BIO

Hema Yoganarasimhan is a faculty member at the Foster School of
Business at the University of Washington. She is recognized as one of
the leading experts in quantitative marketing. Hema’s research brings
together large-scale marketing data, economic theory, econometrics,
generative AI, and machine learning tools to help firms optimize and
automate their marketing decisions. She currently serves as a senior
editor at Marketing Science.

Her recent work covers a wide variety of topics, including mobile
advertising, content optimization, adaptive pricing and promotions,
combining bandits and LLMs to improve experimentation, measurement of
media polarization using image data, and personalized policy design
for search rankings, promotions, and social media. Together, her
recent body of work presents creative yet technically viable solutions
to the challenges that businesses face in today’s world.