Vilma Todri bio photo

Vilma Todri

Assistant Professor @ Emory University.

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Research Overview

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Vilma Todri’s research agenda has been inspired by the profound impact of Internet-related technologies on how consumers conduct research about products, make purchases and interact with brands nowadays as well as how firms leverage such technologies to create value. She is especially interested in areas related to digital strategy, digital marketing, social media, and consumer behavior in technology-mediated environments. She employs state of the art methodologies that lie in the intersection of quantitative modeling, experimental research designs, and machine learning. Her broad research goal is to develop an in-depth empirical understanding regarding the following questions:

  • How can firms develop attribution models and accurately attribute credit to the various targeting mechanisms according to their true impact on changing consumers’ behavior?
  • How can firms effectively harness the capabilities of digital advertising to achieve key marketing objectives? What happens if firms over utilize such capabilities?
  • How can firms utilize the abundance and rapid expansion of unstructured data in the online world to build and optimize their digital strategies?
  • How can firms prosperously develop their relationships with potential and existing customers in order to build and sustain a loyal customer base?
  • What is the role of mobile devices in consumers’ purchase funnel paths?
  • What is the economic value of Internet-of-Things (IoT) and other technology-enabled strategies?

In order to answer these research questions, she deploys an interdisciplinary approach combining econometrics, structural modeling, experimental research designs and machine learning techniques, such as text mining, sentiment and linguistic analysis to extract knowledge from the abundance of unstructured data.

Refereed Journal Publications & Under Review

Towards a Digital Attribution Model: Measuring Display Advertising Effects on Online Consumer Behavior (with Anindya Ghose). Forthcoming at MIS Quarterly (Special Issue on Transformational Issues of Big Data and Analytics in Networked Business).

Estimating the Impact of User Personality Traits on Word-of-Mouth: Text-mining Microblogging Platforms (with Anindya Ghose and Panagiotis Adamopoulos). Information Systems Research (forthcoming).

Trade-offs in Online Advertising: Modeling and Measuring Advertising Effectiveness and Annoyance Dynamics (with Anindya Ghose and Param Vir Singh). Under Review.

The Business Value of the Internet-of-Things(IoT): Evidence from an Online Retailer (with Panagiotis Adamopoulos and Anindya Ghose). Under Review.

Selected Working Papers

Multi-channel Attribution and Interdependencies Beyond the Purchase Incidence (with Anindya Ghose, Param Vir Singh and Panagiotis Adamopoulos). In-preparation.

How do consumers’ online browsing and purchasing behaviors differ across devices? The role of mobile devices in consumers’ path to purchase (with Anindya Ghose). Work-in-progress.

Publications in Refereed Conferences

Got Annoyed? Examining the Advertising Effectiveness and Annoyance Dynamics (with Anindya Ghose and Param Vir Singh). Proceedings of the International Conference on Information Systems (ICIS 2017), Seoul, Korea.

Estimating the Impact of User Personality Traits onWord-of-Mouth: Textmining Microblogging Platforms (with Anindya Ghose and Panagiotis Adamopoulos). Conference on Information Systems and Technology (CIST 2016), Nashville, USA.

Towards a Digital Attribution Model: Measuring Display Advertising Effects on Online Consumer Behavior (with Anindya Ghose). Conference on Information Systems and Technology (CIST 2015), Philadelphia, USA.
[Nominated for the INFORMS CIST Best Paper Award]

Personality-Based Recommendations: Evidence from Amazon.com (with Panagiotis Adamopoulos). Proceedings of the ACM Conference on Recommender Systems (RecSys 2015), Vienna, Austria.

The Effectiveness of Marketing Strategies in Social Media: Evidence from Promotional Events (with Panagiotis Adamopoulos). Proceedings of the ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD 2015), Sydney, Australia. download
[Nominated for the INFORMS Best Student Paper Award on Social Media Analytics]

Social Commerce: An Empirical Examination of the Antecedents and Consequences of Commerce in Social Network Platforms (with Panagiotis Adamopoulos). Proceedings of the International Conference on Information Systems (ICIS 2014), Auckland, New Zealand. download

Social Commerce Analytics: The Effectiveness of Promotional Events on Brand Fan Base in Social Media (with Panagiotis Adamopoulos). Proceedings of the International Conference on Information Systems (ICIS 2014), Auckland, New Zealand. download

Publications in Refereed Workshops

The Business Value of the Internet-of-Things (IoT) : Evidence from an Online Retailer (with Anindya Ghose and PanagiotisAdamopoulos). ISMS Marketing Science Conference (ISMS 2018), Philadelphia, USA.

The Business Value of the Internet-of-Things (IoT) (with Anindya Ghose and Panagiotis Adamopoulos). Workshop on Information Systems and Economics (WISE 2017), Seoul, Korea.

Trade-offs in Online Advertising: Modeling and Measuring Advertising Effectiveness and Annoyance Dynamics (with Anindya Ghose and Param Vir Singh). ISMS Marketing Science Conference (ISMS 2017), California, USA.

Estimating the Impact of User Personality Traits onWord-of-Mouth: Textmining Microblogging Platforms (with Anindya Ghose and Panagiotis Adamopoulos). ISMS Marketing Science Conference (ISMS 2017), California, USA.

Towards a Digital Attribution Model: Measuring Advertising Effects on Online Consumer Behavior (with Anindya Ghose). FRANK M. BASS -UTDallas Frontiers of Research in Marketing Science Conference (UTD Bass Conference 2017), Texas, USA.

