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  2. Faculty
  3. Kinshuk Jerath

Kinshuk Jerath

Arthur F. Burns Professor of Free and Competitive Enterprise; Chair of the Marketing Division
Marketing Division
Kinshuk Jerath
Areas of Expertise
Artificial Intelligence (AI), Data & Business Analytics, Marketing, Marketplace Design, Media
Contact
Office: 943 Kravis
E-mail: [email protected]
Links
Personal Website
Curriculum Vitae

Kinshuk Jerath is the Arthur F. Burns Chair of Free and Competitive Enterprise, Professor of Business in the Marketing division at Columbia Business School. He is also the Chair of the Marketing Division. His research is in technology-enabled marketing, primarily in online advertising, online and offline retailing, sales force management and customer management. His research has appeared in top-tier marketing and operations management journals, such as Marketing Science, Journal of Marketing Research, Management Science and Operations Research. He is an Associate Editor at Journal of Marketing Research, Management Science, Quantitative Marketing and Economics, and Journal of Retailing, a Senior Editor at Production and Operations Management, and serves on the editorial boards of several other top-tier journals including Marketing Science. He has been nominated by the Marketing Science Institute (MSI) as a Young Scholar in 2013 and as a Scholar in 2018, and has received research award grants from Amazon, Google, Adobe and other companies and institutes, including MSI. At Columbia Business School, Professor Jerath teaches courses on Digital Marketing, Frontiers of Retailing and Customer Management. He has consulted for Fortune 500 companies, has served as an expert in several high-profile legal cases, and sits on the advisory boards of multiple startups. He received a B.Tech. degree in Computer Science and Engineering from the Indian Institute of Technology Bombay and a Ph.D. degree in Operations and Information Management from the Wharton School of the University of Pennsylvania. Prior to being at Columbia, he was on the faculty of the Tepper School of Business at Carnegie Mellon University. 

Education
B.Tech., Indian Institute of Technology Bombay, 2003; Ph.D., Wharton School, University of Pennsylvania, 2008
Joined CBS
2013

