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S. Sriram

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S. Sriram, PhD, is Associate Professor of Marketing in the University of Michigan Ross School of Business, Ann Arbor.

Prof. Sriram’s research interests are in the areas of brand and product portfolio management, multi-sided platforms, healthcare policy, and online education. His research uses state of the art econometric methods to answer important managerial and policy-relevant questions. He has studied topics such as measuring and tracking brand equity and optimal allocation of resources to maintain long-term brand profitability, cannibalization, consumer adoption of technology products, and strategies for multi-sided platforms. Substantively, his research has spanned several industries including consumer packaged goods, technology products and services, retailing, news media, the interface of healthcare and marketing, and MOOCs.

Eric Schwartz

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Eric Schwartz, PhD, is Associate Professor of Marketing in the Ross School of Business at the University of Michigan, An Arbor.

Prof. Schwartz’s expertise focuses on predicting customer behavior, understanding its drivers, and examining how firms actively manage their customer relationships through interactive marketing. His research in customer analytics stretches managerial applications, including online display advertising, email marketing, video consumption, and word-of-mouth. The quantitative methods he uses are primarily Bayesian statistics, machine learning, dynamic programming, and field experiments. His current projects aim to optimize firms’ A/B testing and adaptive marketing experiments using a multi-armed bandit framework. As marketers expand their ability to run tests of outbound marketing activity (e.g., sending emails/direct mail, serving display ads, customizing websites), this work guides marketers to be continuously “earning while learning.” While interacting with students and managers, Professor Schwartz works to illustrate how today’s marketers bridge the gap between technical skills and data-driven decision making.

Rich Gonzalez

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My research makes use of state-of-the-art statistical learning and exploratory tools to answer questions at the interface of biology and behavioral science.