How is big data changing marketing?


Booth School of Business
Charles H. Kellstadt Professor of Marketing and Neubauer Family Faculty Fellow

Sanjog Misra is the Charles H. Kellstadt Professor of Marketing at the University of Chicago Booth School of Business. His research focuses on the use of structural econometric methods to study consumer and firm decisions. In particular, his research involves building data-driven models aimed at understanding how consumers make choices and investigating firm decisions pertaining to pricing, distribution and salesforce management issues. Professor Misra is also interested in the development of statistical and econometric approaches to deal with complex models calibrated on large-scale marketing data and use of such models in enhancing strategic decisions.

Professor Misra currently serves as Co-Editor of Quantitative Marketing and Economics. He has also served as an Associate Editor at Marketing, Quantitative Marketing and Economics, the International Journal of Research in Marketing as well as for special issues of Management Science and the Journal of Marketing Research. Professor Misra is actively involved in partnering with firms in his research and has worked on various projects with companies such as Oath, Verizon, Eli Lilly, Adventis, Mercer Consulting, Sprint, MGM, Bausch & Lomb, Xerox Corporation, Ziprecruiter and Lucent Technologies with the aim of helping them design efficient, analytics-based, management systems that result in better decisions. He currently serves as an advisor to Oath/Verizon of data strategy and science. At Booth Professor Misra teaches a course on Digital and Algorithmic Marketing and will be teaching a new course on Startup Marketing. These courses bring his practical and research expertise in the algorithmic marketing domain and his experiences with startups into the classroom. He is hopeful that these classes will get students ready for the next evolution of marketing that he believes is already underway.

Prior to joining Booth, Misra was Professor of Marketing at UCLA Anderson School of Management and Professor at the Simon School of Business at the University of Rochester. In addition he has been visiting faculty at the Johnson School of Management at Cornell University and the Graduate School of Business at Stanford University.

Read about executive education

Other experts

Erik van de Loo is Affiliate Professor of Organisational Behaviour at INSEAD, where he is Program Co-Director of “Consulting and Coaching for Change” at the INSEAD Global Leadership Centre. As of March 2008 he also holds the professorship "Leadership and Behavior" at the Free University Amsterdam...
Specialization domain(s): Innovation and strategy implementation in emerging markets, Outsourcing of innovation, Open innovation, Social innovation Biography: Andrei Gurca is Assistant Professor in Strategy at NEOMA Business School. Andrei’s research focuses on the process of technology inno...
Carole Daniel has been the Academic Director of the Executive MBA since its inception in 2014. Under her expert guidance, the EMBA has become a recognised program with AMBA accreditation. She is an expert in project management, which forms the bulk of her teaching activities. She obtained her Doc...