Song Yao

Song Yao

Associate Professor


  • Ph.D. 2009
    Business Administration Duke University
  • M.A. 2004
    Economics UCLA
  • C.Phil. 2003
    Economics UCLA
  • B.A. 1999
    Finance Renmin University of China


  • Quantitative Marketing
  • Online Marketing
  • Advertising
  • Pricing
  • Customer management

About Song

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 runner-up for Dick Wittink Best Paper Award in 2018, 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, digital 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" and "Customer Analytics" 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 & Activities.

Browse some of my work and see what I’ve been up to.

  • Working Papers
    Stephan Seiler, Anna Tuchman, and Song Yao (2019), “The Impact of Soda Taxes: Pass-through, Tax Avoidance, and Nutritional Effects.”
  • Working Papers
    Yoo, Hyesung, Song Yao, Luping Sun, Xiaomeng Du (2019), "Using Machine Learning to Address Customer Privacy Concerns: An Application with Click-stream Data."
  • Working Papers
    Zhang, Kenan, Hongyu Chen, Song Yao, Linli Xu, Jiaoju Ge, Xiaobo Liu, and Yu (Marco) Nie (2019), “Virtual Connectivity is a Mixed Blessing for Ride-Hailing”
  • Book Chapters
    Stephan Seiler, Song Yao and Georgios Zervas (2018), "Causal Inference in Word-of-Mouth Research: Methods and Results,"
  • Journal Articles
    Bollinger, Bryan and Song Yao (2018), "Risk Transfer versus Cost Reduction on Two-Sided Microfinance Platforms," Quantitative Marketing and Economics, 16(3), pp. 251-287.
  • Journal Articles
    Seiler, Stephan, and Song Yao (2017), “The Impact of Advertising along the Conversion Funnel,” Quantitative Marketing and Economics, 15(3), pp. 241-278.
  • Journal Articles
    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.
  • Journal Articles
    Yao, Song, Wenbo Wang and Yuxin Chen (2017), “TV Channel Search and Commercial Breaks,” Journal of Marketing Research, 54(5), pp. 671-686.
  • Journal Articles
    Chen, Yuxin and Song Yao (2017), “Sequential Search with Refinement: Model and Application with Click-stream Data,” Management Science, 63(12), pp. 4345–4365
  • Journal Articles
    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.
  • Journal Articles
    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.
  • Journal Articles
    Yao, Song and Carl F. Mela (2011), “A Dynamic Model of Sponsored Search Advertising,” Marketing Science, 30 (3), pp. 447-468.
  • Journal Articles
    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.
  • Journal Articles
    Yao, Song and Carl F. Mela (2008), “Online Auction Demand,” Marketing Science, 27 (5), pp. 861–885.
  • Editorial Appointments

    Editorial Board, Journal of Marketing Research

    Editorial Board, Marketing Science

    Editorial Board, Quantitative Marketing and Economics

    Guest Associate Editor, Information Systems Research

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