Quantitative Marketing Conference 2023

December 15, 2023

SPJIMR Chicago Booth India Quantitative Marketing Conference 2023


SPJIMR hosted the 5th edition of the prestigious Chicago Booth India Quantitative Marketing Conference at its Mumbai campus on December 15, 2023. The conference was meticulously planned by SPJIMR Conference Coordinators Prof. Renuka Kamath and Prof. Sukriti Sekhri, both Faculty of Marketing at SPJIMR, along with their team of SPJIMR doctoral scholars. The conference witnessed inspiring participation from faculty, PhD students and researchers representing prestigious national and international universities, including IIM A, IIM B, IIM C, IIM L, IIM U, IIM K, ISB, University of Sussex Business School, UT Dallas and SPJIMR amongst others.

The engaging presentations explored ideas ranging from ‘Examining consumer behaviour during mercury retrograde phases’ to ‘Understanding individual charitable giving in natural disasters’ to the ‘Impact of influencers and microfinance in the adoption and valuation of subscription-based services’ to ‘Multi-Objective personalization of the length and skippability of video advertisements’, amongst several other equally interesting topics. Each presentation initiated insightful discussions and received in-depth reviews from peers as well as the conference founders and discussants, Prof. Pradeep Chintagunta and Prof. Sanjog Mishra, both Faculty of Marketing at Chicago Booth.

The Booth School of Business, University of Chicago, is a global leader in management research and education. It initiated the conference in 2017 in India with the aim of developing quality research in the domain of quantitative marketing. The Chicago Booth India Quantitative Marketing Conference is the brainchild of Prof. Pradeep Chintagunta, Joseph T. and Bernice S. Lewis, Distinguished Service Professor of Marketing, and Prof. Sanjog Misra, Charles H. Kellstadt, Professor of Marketing, both at Chicago Booth. The first edition of the conference (2017) was held at the University of Chicago Delhi Centre, which serves as a base for research, teaching and dialogue among scholars from the University across India and around the world. Subsequently, the conference has been held at IIM Bangalore(2018), ISB Hyderabad(2019) and IIM Udaipur(2022).

The Chicago Booth India Quantitative Marketing Conference offers a conducive forum for a diverse cross-section of stakeholders, including faculty, PhD students, researchers, organisations and NGOs interested in serious quantitative marketing research, to explore new ideas, exchange valuable insights and collaborate for positive impact. The conference objectives resonate with SPJIMR’s commitment to creating high-quality, value-driven research that aligns rigour with relevance for positive impact.

  • Participant Experiences

    SPJIMR Chicago Booth Quantitative Marketing Conference 2023

    "It was a fascinating experience- one where I got to interact with people, I would read about before. The conference was organised seamlessly and I look forward to coming back for future experiences like these."

    Bibek Guha Sarkar

    Doctoral Scholar

    • IIM C

    "Coming for the first offline conference, my experience with SPJIMR Chicago Booth was amazing. I could meet the experienced researchers in my field which I would not be able to meet otherwise. Seeing the work marketing scholars are doing motivated me to work hard and produce even better research. Thanks for the opportunity to present at the conference."

    Aastha Singhal

    Doctoral Scholar

    • IIM K

    "The sessions were very insightful and informative, covering a wide range of problem statements. Overall, the day was very well organised. Thanks to the SPJIMR team for organising this Quantitative marketing conference."

    Padmanabha CV


    "Wonderful to see the green SP Jain campus with the lake and all the greenery. and also very happy to see the research culture being promoted by SPJIMR."

    Prof. Prakash Satyavageeswaran
    • IIM Udaipur

    "A beautiful campus, clean and very green. Very well organized Conference. I would love to attend more. A lot to learn from here. "

    Prof Praneet Pahwa
    • UT Dallas

    Past conferences

    "The quant marketing conference organized by the Booth School of Business serves as a platform to bring together researchers focusing in this domain. The conference provides an avenue to hear some of the cutting-edge methods and insights about the recent developments in the field. Over the years, I have seen an increase in research arising out of India and about India. In particular, it is heartening to see diverse topics specific to India, such as rural financing, healthcare, tea auction, food security, and small businesses being discussed in the conference."

    Prof. Vedha Ponnappan

    Marketing Faculty

    • IIM Udaipur

    "I would like to extend my heartfelt gratitude and appreciation to the faculty at Chicago Booth for organizing the Quantitative Marketing Conference. Having attended it thrice and presented once last year, I have realized that with every conference, I’ve improved as a researcher. The conference facilitated numerous networking opportunities, which were instrumental in connecting scholars and fostering collaborations. I would recommend scholars from India to utilize this platform for presenting and receiving feedback from the best in the field."

