Expertise
- Digital Media
- Interpretable Machine Learning
Research Publications
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Prashant Rajaram is an Assistant Professor of Marketing at the Ivey Business School. He earned his PhD from the Ross School of Business at the University of Michigan. His research interests lie in understanding and documenting the experiential consumption of digital products and media. He does this by implementing causal and/or interpretable machine learning methods on behavioral data. In one project, he identifies the relative importance of video modalities (across text, audio and images) in YouTube influencer videos that predict a change in viewer engagement. In addition, his analytical framework removes spurious associations between video features and engagement, thus shortlisting a subset of relationships which are more likely to have causal effects. In another project, he studies the effect of four distinct ad delivery levers on ad avoidance and content avoidance behavior on streaming media. His findings show the contrasting effects of these levers and provide insights on design of ad delivery based on platform goals.
Teaching
- Digital Marketing Analytics
- AI for Managers
Programs Taught
- MBA
- MSc
- MM-A
Education
- PhD, Ross School of Business, University of Michigan
- MBA, Schulich School of Business, York University
- BEng, Faculty of Technology & Engineering, M.S. University of Baroda
Honours & Awards
- ISMS Early Career Scholars Camp Fellow, Duke University, 2023
- Finalist, ASA Statistics in Marketing Best Doctoral Dissertation Proposal Competition, 2021
- AMA-Sheth Foundation Doctoral Consortium Fellow, Indiana University, 2020
- Best Paper Award, 49th Annual Haring Symposium, Indiana University, 2019
- Most Likely Transformative Scientific Impact Award, 4th Annual Symposium Poster Competition, Michigan Institute for Data Science (MIDAS), University of Michigan, 2018
Experience
- Marketing Strategy – ventureLAB and Capgemini, Canada
- Sales Strategy – PepsiCo, Canada
- Marketing Management – Bharat Petroleum Corporation Limited, India