Substantive: Digital marketing, Online advertising, Media and Polarization, Pricing, Two-sided markets, Auctions, Online search and ranking

Methodological: Machine learning, Generative AI/LLMs, Structural IO, Economic theory, Experimentation

• Professor, Foster Faculty Fellow
  Michael G. Foster School of Business, University of Washington

• Adjunct Professor
  Computer Science and Engineering, University of Washington

• Adjunct Professor
  Department of Economics, University of Washington

• Faculty Affiliate
  Center for Statistics in the Social Sciences, University of Washington

Hema Yoganarasimhan is recognized as one of the leading experts in quantitative marketing. Hema’s research brings together large-scale marketing data, economic theory, econometrics, generative AI, and machine learning tools to help firms optimize and automate their marketing decisions. She currently serves as a senior editor at Marketing Science.

Her recent work covers a wide variety of topics, including mobile advertising, content optimization, adaptive pricing and promotions, combining bandits and LLMs to improve experimentation, measurement of media polarization using image data, and personalized policy design for search rankings, promotions, and social media. Together, her recent body of work presents creative yet technically viable solutions to the challenges that businesses face in today’s world.

Hema’s research has won many awards, including the MSI Alden G. Clayton Doctoral Dissertation Proposal Award, Frank M. Bass Outstanding Dissertation Award, and John D.C. Little Best Paper Award. She has also been recognized as an “MSI Young Scholar” in 2015, an "MSI Scholar" in 2020, and an Erin Anderson Emerging Female Marketing Scholar and Mentor in 2021.

Hema received her Ph.D., M.A., and M.Phil. in Marketing and Business from Yale School of Management. Prior to that, she received her bachelor’s degree from the Indian Institute of Technology (IIT) Madras. She has been at the University of Washington since 2014.

Finalist, Don Morrison Long Term Impact Award, 2023.

Winner, Frank M. Bass Outstanding Dissertation Award, 2021, 2012.

Finalist, John D.C. Little Best Paper Award, 2021, 2016, 2012.

Faculty Fellow, ISMS Doctoral Consortium, 2022, 2021, 2018.

Erin Anderson Award for Emerging Female Marketing Scholar and Mentor, 2021.

MSI Scholar, 2020.

Finalist, Paul Green Best Paper Award, 2017.

Adobe Digital Marketing Research Award, 2017.

Finalist, John D.C. Little Best Paper Award, 2016

Foster PhD Mentor Award, 2016-17

MSI Young Scholar, 2015

Foster Faculty Fellowship, 2014-present

Winner, John D.C. Little Best Paper Award, 2013

Management Science Meritorious Service Award, 2012, 2013, 2014, 2015

Winner, Frank M. Bass Outstanding Dissertation Award, 2012

Finalist, John D.C. Little Best Paper Award, 2012

Management Science Meritorious Service Award, 2012

Adobe Research Grant, 2012

UC Davis Small Grant in Aid of Research, 2010, 2011.

Fellowship, Yale University, 2004-2009

Winner, Clayton Doctoral Dissertation Proposal Competition, Marketing Science Institute, 2008.

Fellow, AMA-Sheth Doctoral Consortium (for Yale University), Columbia, Missouri, 2008.