Contact Information
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Richard Ivey Building 2328
Prashant Rajaram is an Assistant Professor of Marketing at the Ivey Business School. He earned his PhD from the Ross School of Business at the University of Michigan. His research interests lie in understanding and documenting the experiential consumption of digital products and media. He does this by implementing causal and/or interpretable machine learning methods on behavioral data. In one project, he identifies the relative importance of video modalities (across text, audio and images) in YouTube influencer videos that predict a change in viewer engagement. In addition, his analytical framework removes spurious associations between video features and engagement, thus shortlisting a subset of relationships which are more likely to have causal effects. In another project, he studies the effect of four distinct ad delivery levers on ad avoidance and content avoidance behavior on streaming media. His findings show the contrasting effects of these levers and provide insights on design of ad delivery based on platform goals.