Vibhanshu (Vibs) Abhishek

Vibhanshu Abhishek is the Assistant Professor of Information Systems and Economics at the Heinz College of Carnegie Mellon University. His research focuses on the effect of emerging technologies on consumers' behavior, business strategy and market structure. He is particularly interested in multi-channel coordination and examines issues in multi-channel retail, advertising and pricing.

Vibhanshu's research focuses on how consumers make decisions in a multi-channel context and how these decisions can be changed using marketing-mix variables like pricing, promotions or advertising. He has focused on how different forms of advertising affects consumers and how firms can optimally use new advertising channels to connect with them. He is also a well known expert on the attribution problem in advertising. In another stream of research he explores the dynamics of e-commerce marketplaces like Amazon and iTunes and their interaction with traditional retail channels. His research has been published in top-tier journals like Operations Research, Marketing Science and Management Science. He is the recipient of several best paper awards and was the runner up for the ISS Nunamaker-Chen Dissertation Award and the ISA INFORMS best paper award. His research has been cited several popular including Knowledge@Wharton, Forbes and Delaware Online.

He works with several companies like LEGO, Adobe, FICO, IBM, Omnicom, PNC Bank, The Pirates (Go BUCS!!) and advises several hi-tech startups on strategy, marketing and analytics.

Vibhanshu received a B. Tech. in Computer Science from IIT Kanpur, and both a MA in Statistics and a PhD in Applied Economics and Managerial Science (OPIM) from the Wharton School of the University of Pennsylvania.


Journal Publications

1. Optimal Bidding in Multi-Item Multi-Slot Sponsored Search Auctions, with K. Hosanagar, Operations Research 61(4): 855-873 (2013) [link]
2. On Aggregation Bias in Sponsored Search: Existence and Implications, with K. Hosanagar and P.S. Fader, Marketing Science 34(1):59-77 (2015) [link]
3. Reselling or Agency Selling: Channel Structures in Electronic Retail with K. Jerath and Z. J. Zhang, forthcoming, Management Science [link]

Working Papers

4. Media Exposure through the Funnel: A Model of Multi-Stage Attribution, with K. Hosanagar and P. S. Fader, (under review) [link]
5. Examining the Impact of Contextual Ambiguity on Search Advertising Keyword Performance: A Topic Model Approach, with J. Gong and B. Li, (under review) [link]
6. Effect of Piracy on Adoption of Technological Innovation in the Entertainment Industry, with R. Telang and Y. Zhang, (under review) [link]
7. Evaluating Consumer m-Health Services for User Engagement and Health Promotion, with J. Downs, R. Padman and Y. Li

Work in Progress

8. How much is a Cookie Worth? Privacy-Targeting Tradeoff in Online Advertising, with A. Aziz and R. Telang
9. Product Line Design and Information Sharing in Online Marketplaces, with K. Jerath
10. Where to Store the Store? Use of Multi-channel Data to improve Store Location Policy, with J. A. Guajardo and S. Kumar
11. Impact of Online Sales Tax on Consumer Search and Purchase Behavior, with J. Gong and M. D. Smith
12. Exploiting the Long Tail of Sponsored Search Keywords, with D. Choi and K. Hosanagar
13. Platform enforced Quality or Market determined Quality: Optimal Strategy in E-commerce Marketplaces, with M. Lin and R. Wu
14. When the Bank comes to you: Channel Adoption and Choice in an Omni-Channel Con-text, with B. Li


Digital Marketing Analytics [syllabus]

Managing Disruptive Technologies [syllabus]

Quantitative Marketing Models [syllabus]

Telecommunications Management [syllabus]


I frequently work with high-tech startups in the areas of big data analytics, retail & advertising and healthcare. Here is a sample list of companies I am currently working with.

Rally Health

In the Search of Efficiency

On economics, technology and photography...
Jul 0
Jul 0

From mobile-first to mobile-only!

Flipkart recently announced the plan to offer a mobile only strategy. That is correct, you will not be able to go to online, but only through their mobile app. Here is an article that covers this announcement – One rationale for this strategy is that an overwhelming majority of their sales comes from […]

  Read more
Jul 0
Jul 0


  Read more