Associate Professor and MSBA Academic Director
Research Expertise: Advertising allocation models, direct to consumer marketing, dynamics of customer behavior and loyalty, time series analysis in marketing, dynamic advertising models, and spatiotemporal models
Associate Professor Ashwin Aravindakshan’s research interests center on learning how brands can better allocate their advertising resources (e.g., budgets, creatives, etc.) across different regions and/or multiple media over time. In addition to studying such dynamic advertising models, his research also investigates the dynamics of customer behavior and loyalty to help managers devise better communication and targeting policies in order to optimize their marketing mix at the individual level.
His research has been published in multiple journals including Marketing Science, Operations Research, Management Science, Journal of Marketing Research and Marketing Letters, among others.
He teaches courses in Customer Relationship Management and New Product Development.
Aravindakshan received his Ph.D. in business administration with a specialization in marketing from the Robert H. Smith School of Business at the University of Maryland in 2007, and a BTech in aerospace engineering from the Indian Institute of Technology in 2001.
Meet Our New M.S. in Business Analytics Academic Director
Associate Professor Ashwin Aravindakshan to guide successful MSBA program in San Francisco
Associate Professor Ashwin Aravindakshan shares about the data science revolution in business decision making and what’s in store for the MSBA program.
What is market research? Why is it important for your business? Coursera Blog talked with Professors Olivier Rubel and Ashwin Aravindakshan for the scoop on the Market Research Specialization.
“We’re living in a different world now where it’s really information that will be the differentiator. The product is important, but data and the information you can derive from that will be the key difference for firms in today’s data-driven world.” says Associate Professor of Marketing Ashwin Aravindakshan.
Q&A with marketing Professor Ashwin Aravindakshan, who shares advice and insight on buying and financing a car, negotiating with dealers and the transparency of the market.
Developing Customer Analytics for Decision Making
Presented by: Ashwin Aravindakshan, Ph.D. Associate Professor of Management UC Davis Graduate School of Management
Data on customer behavior can guide the firm to better differentiate between customers, create targeted marketing campaigns, learn how to value customers based on behavior, construct better up-selling and cross-selling tools and even learn about which customers to keep and which to let go.
Course Planning and Instruction
Resources and relevant policies to assist instructors in the development of course schedules, syllabus, and instruction are organized by the Academic Director for each program, Academic Operations & Planning team and Project & Instructional Resources team. These individuals are familiar with UC Davis policies to ensure compliance and standards to instruction.
What is the optimal advertising budget and allocation that maximizes profits across multiple regions and over time? The chief marketing officer of a Fortune 500 company raised the question after she noticed that increasing her company’s advertising expenditures enhanced sales as expected, while profits diminished.
Solving Share Equations in Logit Models Using the LambertW Function
Review of Marketing Science, 2011
Though individual demand and supply equations can readily be expressed in logit models, closed-form solutions for equilibrium shares and prices are intractable due to the presence of products of polynomial and exponential terms. This hinders the employment of logit models in theoretical studies, and also makes it difficult to develop reduced-form expressions for share and price as a function of exogenous variables for use in empirical studies.
Current models posit that awareness of advertising declines immediately and gradually once it is over, although anecdotal evidence from managers suggests that awareness stays constant for a while and then decays rapidly. This pattern arises because consumers remember advertisements for a finite time before they forget.
- Small Grant in Aid of Research, UC Davis, 2009-10.
- Sheth Doctoral Consortium Fellow, American Marketing Association, 2004.
- Dean’s Fellowship, University of Maryland, 2001-06.
- Fellow, Institute for Operations Research and the Management Sciences (INFORMS) Strategic Management Society Doctoral Consortium, 2003, 2005, 2006.
Marketing Professor Ashwin Aravindakshan says Starbucks’ new logo may help the coffee giant expand into new, emerging markets, and that existing customers who may not like the new look won’t change the habits if they like the java.
The Effects of New Franchisor Partnering Strategies on Franchise System Size
Management Science, 2006
Many young firms use strategic actions to attract partners who help them increase the size of their operations quickly. This article examines the use of strategic actions to attract partners and increase system size in the context of franchising.
Customer Equity: Making Marketing Strategy Financially Accountable
Journal of Systems Science and Systems Engineering, 2004
Traditionally, Return on Investment (ROI) models have been used to evaluate the financial expenditures required by the strategies as well as the financial returns gained by them. However in addition to requiring lengthy longitudinal data, these models also have the disadvantage of not evaluating the effect of the strategies on a firm’s customer equity. The dominance of customer-centered thinking over product-centered thinking calls for a shift from product-based strategies to customer-based strategies.