Assistant Professor of Marketing
Ivey Business School, Western University

2021 - present

I completed my PhD in Marketing from the University of Michigan, Ross School of Business. My research interests lie in understanding and documenting the experiential consumption of digital products and media. I do this by implementing causal and/or interpretable machine learning methods on behavioral data. In one paper, I find the sweet spot of ad targeting on streaming media that balances the interest of the viewer (content consumption) with that of the platform (ad exposure). In another paper, I identify the elements (across text, audio and images) in YouTube influencer videos that explain a change in viewer engagement. My analytical framework avoids making a tradeoff between interpretability and predictive ability, and identifies a subset of theory-based relationships.