    L Yashaswy (Yash) Akella

    Postdoctoral Research Fellow in Quantitative Marketing

    • Tuck School of Business at Dartmouth

    "I’ve had the privilege of attending few of the earlier editions of the Quantitative Marketing Conference by Booth Business School. It’s been an invaluable experience, especially for young faculty and budding doctoral students of marketing in India. It has acted as a platform for marketing scholars in India to share their research work and gain feedback from experienced faculty from Booth. My heartfelt thanks to the Booth faculty, especially Prof. Pradeep and Prof. Sanjog, for their initiative in organizing this event."

    Dr Saravana Jaikumar

    Associate Professor (Marketing)

    • IIM Calcutta

    "I would like to express my heartfelt thanks and sincere gratitude to the Chicago Booth faculty for organizing the Quantitative Marketing Conference. Having had the privilege of attending this conference twice and presenting my research once, I must emphasize that the experience has been invaluable for me. The discussions, insights and critical feedback offered by fellow participants not only deepened my understanding of quantitative research but also helped me improve the quality of my own research work. I would highly encourage Ph.D. students and young faculty in India, especially those interested in quantitative marketing research, to utilize this opportunity to share their work, receive feedback, and learn from the experts in the field."

    Dr Rashmi Kumari

    Assistant Professor (Marketing)

    • IIM Calcutta
    • SPJIMR Chicago Booth India Quantitative Marketing Conference 2023


      Date: Friday, December 15, 2023


      Venue: SPJIMR Mumbai
      Date Time Event
      14th December, 2023 Thursday 7 pm onwards Pre-Conference Dinner
      15th December, 2023 Friday Time Author/s Institute/s Project Name
      08:30 Inaugural and welcome address
      08:45 Madhur Mohan, Vedha Ponnappan*, Prakash Satyavageeswaran*, Raghunath Rao UGA, IIM U, IIM U, UT Austin Impact of influencers and microfinance in the adoption and valuation of subscription-based services
      Sai Siddharth VK*, Nikita Gupta, Anirban Adhikary, Sourav Bikash Borah IIM A, IIM A, IIM U, IIM A Understanding individual charitable giving in natural disasters: Substitution, persistence, and targeting
      Saikat Das*, Janakiraman Moorthy*, Raghuram R.* SPJIMR Visibility graphs for sales forecasting
      11:00 Tea break
      11:15 Saravana Jaikumar, Bibek Guha Sarkar* IIM C Oops, Mercury did it again! Examining consumer behaviour during mercury retrograde phases
      Shubhangi Agrawal, Sawan Rathi*, Chirantan Chatterjee University of Edinburgh, IIM A, University of Sussex Business School Do stronger IPR incentivize female participation in innovation? Evidence fom Chinese AI patents
      12:45 Lunch break
      01:45 Astha Singhal*, Praveen Sugathan IIM K Should I wait more before asking my customers to review my product?
      Aritra Bhattacharya*, Dr Raghu Bommaraju, Dr Rob Waiser ISB, ISB, University of Kansas How to incentivize sales managers: Learnings from a field study
      Dhrithi Mahadevan* SPJIMR Great remains great, poor becomes poorer? Examining the influence of platform’s signaling cues on provider performance
      03:15 Short break
      03:30 Manisha Rathi*, Adrija Majumdar, Sawan Rathi IIM B, IIM A, IIM A Unravelling prosumption behavior for online reviews
      Neeraj Katewa*, Tanmoy Majilla, Sangeeta D Misra IIM L, Plaksha University, IIM L Government as marketer: The labor market effects of product promotion by the Government
      Omid Rafieian, Anuj Kapoor* Cornell, IIM A Multi-Objective personalization of the length and skippability of video advertisements
      5:00 pm onwards Conference concludes, followed by High Tea

      *Presenting author/s

    • SPJIMR Conference Coordinators:

      Renuka Kamath

      Associate Dean, Full-time Programmes & Professor, Marketing


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      Sukriti Sekhri

      Assistant Professor, Marketing


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      Discussants from the University of Chicago:

      Pradeep Chintagunta

      Joseph T. and Bernice S. Lewis, Distinguished Service Professor of Marketing

      University of Chicago

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      Sanjog Mishra

      Charles H. Kellstadt, Professor of Marketing

      University of Chicago

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    SPJIMR Mumbai
    Bharatiya Vidya Bhavan Campus,
    Munshi Nagar, Dadabhai Road,
    Andheri West, Mumbai – 400058

    Prof. Sukriti Sekhri

    022 61454301

    • Learn more about the conference from the leadership team

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