Focus On Authors

摘要

Vibhanshu Abhishek ("Aggregation Bias in Sponsored Search Data: The Curse and the Cure") is an assistant professor of information systems at the H. John Heinz Ⅲ College of Public Policy and Management, Carnegie Mellon University. He is a recipient of the Berkman Faculty Award, Patty and J. Baker Fellowship, Mack Center's Technological Innovation Award. He was also the runner-up for the ISS Nunamaker-Chen dissertation award and the ISA-INFORMS best paper award. His research focuses on the effect of emerging technologies on consumers' behavior, business strategy, and market structure. Peter S. Fader ("Aggregation Bias in Sponsored Search Data: The Curse and the Cure") is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania and codirector of the Wharton Customer Analytics Initiative. His paper in this issue is a good example of his desire to get managers to fully understand sources of individual-level variability that can affect their decisions. This is a crossover project for him-the first that focuses tightly on sponsored search-but the implications of his mantra to "celebrate heterogeneity" are as powerful as ever. He hopes that this rapidly growing sector will respond well to this message.