I am an Associate Professor of Marketing at the Kellogg School of Management (Northwestern University). My research focuses on how consumers make choices in markets where they are not fully informed about existing products and their attributes. I also study how marketers can help consumers make better decisions in such environments through personalized ads and promotions. In my most recent work, I explore how practitioners can estimate demand for various products by combining traditional demand estimation methods with state-of-the-art machine learning (ML) models.

My latest CV is here.