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Prasad Vana

Assistant Professor of Business Administration

Email

prasad.vana@tuck.dartmouth.edu

Phone

603-646-0463

Degree

PhD, London Business School, 2017; MS, University of Texas at Austin, 2007; B.Tech, Indian Institute of Technology, 2006

Areas of Expertise

Marketing, machine learning, statistics and econometrics, optimization

Bio

Professor Vana’s research focuses broadly on online marketing utilizing traditional statistical and econometric modeling methodology as well as the more recently developed machine learning tools. He empirically investigates questions related to online promotions and advertising, online platforms, and online reviews. His research includes work on how individual online reviews affect consumer purchase decisions, consumer response to online cashback promotions, consumer decision making in crowdfunding, and the effect of law enforcement busts on Darknet markets.


Professor Vana teaches the core Analytics course and the Quantitative Digital Marketing elective in the MBA Program.

Current Research Topics

  • Digital marketing
  • Quantitative marketing
  • Machine learning
  • Online promotions
  • Online platforms
  • Online reviews
  • Structural models
  • Bayesian methods
  • Big data methods


Professional Activities

Academic positions

  • Assistant Professor of Business Administration, Tuck School of Business, 2017–present
  • Instructor, Marketing Core Course, London Business School, 2016, 2017

Nonacademic positions

  • Analyst/Consultant, AECOM Consult, Columbus, Ohio, 2008–11

Editorial positions

  • Ad hoc Reviewer: Management Science, Marketing Science, Journal of Marketing, International Journal of Research in Marketing, Production and Operations Management

Works in Progress

  • With S. Hong and D. Hovy, “Quality Competition in the Fast Food Chain Industry: Evidence from Online Reviews”
  • With S. Neslin and P. Pachigolla, “Designing Email Content to Increase Customer Engagement”
  • With S. Neslin and D. Poluru, “Creating Creative Content Using Video Analytics”


Awards

  • Fellow, AMA-Sheth Foundation Doctoral Consortium, 2016
  • Deloitte Institute of Innovation and Entrepreneurship PhD Awards, 2015
  • Fellow, EMAC Doctoral Colloquium, 2014
  • Fellow, Workshop on Quantitative Marketing and Structural Economics, 2013
  • Fellow, ISMS Marketing Science Doctoral Consortium, 2013
  • PhD Fellowship, London Business School, 2011–16
  • Recipient, Mary Kate Collins Memorial Endowed Presidential Scholarship, 2007

Working Papers

  • With A. Lambrecht, “The Effect of Individual Online Reviews on Purchase Likelihood”, under revision at Marketing Science
  • With P. Pachigolla, “Do Law Enforcement Busts of Darknet Markets Deter Criminal Activity in Other Darknet Markets?”, submitted to Management Science.
  • With A. Lambrecht, “Modeling the Role of Uncertainty in Crowdfunding Charities: A Multiple Discrete Continuous Choice Approach", preparing for submission to Marketing Science.

Selected Publications