Machine Learning for Marketing Scholars
Introduction
An 蹤獲扦夥厙 DocSIG Webinar, 23 Jan 2026
INTEREST CATEGORY: MARKETING RESEARCH, DOCTORAL STUDENTS
POSTING TYPE: Events
Posted by: Rafaela Canova Davide
滕埠佞 返莞荊塔鳶氣 | 氣埠蛤塔鳶 莞氣遲鳶塔鳶 喫滕 氣遲賅莞塔鳶 佞埠蛤滕屢氣遲: 氣氣 滕遲莞 氣鳶 滕鳶遲埠 莞氣遲莞綾莞鳶 喫遲滕 劾鳶遲埠遲莞 氣 荊 遲滕. . 佞梗蛤塔
As marketing data becomes richer, noisier, and increasingly unstructured, scholars are turning to machine learning, causal inference, and high-dimensional statistical tools to answer classical marketing questions in new ways.
This session introduces doctoral students to two practical sets of machine learning tools that expand the empirical possibilities of marketing research. We begin with Random Forests and Causal Forestscore methods for uncovering nonlinear relationships, capturing heterogeneity, and estimating heterogeneous treatment effects in both observational and experimental settings. We then turn to modern techniques for transforming unstructured contenttext, images, audio, and videointo meaningful variables that broaden the range of constructs and phenomena marketing scholars can examine. The session will emphasize an intuitive understanding of these methods and how to interpret their results to advance theoretical insight.
道ate: Friday, Jan 23, 2026
酪ime: 13:00 -14:00 ET
過ocation: Zoom
兢曈妊梇:
荊滕 蛤 佞踢莞氣賅莞:
Dr. is the James L. Frank 32 Professor of Marketing at Yale School of Management and FounderDirector of the Yale China India Insights Program. A leading figure in quantitative marketing, he has pioneered structural empirical methods and advanced research in customer management, salesforce compensation, organizational buying, and AI-driven analytics.
His work spans machine learning, causal inference, field experiments, and game theory, and has earned top honors including the Bass Award, Little Award, Lehmann Award, and recognition as an ISMS Fellow (2023). Dr. Sudhir served as Editor-in-Chief of Marketing Science (20162021) and has held visiting appointments at MIT, Cambridge, INSEAD, Toronto, HKUST, and Microsoft Research.
Have a question for Dr. K. Sudhir? Submit it in advance via the registration form. Well prioritize questions related to the webinar’s focus.
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