I am an Associate Professor of Marketing at Said Business School, University of Oxford.

​

My research is broadly situated in the area of digital marketing. I focus on three actions that firms have employed within this ecosystem to attract consumer attention: 1) adopting new forms of digital promotions and advertising to attract consumers, 2) utilizing online reviews to help consumers through the purchase journey, and 3) managing and mitigating crises in unsafe digital environments.

​

I empirically examine these research questions by using statistical and econometric methods, machine learning, structural models as well as lab experiments and focus on the identification of causal effects.

 

I teach Analytics and AI courses at Oxford.