Dr. Gokhan Yildirim

Biography

Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School. He is the author of the book 'Applied Marketing Analytics Using R (Python)', published by SAGE. His research intersects marketing effectiveness, metrics, and models, applying time-series econometric and machine learning methods to evaluate both short- and long-term marketing performance and to optimize cross-channel resource allocation. Gokhan's work has been published in leading journals in the field, such as the Journal of Marketing, Marketing Science, the International Journal of Research in Marketing, and the Journal of the Academy of Marketing Science. He has received prestigious awards including the Amazon Research Awards for Advertising, the ISMS-MSI Gary Lilien Practice Prize Competition award, and a research award from the Marketing Science Institute. His research has also been supported by grants from notable organizations including Amazon, the Wharton Customer Analytics Initiative (WCAI), the Marketing Science Institute, AiMark, and the Spanish Ministry of Science and Innovation. Gokhan earned his Ph.D. in Business Economics with a specialization in Quantitative Methods from Carlos III University in Madrid, and holds a B.A. in Business Administration from Marmara University in Istanbul, Turkey. At Imperial College, Gokhan teaches on the Executive MBA, MSc in Business Analytics, and MSc in Strategic Marketing programs.

Research Interests