My name is Unnati (oo-n-uh-tee).
I am an Assistant Professor of Business Administration (Marketing) at the Gies College of Business, University of Illinois at Urbana-Champaign. My research interests lie broadly in mobile and location marketing, online platforms and privacy. Specifically, I study how users’ interactions with technologies (e.g., mobile apps) shape and influence their behaviors in the offline world (e.g., retail stores). I also investigate how context informs choice, e.g., how consumers' driving patterns predict their next retail visits. I'm also interested in data sharing and privacy trade-offs. I use causal modeling, econometrics, machine learning, and deep learning for unstructured image and text data.
My research has been published in Marketing Science, the Journal of the Academy of Marketing Science, and Review of Marketing Research. I was awarded the 2019 Mathew Joseph Emerging Scholar Award, the 2019 PDMA Emerging Scholar Award, the 2019 Mays Business School Outstanding Doctoral Student Award for Research, and the 2018 Shankar-Spiegel Best Dissertation Proposal Award, and was the finalist for the EMAC-AiMark doctoral dissertation award 2021. I received my PhD in Business Administration (Marketing) from Mays Business School, Texas A&M University in May, 2020.