Executive Director of the A.C. Nielsen Center for Marketing Analytics and Insights
Professor | Marketing
Arthur C. Nielsen, Jr. Chair in Marketing Research and Education
4191C/3424 Grainger Hall
(608) 262-1990

Biography

Neeraj Arora is Arthur C. Nielsen, Jr. Chair in Marketing Research and Education at the University of Wisconsin-Madison where he also serves as the executive director of the A.C. Nielsen Center for Marketing Analytics and Insights. He currently serves on the editorial board of Journal of Marketing Research, Marketing Science, Quantitative Marketing and Economics (associate editor), Journal of Marketing, Journal of Retailing (associate editor) and Customer Needs and Solutions (senior editor). He has an undergraduate degree in engineering from Delhi University, and an MBA and Ph.D. from The Ohio State University.

Professor Arora’s current research interests include online experimentation, effectiveness of digital advertising, and machine learning tools for marketing analytics. PhD applicants interested in working on topics that are at the intersection of marketing, consumer/societal welfare, and empirical methods are encouraged to contact him via an email.

Professor Arora’s past research has focused on marketing problems that require statistical models of consumer choice. Typical contexts for his research include brand choices made by individuals, and groups. Using data sources that include experiments, and readily available in-market buyer behavior, he builds models that rely on Bayesian statistics, theories of psychology and microeconomics. His research has appeared in the Journal of Marketing Research, Marketing Science, Journal of Marketing, Journal of Consumer Research, Journal of Retailing, International Journal of Research in Marketing, Customer Needs and Solutions, and Marketing Letters.

Professor Arora teaches Undergraduate, MBA and PhD students. His teaching interests include marketing analytics and marketing strategy. He has served as a business consultant in a variety of areas that include marketing analytics, research methodologies and legal matters. Before joining UW-Madison, Professor Arora served on the marketing faculty at Virginia Tech.

Research

Selected Accepted Journal Articles

Sadeghi, S. & Chien, P. & Arora, N. (2019). Sliced Designs for Multiplatform Online Experiments Technometrics

Maleeha, Q. & Tunuguntla, S. & Lee, P. & Kanchinadam, T. & Fung, G. & Arora, N. (2018). Discovering Temporal Patterns from Insurance Interaction Data Association for the Advancement of Artificial Intelligence

Selected Published Journal Articles

Boldt, L. & Arora, N. (2017). Dyadic Compromise Effect Marketing Science

Aribarg, A. & Arora, N. & Henderson, T. & Kim, Y. (2014). Private Label Imitation of a National Brand: Implications for Consumer Choice and Law Journal of Marketing Research

Arora, N. & Henderson, T. & Liu, Q. (2011). Non-compensatory Dyadic Choices Marketing Science

Liu, Q. & Arora, N. (2011). Efficient Choice Designs for a Consider-Then-Choose Model Marketing Science

Henderson, T. & Arora, N. (2010). Promoting Brands across Categories with a Social Cause Journal of Marketing

Aribarg, A. & Arora, N. & Kang, M. (2010). Predicting Joint Choice Using Individual Data Marketing Science

Working Papers

Arora, N. & Fung, G. & Tunuguntla, S. (2017). T-Patterns in Business Marketing Science

Teaching

Graduate Courses

Seminar-Marketing PhD (MKT 972), Spring 2019.
This course is for PhD students in marketing and related quantitative fields. It surveys quantitative research in the field of marketing. The primary goal is enhance student awareness of different ways in which statistical modeling has become relevant to marketing, the different types of models that are popular in the field, trace the evolution of the statistical models over the years and our current challenges. The students will get an opportunity to read published papers, critique them, learn how to identify a research question, and begin to answer it using empirical methods.

Marketing Analytics (MKT 815), Spring 2019.
We will study the impact of analytics on successful marketing decisions. The course covers a spectrum of topics that include marketing metrics, digital analytics, marketing response models, segmentation, product design, experimentation and big data. It is designed for students with some background in quantitative methods and an exposure to basic marketing research concepts. The course will use a combination of lectures, cases and hands-on model building focused on marketing analytics.

Marketing Research (MKT 710), Fall 2011.
The purpose of marketing research is to provide information to make better business decisions. In this course you will be introduced to different stages of the marketing research process. The course will provide you with the necessary knowledge base and tools to (a) conduct basic marketing research and (b) become a thoughtful consumer of marketing research. My goal is to assist you in developing a mindset that continually relies on information based decisions. We will focus on qualitative and quantitative aspects of marketing research as it relates to business problems such as market segmentation, assessing demand and new product design.

Service

Editorial and Reviewing Activities

Journal of Marketing Research - Since January 2019
Associate Editor

Journal of Retailing - January 2015 - December 2019
Associate Editor

Quantitative Marketing and Economics - Since January 2013
Editorial Board Member

Customer Needs and Solutions - Since January 2013
Senior Editor

Journal of Marketing - Since January 2011
Editorial Board Member

Marketing Science - Since January 2007
Editorial Board Member

Journal of Marketing Research - January 2001 - December 2019
Editorial Board Member