Song Yao
Song Yao

MARKETING
Assistant Professor of Marketing

Print Overview

Song Yao is an Assistant Professor of Marketing at the Kellogg School of Management, Northwestern University.

Professor Yao's research interests include quantitative marketing, online marketing, auctions, pricing, competitive strategy, and customer management. With a methodological and theoretical orientation of empirical microeconomics, his substantive research focuses on network effects, especially in the context of new media such as online retailing and online advertising. His publications appear in leading academic journals, including Marketing Science.

Professor Yao teaches the MBA elective "Information- and Technology-based Marketing" at the Kellogg School of Management. He also teaches the PhD course “Introduction to Applied Econometrics II.” Prior to joining Kellogg, he taught Marketing Management at Duke University.

Professor Yao received his Ph.D. in Business Administration from Duke University, M.A. in Economics from the University of California, Los Angeles, and B.A. in Economics from Renmin University of China.

  • Recent Media Coverage

    The Economist Intelligence Unit: Increasing Revenue from Online Auctions—Buyer-seller interactions affect customer value in two-sided markets

    Financial Times: Something for the weekend

    See all Kellogg in the Media
Print Vita
Education
PhD, 2009, Marketing, Duke University
MA, 2004, Economics, University of California, Los Angeles
CPhil, 2003, Economics, University of California, Los Angeles
BA, 1999, Economics, Renmin University of China, Beijing

Academic Positions
Assistant Professor, Marketing, Kellogg School of Management, Northwestern University, 2009-present

Grants and Awards
AMA John A. Howard Award for "A Dynamic Model of Sponsored Search Advertising", 2009
Finalist, Frank M. Bass Dissertation Paper Award, 2012
Faculty Impact Award for MBA teaching Excellence, 2010
Finalist, John D.C. Little Best Paper Award, Marketing/Management Science, 2012
McManus Faculty Research Chair, Northwestern University, 2012-2013

Editorial Positions
Editorial Review Board, Journal of Marketing Research, 2011-Present

 
Print Research
Research Interests
Quantitative Marketing; Empirical IO; Online Marketing; Auctions; Competitive Strategy; Customer Management

Articles
Yao, Song, Carl F. Mela, Jeongwen Chiang and Yuxin Chen. 2012. Determining Consumers' Discount Rates With Field Studies. Journal of Marketing Research. 49(6): 822-841.
Yao, Song and Carl F. Mela. 2011. A Dynamic Model of Sponsored Search Advertising. Marketing Science. 30: 447-468.
Yao, Song and Carl F. Mela. 2009. Sponsored Search Auctions: Research Opportunities in Marketing. Foundations and Trends in Marketing . 3(2): 75-126.
Yao, Song and Carl F. Mela. 2008. Online Auction Demand. Marketing Science. 27(5): 861-885.
Working Papers
Chen, Yuxin and Song Yao. 2013. Search with Refinement.

 
Print Teaching
Doctoral
Introduction to Applied Econometrics 2 (MECS-477-0)
Introduction to Applied Econometrics 2

Full-Time / Part-Time MBA
Customer Analytics (MKTG-953-0)

This course counts toward the following majors: Marketing, Marketing Management, Media Management

Marketing is evolving from an art to a science. Many firms have extensive information about consumers' choices and how they react to marketing campaigns, but few firms have the expertise to intelligently act on such information. In this course, students will learn the scientific approach to marketing with hands-on use of technologies such as databases, analytics and computing systems to collect, analyze, and act on customer information. While students will employ quantitative methods in the course, the goal is not to produce experts in statistics; rather, students will gain the competency to interact with and manage a marketing analytics team.