Kinshuk Jerath

  • Assistant Professor of Marketing (2008—present)
  • Tepper School of Business
  • Carnegie Mellon University

  • Email: kinshuk [AT] cmu [DOT] edu
  • Web: http://www.andrew.cmu.edu/~kinshuk
  • Twitter: @kinshukjerath

  • Office: Posner Hall, 372
  • Mailing Address: 5000 Forbes Avenue, Tepper School of Business, Carnegie Mellon University, Pittsburgh, PA 15213
  • Phone: (412) 268 2215
  • Education

  • Ph.D., Marketing, 2008
  • Wharton School, University of Pennsylvania

  • Bachelor of Technology, Computer Science and Engineering, 2003
  • Indian Institute of Technology Bombay
  • Research

    Research Interests

    My research is motivated by emerging trends in marketing, primarily the impact of technology on marketing practice, and my specific research interests are in: (i) retailing, (ii) online advertising and (iii) customer-centric management. My preferred methodological approaches are applied game theory and applied statistics.

    Retailing: Retailing always has been, and always will be, a huge component of the GDP of all economies. In my research, I try to understand the different aspects of both online and traditional (brick-and-mortar) retailing. I have worked on distribution channel design issues such as online platform selling (Abhishek, Jerath and Zhang 2012, Jiang, Jerath and Srinivasan 2011) and the store-within-a-store selling format in department stores (Jerath and Zhang 2010). I have also worked on pricing and promotion strategies (Goic, Jerath and Srinivasan 2011, Jerath, Netessine and Veeraraghavan 2010) and store brand strategy (Geylani, Jerath and Zhang 2011). More recently, I have become interested in understanding unorganized retailing in emerging economies and the impact of entry of organized retailers (paper coming soon). Retailing involves close coordination between the marketing and operations management departments of the firm, which has motivated some work on the marketing and operations management interface (Jerath, Netessine and Veeraraghavan 2010, Jerath, Netessine and Zhang 2010).

    Online Advertising: The emergence of ground-breaking digital technologies in the last two decades has had a significant impact on how firms advertise. Motivated by this, I have studied issues in online advertising, primarily different aspects of sponsored-search advertising (Jerath, Ma, Park and Srinivasan 2011, Jerath and Sayedi 2012, Sayedi, Jerath and Srinivasan 2012, Jerath, Ma and Park 2012).

    Customer-Centric Management through Data Analytics: Advances in technology have enabled firms to track and address customers individually, which has led to the development of the new paradigm of customer-centric management. I develop statistical models that can serve managers as supportive decision tools for customer-centric management. My focus has been on models for estimating customer lifetime value (Fader, Hardie and Jerath 2007a, Jerath, Fader and Hardie 2011, 2012), and on understanding and predicting customer behavior in a service-support setting, such as a call center (Jerath, Kumar and Netessine 2012). In the face of the rise of "big data," my strong belief is that the models and data structures that we use for analysis should become simpler rather than more complicated (Jerath, Fader and Hardie 2012). More recently, I have also become interested in multi-channel customer management, especially in the problem of "marketing attribution" (paper coming soon).

    Other: Research on technology-based marketing has naturally led me to explore topics at the intersection of marketing and information systems (Jerath and Padmanabhan 2005, Lu, Jerath and Singh 2012).

    Journal Publications

    1. Lu, Yingda, Kinshuk Jerath and Param Vir Singh (2012), “The Emergence of Opinion Leaders in a Networked Online Community: A Dyadic Model with Time Dynamics and a Heuristic for Fast Estimation,” Management Science, forthcoming. [Download]
    2. Jiang, Baojun, Kinshuk Jerath and Kannan Srinivasan (2011), “Firm Strategies in the "Mid Tail" of Platform-Based Retailing,” Marketing Science, 30 (5), 757-775 [Lead Article]. [Download]
    3. Jerath, Kinshuk, Peter S. Fader and Bruce G.S. Hardie (2011), “New Perspectives on Customer "Death" Using a Generalization of the Pareto/NBD Model,” Marketing Science, 30 (5), 866-880. [Download]
    4. Jerath, Kinshuk, Liye Ma, Young-Hoon Park and Kannan Srinivasan (2011), “A "Position Paradox" in Sponsored Search Auctions,” Marketing Science, 30 (4), 612-627. [Download]
    5. Marcel Goic, Kinshuk Jerath and Kannan Srinivasan (2011), “Cross-Market Discounts,” Marketing Science, 30 (1), 134-148. [Download]
    6. Jerath, Kinshuk and Z. John Zhang (2010), “Store Within a Store,” Journal of Marketing Research, XLVII (August), 748-763. [Download]
    7. Jerath, Kinshuk, Serguei Netessine and Senthil Kumar Veeraraghavan (2010), “Revenue Management with Strategic Customers: Last-Minute Selling and Opaque Selling,” Management Science, 56 (3), 430-448. [Download]
    8. Fader, Peter S., Bruce G.S. Hardie and Kinshuk Jerath (2007a), “Estimating CLV Using Aggregated Data: The Tuscan Lifestyles Case Revisited,” Journal of Interactive Marketing, 21 (3), 55-71. [Download]

