Seethu Seetharaman
Director, MS in Customer Analytics; Co-Director, Center for Analytics and Business Insights (CABI) and W. Patrick McGinnis Professor of Marketing
Area of Expertise:
Statistics/Econometrics, Advertising, Distribution Channels, Marketing, Marketing Research, Pricing
Research Interests:
Customer Analytics, Econometric Analyses of Scanner Data, Discrete Choice Experiments, Structural Econometric Models of Consumer and Firm Behavior, Machine Learning Methods, Models of Customer Lifetime Value (CLV), New Product Diffusion Models.
Selected Publications:
- "Dynamic Pricing in a Distribution Channel in the Presence of Switching Costs", Management Science, Issue 3, 1212-1229, with K. Cosguner, T. Chan, 2018
- "Speed of Replacement: Modeling Brand Loyalty Using Last-Move Data", Journal of Marketing Research, Issue 3, 494-505, with H. Che, 2009
- "Price Competition in Markets with Consumer Variety Seeking", Marketing Science, Issue 3, 516-525, with H. Che, 2009
- "Too Close To Be Similar: Product and Price Competition in Retail Gasoline Markets", Quantitative Marketing and Economics, Issue 3, 205-234, with G. Iyer, 2008
- "A Cross-Category Model of Households' Incidence and Quantity Decisions", Marketing Science, Issue 2, 225-235, with N. Rakesh, V. Padmanabhan, 2008
- "Behavioral Price Discrimination in the Presence of Switching Costs", Marketing Science, Issue 3, 426-435, with K. Cosguner, T. Chan, 2017
- "An Econometric Model of Location and Pricing in the Gasoline Market", Journal of Marketing Research, Issue 4, 622-635, with T. Chan, V. Padmanabhan, 2007
- "Bounded Rationality in Pricing Under State Dependent Demand: Do First Look Ahead?", Journal of Marketing Research, Issue 3, 434-449, with H. Che, K. Sudhir, 2007
- "Optimal Pricing Strategies for an Automotive Aftermarket Retailer", Journal of Marketing Research, Issue 4, 588-604, with M. Mantrala, R. Kaul, S. Gopalakrishna, A. Stam, 2006
Academic/Professional Activities:
- Editor, Associate Editor, Journal of Marketing Research (JMR)
- Editorial Review Board Member, Journal of Marketing Research (JMR)
- Editorial Review Board Member, Marketing Science
- Editor, Associate Editor, Quantitative Marketing and Economics (QME)
- Editorial Review Board Member, Review of Marketing Science
Awards/Honors:
- Faculty Representative to the 28th Annual UH Doctoral Symposium, University of Houston, 2010
- Scholarship Excellence Award, Jones School of Management, Rice University, 2007
- Invitational Young Scholars Conference, Park City, UT, 2005
- Invited Faculty Representative to the AMA Sheth Doctoral Consortium, 2005, 2007, 2008, 2009, 2010
Personal Interests:
Professor Seetharaman enjoys movies, listening to Ilaiyaraja Musical Compositions.
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Seethu Seetharaman is W. Patrick McGinnis Professor of Marketing, Director of the Center for Customer Analytics and Big Data (CCABD), as well as the Academic Director of the Master of Science in Customer Analytics (MSCA) program, at the Olin Business School, Washington University in St. Louis. His research primarily deals with applied statistical and/or econometric models of consumer and firm behavior that inform pricing and advertising decisions, as well as promotional strategies of firms. Seethu’s research has been published in journals such as Journal of Marketing Research, Marketing Science, Management Science, International Journal of Research in Marketing, Quantitative Marketing and Economics etc. Seethu has consulted with companies in the consumer packaged goods industry, the automotive sector etc. Seethu has taught courses on Marketing Management, Data Analysis, Brand Management, Customer Analytics and Marketing Research to various constituencies (MBA, Executive MBA, MSCA, BSBA etc.) both in the US and abroad (China, India etc.). Seethu received his Ph.D. in Marketing at Cornell University. Seethu also holds B.Tech and M.S. degrees in Chemical Engineering (from the Indian Institute of Technology, Madras, and the University of Utah, respectively). Seethu is married to Gayathri, and has a 19-year old daughter, Aditi, and an 14-year old son, Satvik. Seethu is a big fan of the South Indian music composer Ilaiyaraaja and lives in Chesterfield.
Seethu Seetharaman's Curriculum Vitae
Email: seethu@wustl.edu
Phone: (314) 935-3574
PhD 1998, Cornell University
MS 1996, Cornell Univeristy
MS 1993, University of Utah
B.Tech 1991, Indian Institute of Technology
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