Shuba Srinivasan

Professor/Dean's Research Fellow/Academic Lead of Digital Technology Sector

Expertise:
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Education:

Ph D, The University of Texas at Dallas, Marketing, 1995.
MBA, Indian Institute of Management, Marketing, 1988.
MS, Indian Institute of Technology, Physics, 1986.

Contact Info:

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Shuba Srinivasan is Professor of Marketing, Dean’s Research Fellow, and Academic Co-Lead Digital Technology Sector 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… Read more

Shuba Srinivasan is Professor of Marketing, Dean’s Research Fellow, and Academic Co-Lead Digital Technology Sector 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.

In the Media

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  • 6 Reasons GM Could Avoid Any Swoon In Car Sales

    May 23, 2014

    Forbes Shuba Srinivasan, School of Management It looks like it’s shaping up to be a bad summer in GM showrooms, right? As General Motors’ recalls keep adding to its record number this year — with another four actions, covering 2.4 million vehicles, announced this week… Expert quote: “GM has been able to generate some foot […]

  • 7 things marketing wants to say to IT

    February 5, 2014

    Computerworld Shuba Srinivasan, School of Management As marketing becomes fully digital, CMOs need more than just plain-vanilla tech services from their IT departments — much more… Expert quote: “Marketers really need integrated databases. The CMO’s job would be a lot easier if CIOs could provide an integrated solution that tracks from lead generation through sale […]

  • Email Marketing for the Holidays, Part 1: Making the Right Mobile Impression

    December 3, 2013

    CRM Buyer Shuba Srinivasan, School of Management Email marketing will be a key strategy in retailers’ advertising playbooks this holiday season, but not just any email.. Expert quote: “Subject lines make the first impression. They need to be inviting enough to not give away the whole email, concise enough that they fit on the screen of […]

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