Song Yao
Associate Professor of Marketing
Area of Expertise:
Economics, Information Technology, Statistics/Econometrics, Advertising, Consumer Products Marketing, Marketing, Marketing Management and Strategy, Marketing Research, Pricing
Research Interests:
Quantitative Marketing, Empirical Microeconomics, Advertising, New Technology, Auctions, Competitive Strategy, Customer Analytics
Selected Publications:
- "Risk Transfer versus Cost Reduction on Two-Sided Microfinance Platforms", Quantitative Marketing and Economics, Issue 3, 251-287, with B. Bollinger, 2018
- "Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment", Marketing Science, Issue 6, 838-861, with S. Seiler, W. Wang, 2017
- "The Design and Targeting of Compliance Promotions", with Ø. Daljord, C. Mela, J. Roos, J. Sprigg
- "The Impact of Soda Taxes: Pass-through, Tax Avoidance, and Nutritional Effects", Journal of Marketing Research, with S. Seiler, A. Tuchman, 2021
- "The Impact of Advertising along the Conversion Funnel", Quantitive Marketing and Economics, Issue 3, 241-278, with S. Seiler, 2017
- "TV Channel Search and Commercial Breaks", Journal of Marketing Research, Issue 5, 671-686, with W. Wang, Y. Chen, 2017
- "Sequential Search with Refinement: Model and Application with Click-stream Data", Management Science, Issue 12, 4345-4365, with Y. Chen, 2017
- "How Do Firms Make Money Online?", Marketing Letters, Issue 25, 331-341, with A. Lambrecht, A. Goldfarb, A. Bonatti, A. Ghose, D. Goldstein, R. Lewis, A. Rao, N. Sahni, 2014
- "Determining Consumers' Discount Rates with Field Studies", Journal of Marketing Research, Issue 6, 822-841, with C. Mela, J. Chiang, Y. Chen, 2012
- "A Dynamic Model of Sponsored Search Advertising", Marketing Science, Issue 3, 447-468, with C. Mela, 2011
Academic/Professional Activities:
- Editorial Review Board Member, Journal of Marketing Research
- Editorial Review Board Member, Marketing Science
- Editor, Associate Editor, Quantitative Marketing and Economics
- Editor, Associate Editor, Information Systems Research
- Editor, Associate Editor, Service Editor
- Editorial Review Board Member, International Journal of Marketing Research
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Song Yao is an Associate Professor of Marketing at the Olin Business School, Washington University in St. Louis. His current research interests lie at the intersection of marketing analytics and empirical microeconomics, focusing on pricing, advertising, new technology, and social media.
Professor Yao has won the American Marketing Association’s Paul Green Best Paper Award and the John Howard Dissertation Award. He was the runner-up for Dick Wittink Best Paper Award in 2018, the finalist for INFORMS Long Term Impact Award in 2017 and 2019, the Frank Bass Outstanding Dissertation Award in 2011 and 2012, the John Little Best Paper Award in 2009 and 2011. He has also been selected by the Marketing Science Institute (MSI) as one of the MSI Young Scholars of 2017. He serves on the Editorial Boards of the Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics. He is also the Associate Editor at Service Science. His publications appear in leading academic journals, including Management Science, Marketing Science, the Journal of Marketing Research, and Quantitative Marketing and Economics. Prior to joining Olin, Professor Yao taught “Digital / Internet Marketing,” “Customer Analytics,” and “Marketing Management” at the University of Minnesota (Carlson), Northwestern University (Kellogg), and Duke University (Fuqua).
Song Yao's Home Page
Song Yao's Curriculum Vitae
Email: songyao@wustl.edu
Phone: (314) 935-3307
PhD 2009, Duke University
MA 2004, University of California, Los Angeles
C.Phil 2003, University of California, Los Angeles
BA 1999, Renmin University of China
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