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Dr Prasad Vana

Fellow, Official Fellow

Associate Professor

Saïd Business School

Btech in Engineering (2006), IIT Madras, India; MS in Engineering (2007), University of Texas at Austin; PhD in Marketing (2017), London Business School

Professor Vana’s research is broadly situated in the area of digital marketing. His work focuses on three actions that firms have employed within the digital marketing ecosystem to attract consumer attention: 1) adopting new forms of digital promotions and advertising to attract consumers, 2) utilizing online reviews to help consumers through the purchase journey, and 3) using algorithms as a marketing lever to affect consumer choice and aid in firms’ objectives. He empirically examines these research questions using statistical and econometric methods, machine learning, structural models, and lab experiments and focuses on identifying causal effects.