Song Yao
Song Yao

MARKETING
Assistant Professor of Marketing

Print Overview

Professor Song Yao has joined the Carlson School of Management at the University of Minnesota.

Song Yao is an Assistant Professor of Marketing and the McManus Research Chair at the Kellogg School of Management, Northwestern University. Professor Yao has won the Paul Green Best Paper Award and the John Howard Dissertation Award, both of which are sponsored by the American Marketing Association. He was the finalist for INFORMS Long Term Impact Award in 2017, the Frank Bass Outstanding Dissertation Award in 2011 and 2012, the John Little Best Paper Award in 2009 and 2011. He has also been selected by the Marketing Science Institute (MSI) as one of the MSI Young Scholars of 2017.

Professor Yao is on the Editorial Review Boards of the Journal of Marketing Research and Marketing Science.  His research interests include quantitative marketing, advertising, online marketing, auctions, pricing, and customer management. His publications appear in leading academic journals, including Management Science, Marketing Science, and the Journal of Marketing Research.



  • 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

Honors and Awards
Finalist, Long Term Impact Award, INFORMS Society for Marketing Science, 2017
MSI Young Scholar, 2017
Finalist, John D.C. Little Best Paper Award, INFORMS, 2009
AMA John A. Howard Award for "A Dynamic Model of Sponsored Search Advertising", 2009
Faculty Impact Award for MBA teaching Excellence, 2010
Finalist, John D.C. Little Best Paper Award, Marketing/Management Science, 2011
Finalist, Frank M. Bass Dissertation Paper Award, INFORMS, 2011
Finalist, Frank M. Bass Dissertation Paper Award, INFORMS, 2012
Paul Green Best Paper Award, American Marketing Association, 2012
Management Science Meritorious Service Award, INFORMS, 2013
McManus Faculty Research Chair, Northwestern University, 2012-2013, 2014-2015

Editorial Positions
Editorial Board Member, Journal of Marketing Research, 2011
Editorial Board Member, Marketing Science, 2017
Ad-hoc Reviewer, Management Science
Ad-hoc Reviewer, Journal of Economics and Management Strategy
Ad-hoc Reviewer, Operations Research
Ad-hoc Reviewer, Review of Marketing Research
Ad-hoc Reviewer, Social Sciences and Humanities Research Council of Canada (SSHRC)

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

Articles
Seiler, Stephan and Song Yao. Forthcoming. The Impact of Advertising along the Conversion Funnel. Quantitative Marketing and Economics.
Seiler, Stephan, Song Yao and Wenbo Wang. Forthcoming. Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment. Marketing Science.
Yao, Song, Yuxin Chen and Wenbo Wang. Forthcoming. TV Channel Search and Commercial Breaks. Journal of Marketing Research.
Chen, Yuxin and Song Yao. Forthcoming. Sequential Search with Refinement: Model and Application with Click-stream Data. Management Science.
Lambrecht, Anja, Avi Goldfarb, Randall Lewis, Anita Rao, Navdeep Sahni and Song Yao. 2014. How Do Firms Make Money Online?. Marketing Letters.
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
Bollinger, Bryan and Song Yao. 2016. Risk Transfer versus Cost Reduction on Two-Sided Microfinance Platforms.

 
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