Estimating the Impact of User Personality Traits onWord-of-Mouth: Textmining Microblogging Platforms (with Anindya Ghose and Panagiotis Adamopoulos). Workshop on Information Systems and Economics (WISE 2016), Ireland, Dublin.

Falling in Love With a Brand: Multi-Channel Attribution and Interdependencies Beyond the Purchase Incident (with Anindya Ghose, Param Vir Singh and Panagiotis Adamopoulos). 12th Symposium on Statistical Challenges in eCommerce Research (SCECR 2016), Greece.

Estimating the Impact of User Personality Traits on Word-of-Mouth: Text-mining Microblogging Platforms (with Panagiotis Adamopoulos and Anindya Ghose). New York Computer Science and Economics Day (NYCE 2015), New York, USA.

Trade-offs in Online Advertising: Modeling and Measuring Advertising Effectiveness and Annoyance Dynamics (with Anindya Ghose and Param Vir Singh). Workshop on Information Systems and Economics (WISE 2015), Texas, USA.

Big Data: From correlation to causation (NSF Data Science Workshop 2015). University of Washington, Seattle, USA.
[National Science Foundation (NSF) Award for Data Science Workshop]

The Effectiveness of Promotional Events on Social Media (with Panagiotis Adamopoulos). Workshop on Information Systems and Economics (WISE 2014), Auckland, New Zealand. download

E-business in the Era of Social Networks and Big Data (with Panagiotis Adamopoulos). New York Computer Science and Economics Day (NYCE 2014), New York, USA.

Invited Presentations

  • The Business Value of the Internet-of-Things (IoT): Evidence from an Online Retailer, Scheller College of Business, Georgia Tech, Invited Speaker, February 2018, Georgia, USA.

  • Tutorial on Hidden Markov Models (HMMs), Foster School of Business, University of Washington, The Structural Modeling and Machine Learning Applications for Research on Technology Workshop (S.M.A.R.T Workshop 2017), Invited Speaker, August 2017, Seattle, USA.

  • Trade-offs in Online Advertising: Modeling and Measuring Advertising Effectiveness and Annoyance Dynamics, Terry College of Business, University of Georgia, Invited Speaker, March 2017, Georgia, USA.

  • Trade-offs in Online Advertising: Modeling and Measuring Advertising Effectiveness and Annoyance Dynamics, Carlson School of Management, University of Minnesota, Invited Speaker, December 2016, Minnesota, USA.

  • Trade-offs in Online Advertising: Modeling and Measuring Advertising Effectiveness and Annoyance Dynamics, INFORMS Annual Meeting, November 2016, Nashville, USA.

  • Measuring and modeling digital advertising effectiveness, Goizueta Business School, Emory University, Doctoral Seminar on Foundations of Information Systems Research, October 2016, Atlanta, USA.

  • Falling in Love With a Brand: Multi-Channel Attribution and Interdependencies Beyond the Purchase Incident. (with Anindya Ghose, Param Vir Singh, and Panagiotis Adamopoulos), Wharton Customer Analytics Initiative Symposium, Wharton School of The University of Pennsylvania, Philadelphia, USA. (March 2016)
  • Invited Presentations at Business Schools (2016):
    • Wharton School of Businnes of University of Pennsylvania
    • Goizueta Business School of Emory University
    • INSEAD Business School
    • Carlson School of the University of Minnesota
    • Desautels Faculty of Management of McGill University
    • Krannert School of Management of Purdue University
    • University College London (UCL) School of Management
    • University of Connecticut School of Business
    • Kelley School of Business of Indiana University
    • W. P. Carey School of Business of Arizona State University
    • Joseph M. Katz Graduate School of Business of the University of Pittsburgh
    • IE Business School
    • Simon Business School of University of Rochester

  • Towards a Digital Attribution Model: Measuring Advertising Effects on Online Consumer Behavior (with Anindya Ghose), NET Institute Conference 2015, New York, USA.

  • Towards a Digital Attribution Model: Measuring Advertising Effects on Online Consumer Behavior (with Anindya Ghose), INFORMS Annual Meeting 2015, Philadelphia, USA.

  • The Effectiveness of Marketing Strategies in Social Media: Evidence from Promotional Events (with Panagiotis Adamopoulos), INFORMS Annual Meeting 2015, Philadelphia, USA.

  • Multi-channel Attribution and Interdependencies Beyond the Purchase Incidence (with Anindya Ghose, Param Vir Singh and Panagiotis Adamopoulos), WCAI Wharton, 2015.

  • Towards a Digital Attribution Model: Measuring Advertising Effects on Online Consumer Behavior (with Anindya Ghose), MISQ Special Issue Workshop on Transformational Issues of Big Data and Analytics in Networked Business 2015, Leuven, Belgium.

  • Explanatory Data Analysis, Leonard N. Stern School of Business, (Data Mining for Business Analytics) 2014, New York, USA.

  • Interdisciplinary Research Methods & GTM, International Conference of Information Systems (ICIS 2013)(GTM Workshop), Milan, Italy.

  • Search and Display Advertising 101, Leonard N. Stern School of Business, (Information Technology in Business and Society) 2013, New York, USA.

Industry Presentations

  • Atlanta Interactive Marketing Association (AIMA): The Future of Analytics, Invited Speaker, April 2018, Georgia, USA.