Dr. Srinivas Tunuguntla

Biography

Srinivas Tunuguntla is an Assistant Professor in the Marketing Area at Duke University's Fuqua School of Business. He received his PhD in Marketing from the University of Wisconsin-Madison. His research focuses on the development of methods for measuring and improving marketing impact, with a particular interest in digital ecosystems. Utilizing theories from machine learning, psychology, and microeconomics, he develops generalizable causal inference methods. His work extends these approaches to produce machine learning-based decision support systems that explore the game theoretic implications of the widespread adoption of digital marketing strategies. Substantively, his research interests include the effectiveness of digital advertising, exploring moderators of ad response, and attribution models in marketing. His research has been published in the Journal of Marketing Research and presented at conferences of the Association for the Advancement of Artificial Intelligence.

Research Interests