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 (to increase content consumption) with that of the platform (to decrease ad avoidance). 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.