pricing, competitive strategy, and customer management. With a methodological and theoretical orientation of empirical microeconomics, his substantive research focuses on network effects, especially in the context of new media such as online retailing and online advertising. His publications appear in leading academic journals, including Marketing Science.

Professor Yao teaches the MBA elective "Customer Analytics" at the Kellogg School of Management. He also taught the PhD course "Introduction to Applied Econometrics II."

Note: Lunch will not be provided.

Kellogg Data & Analytics Club | Website | View More Events