Srinivas Tunuguntla

Srinivas Tunuguntla is an Assistant Professor in the Marketing Area. He received his PhD in Marketing from the University of Wisconsin-Madison. His research focuses on the development of methods for measuring and improving marketing impact, with a particular interest in digital ecosystems. Relying on theories of machine learning, psychology, and microeconomics, Srinivas develops generalizable causal inference methods. He extends these approaches to produce machine learning based decision support systems and explore the game theoretic implications of their widespread adoption. Substantively, his research interests include effectiveness of digital advertising, exploring moderators of ad response, and attribution. His research has appeared in the Journal of Marketing Research and the proceedings of Association for the Advancement of Artificial Intelligence.