Song Yao
Song Yao

Assistant Professor of Marketing

Print Overview

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'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 and the Journal of Marketing Research.

Professor Yao teaches the MBA elective "Customer Analytics" at the Kellogg School of Management. He also taught 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 the 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
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

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.

Print Teaching
Full-Time / Evening & Weekend MBA
Customer Analytics (MKTG-953-0)
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.