Yakov Bart

Yakov Bart is an Associate Professor of Marketing and Joseph G. Riesman Research Professor at the D'Amore-McKim School of Business, Northeastern University, and a Research Fellow at INSEAD Emerging Markets Institute. Professor Bart’s research has focused on two streams of inquiry. The first (primary) stream is related to the marketing implications of new and emerging digital technologies in various industries and settings, and broadly focuses on understanding the drivers of marketing effectiveness and customer engagement in e-commerce (e.g., role of consumer trust), when using new digital marketing channels (e.g., mobile advertising) and new digital marketing promotion instruments (e.g., seeded word-of-mouth campaigns, user-generated content, influencer marketing), and under new digital business models (e.g., data-driven behavioral targeting, online-to-offline commerce, smart products). The secondary stream is related to decision making under risk in several domains, including exploding offers, consumer finance and gambling.

Professor Bart has done research, teaching and consulting throughout North America, Europe, Asia and Australia. His research has been funded with multiple research awards and grants, presented at numerous academic conferences across the globe, and published in leading marketing and management journals, including Marketing Science, Journal of Marketing Research, Journal of Marketing, Management Science, Decision Analysis, Journal of Interactive Marketing and Harvard Business Review.

Across various parts of the world, Professor Bart has worked with such industry leaders as American Express, General Motors, Google, Havas, Intel, Kantar Media, LVMH, Nielsen, NPD Group, Sberbank, and WPP. He is a frequent speaker on digital marketing and social media at international business summits and industry events, including the World Knowledge Forum.

Professor Bart has been teaching undergraduate, MBA and Executive Education courses in Marketing Management, Digital Marketing, Social Media Marketing, Market Driving Strategies, and Brand Management. He has taught courses and delivered executive training in Bangladesh, France, Russia, Singapore, Taiwan, the UK and across the United States. Professor Bart's pedagogical materials have been widely used in business education, including an award-winning bestseller case study on Renova Paper. He has also co-authored a digital textbook Social Media Marketing: Principles and Strategies.

Yakov Bart holds a PhD and an M.S. in Business Administration from the University of California at Berkeley, an S.M. in Operations Research from MIT, and a Diploma in Mathematics from Moscow State University. Prior to joining Northeastern University, Professor Bart was a marketing professor at INSEAD and visiting faculty at the Wharton School.

Education

• 2009 Ph.D. in Business Administration (Marketing) University of California at Berkeley
• 2003 M.S. in Business Administration University of California at Berkeley
• 2002 S.M. in Operations Research Massachusetts Institute of Technology
• 1999 Diploma, Mathematics (graduated summa cum laude, GPA: 5.0/5.0) Moscow State University

Employment And Affiliations

• 2018-present Founding Co-Director of the Digital, Analytics, Technology and Automation (DATA) Initiative at Northeastern University
• 2018-present Associate Professor of Marketing D’Amore-McKim School of Business, Northeastern University
  
• 2018-present Faculty Affiliate, SHARE Research Team Northeastern University
• 2019-present Faculty Affiliate, Global Resilience Institute Northeastern University
• 2017-present Associate Fellow, Center for Emerging Markets D’Amore-McKim School of Business, Northeastern University
• 2017-present Affiliate Scholar, Future of Marketing Initiative Saïd Business School, University of Oxford
• 2016-present Research Fellow, Emerging Markets Institute INSEAD
• 2015-2018 Assistant Professor of Marketing D’Amore-McKim School of Business, Northeastern University
  
• 2012-2013 Visiting Assistant Professor of Marketing The Wharton School, University of Pennsylvania
  
• 2009-2015 Assistant Professor of Marketing INSEAD

Research Interests

Implications of new digital technologies: online and mobile advertising effectiveness, behavioral
targeting and consumer privacy, customer engagement and big data, AI-driven consumer attitudes,choices and decisions, business model innovation, influencer marketing, role of consumer trust,online-to-offline commerce, smart products, two-sided platforms, sharing economy
Social media marketing: consumer connectivity, seeded word-of-mouth marketing campaigns, usergenerated content, consumer product reviews, role of disclosure
Decision making under risk: gambling, exploding offers and consumer finance