Anna Tuchman joined the marketing faculty at the Kellogg School of Management in 2016. Professor Tuchman's research interests include the study of advertising and its underlying mechanisms, as well as questions that lie at the intersection of public policy and marketing. Her policy-related work evaluates the effects of e-cigarette advertising on demand for traditional cigarettes, studies how consumers respond to soda taxes, and assesses the prevalence of gender-based segmentation and price discrimation in the consumer packaged goods (CPG) industry. Her work on advertising focuses on measuring advertising effectiveness in both the TV and digital spaces and on understanding the underlying mechanisms through which advertising affects consumer behavior.

Professor Tuchman holds a PhD in Marketing and an MA in Economics from Stanford University. She completed her BA at the University of Pennsylvania. Before her graduate studies, she worked in economic litigation consulting at Cornerstone Research.

Quantitative Marketing 

Empirical Industrial Organization

Advertising: Digital and TV Advertising, Mechanisms, Addictive Goods, Addressable TV Markets, Ad Skipping 

Pricing

Policy and Regulation

• Master of Arts, 2016, Economics, Stanford University
• Doctor of Philosophy, 2016, Marketing, Stanford University
• Bachelor of Arts, 2009, Economics, Mathematics, And Hispanic Studies, University of Pennsylvania

• Associate Professor, Marketing, Kellogg School of Management, Northwestern University, 2020-present
• Assistant Professor, Marketing, Kellogg School of Management, Northwestern University, 2016-2020

• Intern, CIGNA International, 2008-2008
• Analyst, Cornerstone Research, 2009-2011

• MSI Young Scholar
• Distinguished Winner of the AMA-EBSCO-RRBM Award for Responsible Research in Marketing, American Marketing Association
• Finalist, Paul E. Green Award
• Winner, Frank M. Bass Dissertation Paper Award, INFORMS Society for Marketing Science
• Finalist, John D.C. Little Award for the Best Paper Published in Marketing Science in 2019, INFORMS Society for Marketing Science
• Sidney J. Levy Teaching Award

• Editorial Board, Marketing Science, 2021
• Editorial Board, Journal of Marketing Research, 2021

Topics in Quantitative Marketing (MKTG-552-0)
This seminar required of 2nd-4th year students exposes students to working papers in current areas of active research. Students read, present, and discuss recent papers with the goal of improving their ability to evaluate a paper's academic contribution and managerial relevance and to further extend their knowledge of models and methods.

Quantitative Marketing: Introduction to Theory and Empirical Methods (MKTG-551-1)
This survey course introduces students to substantive and methodological issues in quantitative marketing. We cover ~6 weeks of material on substantive issues such as pricing, advertising, peer effects, and word of mouth. We also cover ~4 weeks of material on methods of causal inference. The readings are multidisciplinary and include topics from marketing, psychology, microeconomics, operations management, and macroeconomics

Field Study (MKTG-498-5)
Field Study

Retail Analytics and Pricing (MKTG-462-0)
This course will teach you how to use analytics and data to address decisions faced by retailers and manufacturers. Pricing and promotion decisions are emphasized, with additional coverage on topics such as private labels, product assortment, trade funding, shopper marketing, and more. The course is organized around a hierarchy of topics. We spend roughly one week understanding pricing and promoting to an individual customer. This analysis provides the foundation as we move to more aggregate decisions, such as setting regular and promoted prices at the product level, managing category pricing, and understanding the drivers of store traffic. As we progress through this hierarchy of decisions, we illustrate how different types of data can---or can't---be used to answer managerial questions. A key part of the class is understanding the limitations of different types of data and how better planning can both simplify the analytics and increase your confidence in the findings. This class is very practical and hands-on. Most of the data we analyze is from real-world managerial problems, through collaborations with leading retailers and consulting firms who have brought problem-driven challenges to the classroom. Weekly homework assignments, both individual and group, are paired with in-class cases. There is no final exam.