Kinshuk Jerath is the Class of 1967 Associate Professor of Business in the Marketing Division at Columbia Business School. His research is in the area of technology-enabled marketing, primarily in online advertising, online and offline retailing and customer management, and he focuses on strategy development and measurement with data. His research has appeared in top-tier marketing journals, such as Marketing Science, Management Science, Journal of Marketing Research, and Journal of Interactive Marketing. He is on the editorial board of the journals Marketing Science, Production and Operations Managementand Customer Needs and Solutions. He has consulted for several Fortune 500 companies and has served as an expert in legal cases. He received a B.Tech. degree in Computer Science and Engineering from the Indian Institute of Technology Bombay and a Ph.D. degree in Marketing from the Wharton School of the University of Pennsylvania. Prior to being at Columbia, he was on the faculty of the Tepper School of Business at Carnegie Mellon University.