Song Yao
Associate Professor of Marketing, Carlson School of Management, University of Minnesota

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I am an Associate Professor of Marketing at the Carlson School of Management, University of Minnesota.  I have won the Paul Green Best Paper Award (2012) and the John Howard Dissertation Award (2009), both of which are sponsored by the American Marketing Association. I was the finalist for the INFORMS Frank Bass Outstanding Dissertation Award in 2011 and 2012, the John Little Best Paper Award in 2009 and 2011, and the Long Term Impact Award in 2017. I was also selected by the Marketing Science Institute as one of the MSI Young Scholars of 2017.

I am serving on the Editorial Review Board of the Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics.

I teach elective course “Digital / Internet Marketing at the Carlson School of Management. Prior to joining Carlson, I taught Customer Analytics at the Kellogg School of Management, Northwestern University, and Marketing Management at Duke University.


 PhD (Business Administration), Duke University, 2009
 MA (Economics), University of California, Los Angeles, 2004
 BA (Economics), Renmin University of China, 1999
 Contact Information

  (612) 625-2903
  Carlson School of Management, University of Minnesota
        321 19th Ave South, Suite 3-150, Minneapolis MN 55455
Recent Research

The impact of advertising along the conversion funnel
In recent research published in Quantitative Marketing and Economics (with Stephan Seiler), we combine path-tracking data with advertising data, and analyze advertising effectiveness along the conversion funnel in brick-and-mortar supermarkets. My coauthor Stephan discusses the insights of the paper in the following interview.

Harnessing the power of social media
Firms are increasingly trying to tab into social media and have users promote products on their behalf. But how effective is such a marketing strategy? In recent research of mine (with Stephan Seiler and Wenbo Wang), we address this question. KelloggInsight provides a great summary of our findings.

The Benefits of TV Commercial Breaks
Conventional wisdom holds that viewers dislike commercial breaks during TV programming. However, what if you are currently watching a bad show.  You don’t know which show is on another channel and may want to check it out. But you also don’t want to disrupt the current show.  When the commercial starts, however, it becomes the natural opportunity to check out the alternative channel.  In a recent paper (with Wenbo Wang and Yuxin Chen), we investigate viewers watching behavior during commercial breaks and explore the commercial timing strategy of TV channels. KelloggInsight has a nice coverage of our study.

© Song Yao. All rights reserved.

Last update: February 2018