Vilma Todri bio photo

Vilma Todri

Assistant Professor @ Emory University.

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Academic Experience

Emory University, USA (07/2016-Present)
Goizueta Business School
Department of Information Systems and Operations Management
Assistant Professor

Education

New York University, USA (2011-2016)
Ph.D. in Information Systems, Leonard N. Stern School of Business
Department of Information, Operations & Management Sciences
Ph.D. Candidate in Information Systems, GPA: 3.94/4.00
Dissertation Topic: ”Modeling and Measuring Digital Advertising Effectiveness with Atomic Data”
Dissertation Committee: Anindya Ghose (Chair), Param Vir Singh (CMU), Yannis Bakos

Athens University of Economics and Business, Greece (2004-2008)
Department of Management Science and Technology
GPA: 9.62/10.0 (highest in the history of the department)
Ranking: 1st, Maxima Cum Laude.

Research

Refereed Journal Publications & Under Review

Towards a Digital Attribution Model: Measuring Display Advertising Effects on Online Consumer Behavior (with Anindya Ghose). MIS Quarterly (2016): Vol. 40, Issue 4, pp. 889-910.
[Nominated for INFORMS CIST 2015 Best Paper Award]

Estimating the Impact of User Personality Traits on Word-of-Mouth: Text-mining Microblogging Platforms (with Anindya Ghose and Panagiotis Adamopoulos). Information Systems Research (2018): Vol. 29, Issue 3, pp.612-640.
[Awarded Marketing Science Institute Research Grant]

Trade-offs in Online Advertising: Modeling and Measuring Advertising Effectiveness and Annoyance Dynamics (with Anindya Ghose and Param Vir Singh). Information Systems Research (2019): Forthcoming.
[Top 5 most popular papers of Marketing Science Institute (2019)]

The Business Value of the Internet-of-Things(IoT): Evidence from an Online Retailer (with Panagiotis Adamopoulos and Anindya Ghose). Under Review.
[Nominated for INFORMS CIST 2018 Best Paper Award]
[Awarded Marketing Science Institute Research Grant]

Loud and Clear or Too Far to Hear? The Impact of Geographical Distance on the Effectiveness of Electronic WOM (with Panagiotis Adamopoulos and Michelle Andrews). Under Review.

Select 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. Work-in-progress.

Publications in Refereed Conferences

The Business Value of the Internet-of-Things (IoT) : Evidence from an Online Retailer (Conference on Information Systems and Technology (CIST 2018), Arizona, USA.
[Nominated for the INFORMS CIST 2018 Best Paper Award]

The Business Value of the Internet-of-Things (IoT) : Evidence from an Online Retailer (with Anindya Ghose and Panagiotis Adamopoulos) Proceedings of the International Conference on Information Systems (ICIS 2018), San Francisco, USA.

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 2015 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 Other Conferences and Workshops

Trade-offs in Online Advertising: Modeling and Measuring Advertising Effectiveness and Annoyance Dynamics across the Purchase Funnel (with Anindya Ghose and ParamVir Singh). ISMS Marketing Science Conference (ISMS 2019), Rome, Italy.

The Business Value of the Internet-of-Things (IoT) : Evidence from an Online Retailer (with Anindya Ghose and Panagiotis Adamopoulos). GW Conference on the Intelligence of Things (GW IoT 2019), Washington DC, USA.

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

Professional Experience

Google Inc., Account Strategist (01/2010 - 08/2011)

  • Built integrated cross-platform advertising strategies for large business clients that partnered
    with Google in order to shape their online business growth
  • Maintained and grew a highly performing and diverse portfolio of Google top advertising accounts
  • Conducted research and market analyses in high potential growth industries
  • Country manager award for developing sustainable high performing market strategy
  • Developed software that improved the account management and optimization process

Wedding Mall S.A., Co-founder (08/2008 - 12/2009)

  • Built from scratch a tech start-up company that digitalized the traditional concept of wedding
    registries (a new business model in the market)
  • Developed and implemented the business plan and the technological infrastructure
  • Earned angel investors’ funding and established partnership with the third largest bank of Greece (Piraeus bank)
  • Built a network of online and offline stores with collaborating partners of well-established local and international brands

