Seethu Seetharaman

W. Patrick McGinnis Professor of Marketing and Director, MS in Customer Analytics; Co-Director, Center for Analytics and Business Insights (CABI)

Seethu Seetharaman

Seethu Seetharaman

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.

Area of Expertise

Statistics/Econometrics, Advertising, Distribution Channels, Marketing, Marketing Research, Pricing


  • Ph D 1998, Cornell University
  • MS 1996, Cornell Univeristy
  • MS 1993, University of Utah
  • B.Tech 1991, Indian Institute of Technology

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


  • Invited Faculty Representative to the AMA Sheth Doctoral Consortium, 2005, 2007, 2008, 2009, 2010
  • 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

Teaching Interests

Values-Based Data-Driven Decision-Making, Data Analysis for Brand Management, Analytics-Driven Brand Management, Market and Consumer Focus, Advanced Marketing, Customer Analytics, Data-Driven Customer Management, Marketing Analytics, Business Competencies, Intensive Industry Project, Experiential Consulting Practicum Projects.

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.

Personal Interests

Professor Seetharaman enjoys movies, listening to Ilaiyaraja Musical Compositions.

Selected Publications

  • "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
  • "Pre-launch Advertising for Movies: An Examination of the Supply Side", with Andrei Strijnev, Bicheng Yang
  • "A Cross-Category Model of Households' Incidence and Quantity Decisions", Marketing Science, Issue 2, 225-235, with Niraj Rakesh, V. Padmanabhan, 2008
  • "Behavioral Price Discrimination in the Presence of Switching Costs", Marketing Science, Issue 3, 426-435, with Koray Cosguner, Tat Chan, 2017
  • "An Econometric Model of Location and Pricing in the Gasoline Market", Journal of Marketing Research, Issue 4, 622-635, with Tat 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 Hai Che, K. Sudhir, 2007
  • "Optimal Pricing Strategies for an Automotive Aftermarket Retailer", Journal of Marketing Research, Issue 4, 588-604, with Murali Mantrala, Rajeeve Kaul, Srinath Gopalakrishna, Antonie Stam, 2006
  • "Machine Learning Approaches for Category Sales Prediction: Empirical Application to Retail Scanner Data", Journal of Retailing, with Durai Sundaramoorthi