Hema Yoganarasimhan

University of Washington

Associate Professor

481 Paccar Hall

Seattle, WA 98195

United States

http://faculty.washington.edu/hemay/

SCHOLARLY PAPERS

16

DOWNLOADS

2,729

SSRN CITATIONS

62

CROSSREF CITATIONS

45

Scholarly Papers (16)

1.

Targeting and Privacy in Mobile Advertising

Number of pages: 89 Posted: 03 May 2018 Last Revised: 02 Jun 2020
Omid Rafieian and Hema Yoganarasimhan
Cornell University - Cornell Tech NYC and University of Washington
Downloads 512 (77,856)
Citation 21

Abstract:

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mobile, advertising, targeting, machine learning, behavioral targeting, privacy, auctions, regulation, public policy

2.

The Value of Reputation in an Online Freelance Marketplace

Number of pages: 53 Posted: 19 Nov 2012 Last Revised: 22 Aug 2014
Hema Yoganarasimhan
University of Washington
Downloads 468 (86,763)
Citation 17

Abstract:

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online reputation systems, reputation, dynamic structural models, auction

3.

Search Personalization Using Machine Learning

Number of pages: 52 Posted: 06 Apr 2015 Last Revised: 28 Jul 2017
Hema Yoganarasimhan
University of Washington
Downloads 412 (100,630)
Citation 18

Abstract:

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Marketing, Big Data, Machine Learning, Recommendation Engines, Decision Trees, Personalization, Search, E-Commerce

4.

Soul and Machine (Learning)

NYU Stern School of Business
Number of pages: 17 Posted: 24 Sep 2019 Last Revised: 26 Aug 2020
Marshall School of Business, University of Southern California, MIT Sloan School of Management, New York University (NYU) - Leonard N. Stern School of Business, Harvard University - Business School (HBS), Yale School of Management, Duke University, Fuqua School of Business, Boston University - Questrom School of Business, Amazon, University of Michigan, Stephen M. Ross School of Business, University of Michigan, Stephen M. Ross School of BusinessUniversity of Pennsylvania - Marketing Department, Kellogg School of Management, Northwestern University, affiliation not provided to SSRN and University of Washington
Downloads 289 (148,241)
Citation 1

Abstract:

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Machine learning, marketing

5.

Impact of Social Network Structure on Content Propagation – A Study Using YouTube Data

Quantitative Marketing and Economics, Vol. 10, No. 1, 2012
Number of pages: 49 Posted: 19 Nov 2012
Hema Yoganarasimhan
University of Washington
Downloads 174 (238,743)
Citation 4

Abstract:

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Social Network, YouTube, Diffusion, Social Media, User Generated Content, Network Structure, Online Video, Social Influence, Contagion

6.

Estimation of Beauty Contest Auctions

Number of pages: 46 Posted: 14 Apr 2013 Last Revised: 23 Dec 2014
Hema Yoganarasimhan
University of Washington
Downloads 172 (241,079)
Citation 6

Abstract:

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auction, structural model, unobserved heterogeneity, nonparametric, EM algorithm

7.

Star-Cursed Lovers: Role of Popularity Information in Online Dating

Number of pages: 51 Posted: 22 Jul 2019 Last Revised: 16 Mar 2021
Behnaz Bojd and Hema Yoganarasimhan
University of California Irvine and University of Washington
Downloads 149 (271,415)

Abstract:

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online dating, popularity information, strategic shading, two-sided platforms, mobile marketing, matching markets

8.

Identifying the Presence and Cause of Fashion Cycles in Data

Number of pages: 56 Posted: 20 Nov 2012 Last Revised: 22 Jan 2016
Hema Yoganarasimhan
University of Washington
Downloads 139 (286,733)
Citation 6

Abstract:

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Fashion, Social Influence, Panel Data, Marketing, GMM Estimators

9.

Design and Evaluation of Personalized Free Trials

Number of pages: 55 Posted: 06 Aug 2020
Hema Yoganarasimhan, Ebrahim Barzegary and Abhishek Pani
University of Washington, affiliation not provided to SSRN and Independent
Downloads 115 (329,708)
Citation 6

Abstract:

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free trials, targeting, personalization, counterfactual policy evaluation, field experiment, machine learning, policy design, digital marketing

10.

A Bias Correction Approach for Interference in Ranking Experiments

Number of pages: 50 Posted: 30 Jan 2022 Last Revised: 15 Mar 2022
Ali Goli, Anja Lambrecht and Hema Yoganarasimhan
University of Washington - Michael G. Foster School of Business, London Business School and University of Washington
Downloads 88 (392,567)

Abstract:

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Experiments, A/B tests, Treatment Effects, Digital platforms, Interference, Machine Learning, Bias Correction

11.

Variety Effects in Mobile Advertising

Number of pages: 79 Posted: 06 Aug 2020 Last Revised: 09 Oct 2021
Omid Rafieian and Hema Yoganarasimhan
Cornell University - Cornell Tech NYC and University of Washington
Downloads 88 (392,567)
Citation 1

Abstract:

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mobile advertising, variety, diversity, attention, digitization, sequential decision-making

12.

Link to Success: How Blogs Build an Audience by Promoting Rivals

Management Science, Forthcoming
Number of pages: 34 Posted: 19 Nov 2012
Dina Mayzlin and Hema Yoganarasimhan
University of Southern California - Marshall School of Business and University of Washington
Downloads 42 (562,224)
Citation 5

Abstract:

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Blogs, Network Formation, Marketing, Internet

13.

AI and Personalization

Number of pages: 30 Posted: 10 Jun 2022
Omid Rafieian and Hema Yoganarasimhan
Cornell University - Cornell Tech NYC and University of Washington
Downloads 34 (605,271)

Abstract:

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Personalization, Machine Learning, AI, Consumer Welfare, Privacy, Fairness, Polarization

14.

Polarization in Group Interactions

Number of pages: 47 Posted: 20 Oct 2018
Ganesh Iyer and Hema Yoganarasimhan
University of California, Berkeley - Marketing Group and University of Washington
Downloads 34 (605,271)

Abstract:

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group decision, polarization, social choice

15.

Producer and Consumer Engagement on Social Media Platforms

Number of pages: 27 Posted: 02 Aug 2022
Simha Mummalaneni, Hema Yoganarasimhan and Varad V Pathak
University of Washington - Michael G. Foster School of Business, University of Washington and Twitter, Inc
Downloads 13 (761,284)

Abstract:

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Two-sided platforms, social media, customer engagement, causal machine learning, Twitter

16.

Cloak or Flaunt? The Fashion Dilemma

Marketing Science, Vol. 31, No. 1, 2012, pp. 74-95; DOI: 10.1287/mksc.1110.0689
Posted: 19 Nov 2012
Hema Yoganarasimhan
University of Washington

Abstract:

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Advertising, Analytic models, Game theory, Marketing strategy, Fashion, Social interactions, Signaling