Regular 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. Relying on theories of machine learning, psychology, and microeconomics, Srinivas develops generalizable causal inference methods. He extends these approaches to produce machine learning based decision support systems and explore the game theoretic implications of their widespread adoption. Substantively, his research interests include effectiveness of digital advertising, exploring moderators of ad response, and attribution. His research has appeared in the Journal of Marketing Research and the proceedings of Association for the Advancement of Artificial Intelligence.
Scholar-generated biography
Srinivas Tunuguntla is a researcher at Duke University focusing on the intersection of machine learning and data analytics in advertising and insurance domains. His work explores optimal bidding strategies for real-time display advertising auctions, leveraging reinforcement learning for display ad measurement using observational data. Tunuguntla also investigates temporal patterns in insurance interaction data and identifies T-patterns in business contexts. His research emphasizes the role of targeting information in ad auction mechanisms, aiming to enhance decision-making through data-driven insights. These studies highlight his contributions to understanding complex systems through algorithmic and statistical methods.