Toyota Hellas S.A., Information Technology Business Analyst, Internship (02/2008 - 06/2008)

  • Analyzed and optimized strategic business processes of the organization for ERP integration

Mathematics Tutor, Self-Employed, Part-time

  • Mathematics tutor for secondary and high school students

Select Academic Honors & Awards

List of select honors and awards

  • Amazon AWS DeepLens - Deep Learning Grant (2020)
  • Information Systems Research (ISR) Best Paper Award Nomination (2019)
  • Management Science Distinguished Service Award (2019)
  • ICIS Best Associate Editor Award (2019)
  • MSI Research Grant ($9,000), Research Initiative on the Customer-Technology Interface (2019)
  • INFORMS CIST Best Paper Award Nomination (2018)
  • Best Reviewer Award Nomination for Information Systems Research (ISR) (2018)
  • Dean’s Research Grant ($12,000), Goizueta Business School, Emory University (2018)
  • Best Reviewer Award Nomination for Management of Information Systems Quarterly (MISQ) (2017)
  • MSI Research Grant ($7,500), Research Initiative on the Digitized Customer (2017)
  • Dean’s Research Grant ($7,800), Goizueta Business School, Emory University (2017)
  • Amazon AWS Research Grant ($5,700) (2017)
  • INFORMS CIST Best Paper Award Nomination (2015)
  • INFORMS Best Student Paper Award Nomination on Social Media Analytics (2015)
  • NET Institute Research Grant ($3,000) (2015)
  • NSF Award for Data Science Workshop (2015)
  • Teaching Commendation from the Vice Dean for Doctoral Education, Stern School of Business, New York University (2015)
  • Grant from the NYU Student Senators Council and Vice Provost for Research (2015)
  • Center for Global Economy and Business Research Grant ($9,000), Stern School of Business, New York University (2014)
  • Stern Dean’s Fellowship ($26,000), Stern School of Business, New York University (2015-2016)
  • Doctoral Fellowship, Stern School of Business, New York University (2011-2016)
  • Wharton Customer Analytics Institute Award (2014)
  • Fellowship from Gerondelis Foundation (2012)
  • Fulbright Scholarship (2011)
  • Country Manager Award (Google) (2011)
  • Four Fellowships from Greek State Scholarship Foundation (IKY) (2004-2008)
  • Dean’s Fellowship for Academic Excellence (2007-2008)
  • Global Business and Management Competition (GMC 2008 and 2009, ranked 4th in Greece)
  • Start-up Business Plan Competition Award (1st prize at the 2008 DMST@AUEB Contest)

Teaching

Instructor

  • Introduction to Business Analytics, Goizueta Business School, Emory University.
         - Fall 2019 (Undergraduate: 5.0/5, MSBA: 4.8/5, MBA: 4.8/5)
         - Fall 2018 (Undergraduate: 4.9/5, MSBA: 4.8/5, MBA: 4.7/5)
         - Fall 2017 (Undergraduate: 4.7/5, MSBA: 4.8/5, MBA: 4.3/5)
         - Spring 2017 (Undergraduate: 4.4/5, MBA: 4.5/5)


  • Information Technology in Business and Society (Undergraduate Core Class), Stern School of Business, New York University (Summer 2015).
         - Overall Evaluation of the Instructor: 6.6/7.0 (Department Average: 5.6/7.0)
         - Overall Evaluation of the Course: 6.9/7.0 (Department Average: 5.2/7.0)
          [Highest evaluation score achieved historically for this course]
          Teaching Commendation from the Vice Dean for Doctoral Education, Stern School of Business, New York University (2015).

Teaching Fellow

  • Networks, Crowds & Markets (Executive MBA 2015), Stern School of Business, New York University.
  • Social Media and Digital Marketing Analytics (Executive MBA 2014), Stern School of Business, New York University.
    [Developed also business analytics assignments that elucidated the concept of channel attribution in digital marketing for Professor Anindya Ghose’s Executive MBA class]
  • Data Mining for Business Analytics (Executive MBA 2013), Stern School of Business, New York University.
  • Information Technology in Business & Society Recitation Labs (Undergraduate 2011), Stern School of Business, New York University.

