EXPERTISE

Advertising, Competitions & Markets, Consumer Behavior & Insights, Marketing Analytics, Marketing Experiments, Marketing ROI, Omnichannels & Customer Journey, Privacy & Regulation, Social Media & Social Influencers

My research analyzes the economic consequences of the Internet on industries and markets transformed by its shared technology infrastructure. I have worked on product reviews, reputation and rating systems, digital marketing, data privacy trade-offs, sponsored search advertising, wearable technologies, mobile commerce, mobile advertising, crowdfunding, and online markets. I have consulted for leading firms on realizing business value from tech investments, internet marketing, business analytics, mobile marketing, digital analytics, and social media. • During 2019-2020 I have been consulting for NetCore, India's largest (and one of Asia’s largest) martech company to help build their empirical models for omni-channel marketing campaigns for their clients. These channels include email, SMS, web browser and mobile app push notifications. Using techniques from his research (for e.g., MS 2019, ISR 2019, MISQ 2016) he is using machine-learning techniques combined with randomized field experiments to improve the ROI of their clients’ omni-channel businesses. • In 2019 I consulted for HR Ratings Mexico to advise them on their marketing research estimation models. Their eventual objective is become the Nielsen of Mexico. His engagement included advising their teams on empirical models to measure marketing campaign effectiveness across digital, social, and traditional media advertising campaigns (for e.g., ISR 2019, MS 2019, MISQ 2016). • In 2018-2019 I led the digital transformation journey over a 10-month period for Marico, a billion dollar CPG (consumer packaged goods) company based in India. He advised the C-suite team (CEO, CMO, COO and CTO) directly in this engagement. His engagement leveraged his expertise in building marketing mix models and digital attribution models (for e.g., ISR 2019, MISQ 2016). This facilitated the measurement and quantification of the ROI of their seven largest brands across multiple countries in Asia. • In 2016-2017 I consulted for the DFS Group, the world’s leading luxury travel retailer to help build their transit passenger flow prediction and demand estimation models in airport retail stores in some of the world's leading airports. This engagement leveraged his research expertise in demand estimation using big data (for e.g., MS 2014, Marketing Science 2012). • In 2015 I consulted for CBS to provide data driven insights using statistical modeling and econometric modeling on their individual user-level TV content consumption data to monetize consumer behavior in the form of recommender systems. In 2014, he consulted for NBC Universal to provide a strategic roadmap in the future of TV advertising, including broadcast TV, addressable TV, linear TV and nonlinear TV. In 2014, he consulted for Samsung to help establish their internet-of-things strategic roadmap for the future. • In my research I have also collaborated with Alibaba, China Mobile, Indiegogo, S. Korea Telecom, Travelocity, Telefonica, etc., which have led to several journal publications (for e.g., MS 2019, ISR 2019, MS 2017, MS 2016, ISR 2016, MS 2015, ISR 2013, Mkt. Sc. 2012) and their implementation within firms. • Beyond personal consulting and research, as the co-Director of the Stern MSBA Capstone program, I have supervised or advised more than 75 advanced analytics and data science projects involving real companies and their datasets, which have provided invaluable experiential learning for NYU MSBA students since 2013. These projects skate all 4 pillars of analytics - descriptive, predictive, causal and prescriptive. • I was the Chief Data Scientist for 3Ti China based out of Shanghai between 2013-2017 and shaped their data science efforts across mobile system integration projects until the acquisition process initiated by WPP in Aug 2017. 3Ti provided Internet and IoT solutions, and developed smart wearables and smart health products for leading clients both locally in China and abroad, including China CITIC Bank, Mastercard, UnionPay, China Eastern, Ctrip, Michelin China, IKEA, OPPO, Shiseido and Fosun. • Since 2010, I have served as the Scientific Advisor or served on the Board of Directors of many start-ups in the US, UK, India, Hong Kong, South Korea, Singapore, and China including Lucidity, NetCore, Tamoco, Adrealm, Leverage Edu, OneVest, Co-FoundersLab, IBus Networks, ZeroWeb, and EywaMedia amongst others. His academic publications in mobile marketing (MS 2019, ISR 2019, Marketing Science 2015, ISR 2013) were instrumental in influencing the backbone of several of these start-ups, notably for ZeroWeb in South Korea and IBus Networks in India. My best selling and multiple award-winning book TAP: Unlocking the Mobile Economy has influenced both start-ups and established firms that leverage the granular consumer data from mobile devices to create targeted mobile advertising strategies. It has been translated into five languages so far and continues to inspire many corporations and start-ups, globally. I have served numerous times as the key expert witness for big tech firms in their high stakes litigation matters. My academic expertise and research has been influential in several high profile matters involving securities, intellectual property, antitrust and competition, trademark and copyright infringement, and merger-acquisition appraisal cases. They have influenced outcomes in more than a dozen high stakes corporate lawsuits. • I have served as an expert witness in several high profile litigation matters, including the (i) Facebook IPO matter (2015 and 2017), (ii) the Verizon-AOL merger appraisal matter (2017), (iii) the Federal Trade Commission's anti-trust case against 1-800-Contacts (2017), (iv) the interactive music streaming royalty rate case between Apple, Amazon, Google, Spotify, and the Copyright Royalty Board (2017), (v) the Alibaba counterfeit goods lawsuit (2018), (vi) the Snapchat patent violation case against Vaporstream (2018), (vii) the counterfeit goods case against Amazon (2019), (viii) the Yahoo privacy breach matter (2019), (ix) the Apple App store intellectual property case (2019), and (x) the Snapchat IPO matter (2019), amongst others. Specifically, his academic research in online reviews, reputation systems, digital marketing, data privacy trade-offs, internet commerce, and mobile advertising (MS 2019, ISR 2019, ISR 2013, Marketing Science 2012, MS 2011) were referenced in these litigation matters by attorneys, used to calculate damages, cited in trial testimonies and sometimes relied upon by judges. • In 2020, two of the four ‘big tech’ firms retained me to serve as an expert witness in what are likely to be the most high profile anti–trust cases of this decade. These anti-trust lawsuits are being brought, for instance by regulators such as the Department of Justice and the Federal Trade Commission. My research publications on adtech, martech, mobile economy, and digital marketing (for e.g., ISR 2019, MISQ 2016, Marketing Science 2010, MS 2009) were helpful for these retentions and will be critical for his expert reports. The Attorney Generals from several of the 50 US states will also be launching similar lawsuits against big tech firms and he has been told by attorneys that his academic expertise will be required there. • I have been affiliated as a Scientific Expert with Cornerstone Research since 2014 and the Analysis Group since 2017. I recently joined Compass Lexecon to spearhead their presence in high stakes litigation matters involving tech firms such as Apple, Amazon, Google, Microsoft, Verizon, Snapchat, Facebook and the likes. These three firms are amongst the top economic consulting firms, globally. I have shaped and influenced dozens of firms’ decision-making via Executive Education courses worldwide. Many of these programs involve taking a deep dive into digital marketing, AI, digital strategy and business analytics to initiate or expedite digital transformation in organizations. My C-suite and executive clients have included companies in the US, Taiwan, South Korea, Mexico, India, China, Brazil, and several countries in Europe. I am also a frequent keynote speaker in senior executive gatherings and thought leading events globally. In 2017 I was recognized by Thinkers50 as one of the Top Management Thinkers globally most likely to shape the future of how organizations are managed and led in the next generation. I am happy to engage in a variety of ways with companies such as consulting, workshop, speaking engagements and research collaboration.