Song Yao
3-213 CarlSMgmt
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Song Yao

Associate Professor


  • Ph.D. 2009
    Business Administration Duke University

  • M.A. 2004
    Economics University of California, Los Angeles

  • C.Phil. 2003
    Economics University of California, Los Angeles

  • B.A. 1999
    Finance Renmin University of China


  • quantitative marketing, online marketing, advertising, pricing, and customer management

Song Yao is an Associate Professor of Marketing at the Carlson School of Management, University of Minnesota. Professor Yao has won the Paul Green Best Paper Award and the John Howard Dissertation Award, both of which are sponsored by the American Marketing Association. He was the finalist for INFORMS Long Term Impact Award in 2017, the Frank Bass Outstanding Dissertation Award in 2011 and 2012, the John Little Best Paper Award in 2009 and 2011. He has also been selected by the Marketing Science Institute (MSI) as one of the MSI Young Scholars of 2017. He serves on the Editorial Boards of the Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics.

Professor Yao's research interests include quantitative marketing, online marketing, advertising, pricing, and customer management. His publications appear in leading academic journals, including Management Science, Marketing Science, the Journal of Marketing Research, and Quantitative Marketing and Economics.

Professor Yao teaches "Digital Marketing" at Carlson. Prior to joining Carlson, he taught "Customer Analytics" at the Kellogg School of Management, Northwestern University, and "Marketing Management" at Duke University.

Professor Yao received his Ph.D. in Business Administration from Duke University, M.A. in Economics from the University of California, Los Angeles, and B.A. in Economics from the Renmin University of China.

Selected Works

Bollinger, Bryan and Song Yao (2018), "Risk Transfer versus Cost Reduction on Two-Sided Microfinance Platforms," forthcoming, Quantitative Marketing and Economics
Seiler, Stephan, and Song Yao (2017), “The Impact of Advertising along the Conversion Funnel,” Quantitative Marketing and Economics, 15(3), pp. 241-278.
Seiler, Stephan, Song Yao, and Wenbo Wang (2017), “Does Online Word-of-Mouth Increase Demand? (and How?) Evidence from a Natural Experiment,” Marketing Science, 36(6), pp. 838–861.
Yao, Song, Wenbo Wang and Yuxin Chen (2017), “TV Channel Search and Commercial Breaks,” Journal of Marketing Research, 54(5), pp. 671-686.
Chen, Yuxin and Song Yao (2017), “Sequential Search with Refinement: Model and Application with Click-stream Data,” Management Science, 63(12), pp. 4345–4365
Anja Lambrecht, Avi Goldfarb, Alessandro Bonatti, Anindya Ghose, Daniel G. Goldstein, Randall Lewis, Anita Rao, Navdeep Sahni, and Song Yao (2014) “How Do Firms Make Money Selling Digital Goods Online?” Marketing Letters, 25, pp. 331-341.
Yao, Song, Carl F. Mela, Jeongwen Chiang, and Yuxin Chen (2012) “Determining Consumers' Discount Rates With Field Studies,” Journal of Marketing Research, 49(6), pp. 822-841.
Yao, Song and Carl F. Mela (2011), “A Dynamic Model of Sponsored Search Advertising,” Marketing Science, 30 (3), pp. 447-468.
Yao, Song and Carl F. Mela (2009), “Sponsored Search Auctions: Research Opportunitiesin Marketing,” Foundations and Trends in Marketing, Vol. 3: No 2, pp. 75-126.
Yao, Song and Carl F. Mela (2008), “Online Auction Demand,” Marketing Science, 27 (5), pp. 861–885.

Current Activities

Editorial Appointments

  • Editorial Board, Journal of Marketing Research

    Editorial Board, Marketing Science

    Editorial Board, Quantitative Marketing and Economics