    Papers under Review

    1. Dai, Tinglong and Kinshuk Jerath (2012), “Salesforce Compensation with Inventory Considerations,” under review at Management Science. [Download]
    2. Jerath, Kinshuk and Amin Sayedi (2012), “Exclusive Display in Sponsored Search Advertising,” under review at Marketing Science. [Download]
    3. Sayedi, Amin, Kinshuk Jerath and Kannan Srinivasan (2012), “Competitive Poaching in Sponsored Search Advertising and its Strategic Impact on Traditional Advertising,” revision invited at Marketing Science. [Download]
    4. Jerath, Kinshuk, Peter S. Fader and Bruce G.S. Hardie (2012), “Customer-Base Analysis on a ''Data Diet'': Model Inference Using Repeated Cross-Sectional Summary (RCSS) Data,” revision invited at Management Science. [Download] (Previous title: "Customer-Base Analysis Using Repeated Cross-Sectional Summary (RCSS) Data.")

    Working Papers

    1. Jerath, Kinshuk, Liye Ma and Young-Hoon Park (2012), “Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity,” working paper, Carnegie Mellon University. [Download]
    2. Jerath, Kinshuk, Anuj Kumar and Serguei Netessine (2012), “An Information Stock Model of Customer Behavior in Multichannel Customer Support Services,” working paper, Carnegie Mellon University. [Download]
    3. Abhishek, Vibhanshu, Kinshuk Jerath and Z. John Zhang (2012), “To Platform-Sell or Resell? Channel Structures in Electronic Retailing,” working paper, Carnegie Mellon University. [Download]
    4. Tansev Geylani, Kinshuk Jerath and Z. John Zhang (2011), “Store Loyalty and Competitive Store Brand Strategy,” working paper, Carnegie Mellon University.
    5. Jerath, Kinshuk, Serguei Netessine and Z. John Zhang (2010), “Can We All Get Along? Incentive Contracts to Bridge the Marketing and Operations Divide,” working paper, Carnegie Mellon University.

    Other Publications

    1. Jerath, Kinshuk, Serguei Netessine and Senthil Kumar Veeraraghavan (2009), “Selling to Strategic Customers: Opaque Selling Strategies,” in Operations Management Models with Consumer-Driven Demand (Eds: Serguei Netessine and Christopher S. Tang), Springer. [Download]
    2. Jerath, Kinshuk and Balaji Padmanabhan (2005), “Query-Driven Conceptual Browsing: A Semi-Automated Approach for Building and Exploring Concepts on the Web,” Proceedings of WITS 2005, 117-122. [Download]

    Technical Notes

  • Fader, Peter S., Bruce G.S. Hardie and Kinshuk Jerath (2007b), “Deriving an Expression for P(X(t, t+T) = x) Under the Pareto/NBD Model.” [Download]
  • Fader, Peter S., Bruce G.S. Hardie and Kinshuk Jerath (2007c), “Deriving the Likelihood Expression for Holdout Data Under the Pareto/NBD Model.” [Download]

    Teaching

    I am teaching the following UG courses in Fall 2012.

  • 70-381: Marketing I (Semester-long core course for undergraduates) [Syllabus]


  • I taught the following UG, MBA and PhD courses in Spring 2012.

