Shuba Srinivasan is Associate Professor of Marketing, Dean's Research Fellow, and PhD Program Faculty Liaison at Boston University's School of Management. Srinivasan's research focuses on strategic marketing problems, in particular linking marketing to financial performance, to which she applies her expertise in time-series analysis and econometrics. Her current research focuses on marketing's impact on firm financial performance and on metrics for gauging marketing performance. Srinivasan, with her co-authors, was awarded the 2010 Google-WPP research grant for research on audience-based online metrics. She was awarded the 2010 Broderick Prize for excellence in research scholarship at Boston University's School of Management. Her research won the 2001 EMAC best paper award and has been published in the Journal of Marketing Research, Marketing Science, Management Science, Journal of Marketing, Harvard Business Review, International Journal of Research in Marketing and Journal of Advertising Research, among others. In 2005, the University of California named her a University Scholar. Srinivasan serves on editorial boards for Marketing Science, Journal of Marketing Research, and International Journal of Research in Marketing. She has served on doctoral committees in marketing at BU, the University of Groningen, UCLA, and at UCR. She has consulting experience with a wide-spectrum of companies. Prior to joining Boston University in January 2009, Srinivasan served as Associate Professor at the University of California, Riverside. She obtained her MBA from the Indian Institute of Management, and her Ph.D. from the University of Texas at Dallas, where she worked with Dr. Frank Bass and was awarded the M/A/R/C Award for Outstanding Doctoral Student in 1998.
Ph D, The University of Texas at Dallas, Marketing, 1995.
MBA, Indian Institute of Management, Marketing, 1988.
MS, Indian Institute of Technology, Physics, 1986.
A Management Performance System that Measures, Compares and Explains Performance in Companies with Numerous Business Units, Wharton Customer Analytics Initiative. (March 1, 2013 - Present).
Conditions for Owned, Paid, and Earned Media Effectiveness: The Performance Impact of Online Customer-Initiated Actions for Better versus Lesser Known Brands of Search and Experience Goods, Marketing Science Institute. (July 1, 2011 - Present).
How Do Paid, Owned and Earned Media Influence The Path-to-Purchase?, Wharton Customer Analytics Initiative. (November 1, 2012 - Present).
Managing Brand Equity with Product Line Extensions and Contractions, Marketing Science Institute, Cambridge, MA. (June 5, 2007 - Present).
"Are Audience-based Online Metrics Leading Indicators of Brand Performance?", Google-WPP. (January 1, 2010 - January 1, 2012).
Do Mind-set Metrics Predict Brand Sales?, MSI, Cambridge. (January 1, 2008 - January 1, 2009).
Should Firms Invest on Consumer Advertising with Limited Sales Response?, MSI, Cambridge. (October 11, 2007 - December 31, 2008).
Robert Buzzell Award - Finalist for Customer Attitude Dynamics and Marketing Resource Allocation, Marketing Science Institute, Research. (March 1, 2012).
Award was instituted in 1993 to honor the authors of the MSI working papers that have made the most significant contribution to marketing practice and thought. It also signals the kind of writing and research that is of lasting value to corporate marketing executives.