All Activities

  • Research
  • Teaching
  • Awards and Honors
  • Press
  • CaseWorks
  • Journal articles
  • Working papers
  • Articles
  • Books
  • Chapters
Journal Article
Jerath, Kinshuk and W. Jason Choi
. “Privacy and Consumer Empowerment in Online Advertising.” (January 25, 2022).
Explore Further about Privacy and Consumer Empowerment in Online Advertising
Journal Article
Jerath, Kinshuk and Fei Long
. “Multiperiod Contracting and Salesperson Effort Profiles: The Optimality of "Hockey Stick," "Giving Up" and "Resting on Laurels".”
Journal of Marketing Research
vol.
57
, (January 01, 2020):
211
-
235
.
Explore Further about Multiperiod Contracting and Salesperson Effort Profiles: The Optimality of "Hockey Stick," "Giving Up" and "Resting on Laurels"
Journal Article
Dai, Tinglong and Kinshuk Jerath
. “Salesforce Contracting Under Uncertain Demand and Supply: Double Moral Hazard and Optimality of Smooth Contracts.”
Marketing Science
vol.
38
, (January 01, 2019):
852
-
870
.
Explore Further about Salesforce Contracting Under Uncertain Demand and Supply: Double Moral Hazard and Optimality of Smooth Contracts
Download PDF on Salesforce Contracting Under Uncertain Demand and Supply: Double Moral Hazard and Optimality of Smooth Contracts
Journal Article
Sayedi, Amin, Kinshuk Jerath , and Marjan Baghaie
. “Exclusive Placement in Online Advertising.”
Marketing Science
vol.
37
, (January 01, 2018):
970
-
986
.
Explore Further about Exclusive Placement in Online Advertising
Download PDF on Exclusive Placement in Online Advertising
Journal Article
Jerath, Kinshuk, Sang Kim, and Robert Swinney
. “Product Quality in a Distribution Channel with Inventory Risk.”
Marketing Science
vol.
36
, (January 01, 2017):
747
-
761
.
Explore Further about Product Quality in a Distribution Channel with Inventory Risk
Download PDF on Product Quality in a Distribution Channel with Inventory Risk
Journal Article
Dai, Tinglong and Kinshuk Jerath
. “Impact Inventory on Quota-Bonus Contracts with Rent Sharing.”
Operations Research
vol.
64
, (January 01, 2016):
94
-
98
.
Explore Further about Impact Inventory on Quota-Bonus Contracts with Rent Sharing
Download PDF on Impact Inventory on Quota-Bonus Contracts with Rent Sharing
Journal Article
Amaldoss, Wilfred, Kinshuk Jerath , and Amin Sayedi
. “Keyword Management Costs and "Broad Match" in Sponsored Search Advertising.”
Marketing Science
vol.
35
, (January 01, 2016):
259
-
274
.
Explore Further about Keyword Management Costs and "Broad Match" in Sponsored Search Advertising
Download PDF on Keyword Management Costs and "Broad Match" in Sponsored Search Advertising
Journal Article
Jerath, Kinshuk, S Sajeesh, and Z. John Zhang
. “A Model of Unorganized and Organized Retailing in Emerging Economies.”
Marketing Science
vol.
35
, (January 01, 2016):
756
-
778
.
Explore Further about A Model of Unorganized and Organized Retailing in Emerging Economies
Download PDF on A Model of Unorganized and Organized Retailing in Emerging Economies
Journal Article
Jerath, Kinshuk, Peter Fader, and Bruce G. S. Hardie
. “Customer-Base Analysis Using Repeated Cross-Sectional Summary (RCSS) Data.”
European Journal of Operational Research
vol.
249
, (January 01, 2016):
340
-
350
.
Explore Further about Customer-Base Analysis Using Repeated Cross-Sectional Summary (RCSS) Data
Journal Article
Jerath, Kinshuk, Vibhanshu Abhishek, and Z. John Zhang
. “Agency Selling or Reselling? Channel Structures in Electronic Retailing.”
Management Science
vol.
62
, (January 01, 2016):
2259
-
2280
.
Explore Further about Agency Selling or Reselling? Channel Structures in Electronic Retailing
Download PDF on Agency Selling or Reselling? Channel Structures in Electronic Retailing
Journal Article
Jerath, Kinshuk, Anuj Kumar, and Serguei Netessine
. “An Information Stock Model of Customer Behavior in Multichannel Customer Support Services.”
Manufacturing & Service Operations Management
vol.
17
, (January 01, 2015):
368
-
383
.
Explore Further about An Information Stock Model of Customer Behavior in Multichannel Customer Support Services
Download PDF on An Information Stock Model of Customer Behavior in Multichannel Customer Support Services
Journal Article
Neslin, Scott and Kinshuk Jerath
. “The Interrelationships between Brand and Channel Choice.”
Marketing Letters
vol.
25
, (January 01, 2014):
319
-
330
.
Explore Further about The Interrelationships between Brand and Channel Choice
Journal Article
Jerath, Kinshuk, Liye Ma, and Young-Hoon Park
. “Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity.”
Journal of Marketing Research
vol.
51
, (January 01, 2014):
480
-
486
.
Explore Further about Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity
Download PDF on Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity
Journal Article
Dai, Tinglong and Kinshuk Jerath
. “Salesforce Compensation with Inventory Considerations.”
Management Science
vol.
59
, (December 17, 2013):
2490
-
2501
.
Explore Further about Salesforce Compensation with Inventory Considerations
Journal Article
Lu, Yingda, Kinshuk Jerath , and Param Singh
. “The Emergence of Opinion Leaders in a Networked Online Community: A Dyadic Model with Time Dynamics and a Heuristic for Fast Estimation.”
Management Science
vol.
59
, (August 01, 2013):
1783
-
1799
.
Explore Further about The Emergence of Opinion Leaders in a Networked Online Community: A Dyadic Model with Time Dynamics and a Heuristic for Fast Estimation
Download PDF on The Emergence of Opinion Leaders in a Networked Online Community: A Dyadic Model with Time Dynamics and a Heuristic for Fast Estimation
Journal Article
Sayedi, Amin, Kinshuk Jerath , and Kannan Srinivasan
. “Competitive Poaching in Sponsored Search Advertising and Its Strategic Impact on Traditional Advertising.”
Marketing Science
vol.
33
, (January 01, 2013):
586
-
608
.
Explore Further about Competitive Poaching in Sponsored Search Advertising and Its Strategic Impact on Traditional Advertising
Download PDF on Competitive Poaching in Sponsored Search Advertising and Its Strategic Impact on Traditional Advertising
Journal Article