  • 70-381: Marketing I (Semester-long core course for undergraduates) [Syllabus]
  • 70-487 A4: Customer Management Using Probability Models (Undergraduate offering in Mini 4; paired with "70-488 A3: Interactive Marketing" in Mini 3) [Syllabus]
  • 45-924 A4: Customer Management Using Probability Models (MBA offering in Mini 4) [Syllabus]
  • 47-752 A4: Customer Management Using Probability Models (PhD offering in Mini 4) [Syllabus]


  • I taught the following PhD course in Mini 1 in Fall 2011.

  • 47-753 A1: Analytical Models in Marketing (PhD offering) [Syllabus]

  • Grants and Honors

  • Invited participant at the MSI Young Scholars Meeting, 2013
  • Institute for Asian Consumer Insight grant for "The Coexistence of Organized and Unorganized Retailing in Emerging Economies" (2012), with S. Sajeesh and Z. John Zhang
  • MSI research grant for "The Challenges of Communication and Branding in a Digital Era" (2011), with Amin Sayedi
  • Distinguished Service Award, Management Science, 2010.
  • Faculty Giving Chair, Tepper School of Business, Carnegie Mellon University (2010-2011)
  • MSI and WIMI research grant for "Multichannel Customer Behavior in Customer Support Services" (2010), with Anuj Kumar and Serguei Netessine
  • Google & WPP Marketing Research Award (2010), co-PI with Alan Montgomery
  • Berkman Faculty Development Fund research grant, Carnegie Mellon University (2009)
  • Russell Ackoff Award for Research on Human Decision Processes, Wharton School, University of Pennsylvania (2008)
  • The Mack Center for Technological Innovation research grant, Wharton School, University of Pennsylvania (2007)
  • Jay H. Baker Retailing Initiative research grant, Wharton School, University of Pennsylvania (2005)
  • Doctoral Fellowship, Wharton School, University of Pennsylvania (2003-2007)
  • National Talent Search Scholar, India (1997-2003)

  • Invited/Peer Reviewed Talks

  • Purdue University (December 2012)
  • Invited discussant, Marketing-Operations Interface Special Session, MSOM Conference (June 2012)
  • University of Toronto (April 2012)
  • University of Florida (February 2012)
  • University of Southern California (February 2012)
  • Columbia University (January 2012)
  • Professor's Institute organized by the Direct Marketing Educational Foundation (January 2012)
  • MSI Conference on New Developments in the Practice of Marketing Science 2011-2012: Impact and Implementation (December 2011)
  • Cornell University (December 2011)
  • London Business School (October 2011)
  • Erasmus Research Institute of Management, Erasmus University (October 2011)
  • Invited discussant, Summer Institute in Competitive Strategy, University of California at Berkeley (July 2011)
  • Dartmouth College (May 2011)
  • Marketing Academic Research Colloquium, University of Maryland, College Park (May 2011)
  • Frontiers of Research in Marketing Conference, University of Texas at Dallas (February 2011)
  • University of St. Gallen (February 2011)
  • INSEAD (February 2011)
  • Cross-Platform and Multi-Channel Customer Behavior Conference, University of Pennsylvania (December 2010)
  • Massachusetts Institute of Technology (November 2010)
  • Customer Insights Conference, Yale School of Management (May 2010)
  • Frontiers of Research in Marketing Conference, University of Texas at Dallas (February 2010)
  • Invited tutorial on Customer Lifetime Value Models, University of Pittsburgh (February 2010)
  • University of Pittsburgh (February 2010)
  • Panelist, Customer Lifetime Value Models and Measurements, MSI Conference on The Practice and Impact of Marketing Science (January 2010)
  • Marketing and Operations Management Interface Special Session, Revenue Management and Pricing Conference (June 2008)
  • Symposium on Challenges in E-Commerce Research (May 2008)
  • Carnegie Mellon University (October 2007)
  • University of California at Berkeley (October 2007)
  • Northwestern University (October 2007)
  • Washington University in St. Louis (October 2007)
  • University of Washington at Seattle (October 2007)
  • University of Minnesota Twin Cities (October 2007)
  • University of Texas at Dallas (October 2007)
  • University of Miami (September 2007)
  • Emory University (September 2007)
  • Hong Kong University of Science and Technology (September 2007)
  • National University of Singapore (September 2007)
  • Workshop on Information Technology and Systems (December 2005)


  • Last updated: December 2012.

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