Invited Presentations

  • Estimating the Impact of User Personality Traits on Word-of-Mouth: Textmining Microblogging Platforms, Emory Executive Education: Building a Data-Driven Strategy Program, Invited Speaker, May 2019, Atlanta, USA.
  • Trade-offs in Online Advertising: Modeling and Measuring Advertising Effectiveness and Annoyance Dynamics, PhD Seminar at W. P. Carey School of Business, Arizona State University, Invited Speaker, April 2018, Arizona, USA.
  • 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 Business 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.

Media Coverage

The Source - Marketing Science Institute Newsletter, “Top 5 in 2019” (12/2019)

Forbes, “CyberMonday Ad Clutter? What Brands Are Doing To Cut Through The Holiday Noise” (12/2019)

The Source - Marketing Science Institute Newsletter, “Effective or Annoying - When do display ads cross the line?” (09/2019)

LinkedIn, “The Forefront of Marketing Thought and Practice”, Conor McGovern, Managing Director at Accenture Digital (09/2019)

Marketing Science Institute (MSI) Report, “Trade-offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics across the Purchase Funnel” (08/2019)

Quietly Thriving, “Introvert Susceptibility to Marketing on Social Media” (06/2019)

Data Science Blog, “Attribution Models in Marketing” (04/2019)

Agency Sparks, “The Future of Artificial Intelligence and Data Analytics in Marketing” (05/2018)

Marketing Science Institute (MSI) Report, “Estimating the Impact of User Personality Traits on Electronic Word-of-Mouth: Text-mining Social Media Platforms” (01/2018)

Ad Tech Daily, “One Additional Minute of Exposure to Display Advertising Can Boost Direct Traffic to a Company’s Website by $10%” (09/2016)

NYC Media Lab, “Towards a Digital Attribution Model” (12/2015)

IT Skills & Expertise

High Performance Computing, Matlab, Python, R, SQL, Data Mining, Machine Learning, Mathematica, Unix, STATA, NLOGIT, LATEX, HTML

Professional Activities & Service

  • Organizing Committee Member:
      - Conference on Information Systems and Technology (CIST 2019), Seattle, USA.
      - Information Systems & Operations Management Workshop 2019 (Emory University), Atlanta, USA.
      - Information Systems & Operations Management Workshop on Empirical Research 2018, (Emory University), Atlanta, USA.

  • Associate Editor:
      - International Conference on Information Systems (ICIS 2019), ”Economics of IS” Track (Munich, Germany). [ICIS Best Associate Editor Award]
      - International Conference on Information Systems (ICIS 2018), ”Conference Track: Bridging the Internet of People, Data, and Things” Track (San Francisco, USA).
      - International Conference on Information Systems (ICIS 2017), ”Data Science, Decision Analytics, and Visualization” Track (Seoul, Korea).

  • Track Chair:
      - Marketing Science Conference (ISMS 2018), Digital Economy Track, Session: Internet-of- Things, Technology, and Sharing Economy (Philadelphia, USA).

  • Program Committee Member:
      - Conference on Information Systems and Technology (CIST 2017), Houston, USA.
      - Mediterranean Conference on Information Systems (MCIS 2017), e-Business and Analytics Track (Genova, Italy).
      - Mediterranean Conference on Information Systems (MCIS 2016), Social Influence and Product Diffusion Track (Paphos, Cyprus).

  • Session Chair:
      - INFORMS Conference (INFORMS 2016), Social Media Analytics Cluster, Session: Social Media Analytics for Competitive Advantage (Nashville, Tennessee).

  • Reviewer:
      - Journals: Management Science (MS), Management of Information Systems Quarterly (MISQ), Information Systems Research (ISR), Journal of Marketing (JoM), Journal of Management of Information Systems (JMIS)
      - Conferences and Workshops: International Conference on Information Systems (ICIS)

  • Professional Memberships:
     - Association of Information Systems (AIS), INFORMS, Marketing Science

Industry Presentations

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