Jiang, Baojun, Kinshuk Jerath , and Kannan Srinivasan
. “Firm Strategies in the "Mid Tail" of Platform-Based Retailing.”
Marketing Science
vol.
30
, (January 01, 2011):
757
-
775
.
Explore Further about Firm Strategies in the "Mid Tail" of Platform-Based Retailing
Download PDF on Firm Strategies in the "Mid Tail" of Platform-Based Retailing
Journal Article
Goic, Marcel, Kinshuk Jerath , and Kannan Srinivasan
. “Cross-Market Discounts.”
Marketing Science
vol.
30
, (January 01, 2011):
134
-
148
.
Explore Further about Cross-Market Discounts
Download PDF on Cross-Market Discounts
Journal Article
Jerath, Kinshuk, Peter Fader, and Bruce G. S. Hardie
. “New Perspectives on Customer "Death" Using a Generalization of the Pareto/NBD Model.”
Marketing Science
vol.
30
, (January 01, 2011):
866
-
880
.
Explore Further about New Perspectives on Customer "Death" Using a Generalization of the Pareto/NBD Model
Download PDF on New Perspectives on Customer "Death" Using a Generalization of the Pareto/NBD Model
Journal Article
Jerath, Kinshuk, Liye Ma, Young-Hoon Park, and Kannan Srinivasan
. “A "Position Paradox" in Sponsored Search Auctions.”
Marketing Science
vol.
30
, (January 01, 2011):
612
-
627
.
Explore Further about A "Position Paradox" in Sponsored Search Auctions
Download PDF on A "Position Paradox" in Sponsored Search Auctions
Journal Article
Jerath, Kinshuk and Z. John Zhang
. “Store Within a Store.”
Journal of Marketing Research
vol.
47
, (August 01, 2010):
748
-
763
.
Explore Further about Store Within a Store
Download PDF on Store Within a Store
Journal Article
Jerath, Kinshuk, Serguei Netessine, and Senthil Veeraraghavan
. “Revenue Management with Strategic Customers: Last-Minute Selling and Opaque Selling.”
Management Science
vol.
56
, (January 01, 2010):
430
-
448
.
Explore Further about Revenue Management with Strategic Customers: Last-Minute Selling and Opaque Selling
Download PDF on Revenue Management with Strategic Customers: Last-Minute Selling and Opaque Selling
Journal Article
Fader, Peter, Bruce G. S. Hardie, and Kinshuk Jerath
. “Estimating CLV Using Aggregated Data: The Tuscan Lifestyles Case Revisited.”
Journal of Interactive Marketing
vol.
21
, (January 01, 2007):
55
-
71
.
Explore Further about Estimating CLV Using Aggregated Data: The <em>Tuscan Lifestyles</em> Case Revisited
Working Paper
Abhishek, Vibhanshu, Kinshuk Jerath , and Siddhartha Sharma
. The Impact of Retail Media on Online Marketplaces: Insights from a Field Experiment. June 01, 2023.
Explore Further about The Impact of Retail Media on Online Marketplaces: Insights from a Field Experiment
Working Paper
Abhishek, Vibhanshu, Kinshuk Jerath , and Z. Zhang
. To Platform-Sell or Resell: Channel Structures in Electronic Retailing. January 01, 2014.
Explore Further about To Platform-Sell or Resell: Channel Structures in Electronic Retailing
Working Paper
Dai, Tinglong and Kinshuk Jerath
. Impact of Inventory on Quota-Bonus Contracts With Rent Sharing. January 01, 2014.
Explore Further about Impact of Inventory on Quota-Bonus Contracts With Rent Sharing
Working Paper
Geylani, Tansev, Kinshuk Jerath , and Z. Zhang
. Store Loyalty and Competitive Store- Brand Strategy. January 01, 2014.
Explore Further about Store Loyalty and Competitive Store- Brand Strategy
Working Paper
Jerath, Kinshuk, Peter Fader, and Bruce G. S. Hardie
. Customer-Base Analysis on a "Data Diet": Model Inference Using Repeated Cross-Sectional Summary (RCSS) Data. January 01, 2014.
Explore Further about Customer-Base Analysis on a "Data Diet": Model Inference Using Repeated Cross-Sectional Summary (RCSS) Data
Working Paper
Jerath, Kinshuk, S Sajeesh, and Z. Zhang
. The Coexistence of Organized and Unorganized Retailing in Emerging Economies. January 01, 2014.
Explore Further about The Coexistence of Organized and Unorganized Retailing in Emerging Economies
Working Paper
Jerath, Kinshuk, Serguei Netessine, and Z. Zhang
. Can We All Get Along? Incentive Contracts to Bridge the Marketing and Operations Divide. January 01, 2014.
Explore Further about Can We All Get Along? Incentive Contracts to Bridge the Marketing and Operations Divide
Working Paper
Jerath, Kinshuk and Amin Sayedi
. Exclusive Display in Sponsored Search Advertising. January 01, 2014.
Explore Further about Exclusive Display in Sponsored Search Advertising
Working Paper
Goic, Marcel, Kinshuk Jerath , and Kirthi Kalyanam
. Marketing Attribution in a Multichannel Customer Relationship Setting. January 01, 2014.
Explore Further about Marketing Attribution in a Multichannel Customer Relationship Setting
Newspaper/Magazine Article
Jerath, Kinshuk and Michael Brown
. “How the Marketing Technology Landscape Will Transform in the New Year.”
Adweek.com
. January 09, 2019.
Explore Further about How the Marketing Technology Landscape Will Transform in the New Year
Chapter
Jerath, Kinshuk, Serguei Netessine, and Senthil Veeraraghavan
. “Selling to Strategic Customers: Opaque Selling Strategies.” In
Consumer-Driven Demand and Operations Management Models
, edited by
Serguei Netessine and Christopher Tang
,
253
-
300
.
New York
:
Springer
, 2009.
Explore Further about Selling to Strategic Customers: Opaque Selling Strategies
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Course
B8679: Digital Marketing
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Course
B9614: (PhD) Analytical Models
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Course
B8604: Frontiers in Retailing
View Course on Frontiers in Retailing
Course
B9655: MS Digital Marketing
View Course on MS Digital Marketing
Course
B8680: Digital Marketing (Half Term)
View Course on Digital Marketing (Half Term)
Course
B7680: Digital Marketing (Half Term)
View Course on Digital Marketing (Half Term)
  • Awards & Honors
  • In the Media
  • Articles
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  • CaseWorks
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170508

Measuring ROI on Sponsored Search Ads

How should companies measure ROI for paid search ads?

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Case ID
170507

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