Purush Papatla

Co-Director, Northwestern Mutual Data Science Institute


PhD, Kellogg School, Northwestern University
MS, Industrial & Systems Engineering, University of Illinois-Chicago
BE, Mechanical Engineering, Osmania University, India

Areas of Expertise

Dr. Papatla's research interests include Bayesian modeling of Big Data to understand how and why Instagram posts by consumers affect how other consumers respond to brands. He is also using Bayesian and Big Data methods with psycholinguistics to investigate why and how consumers engage with brands on Facebook, why consumers retweet brands’ tweets, how Uber and AirBNB have affected consumer response to legacy taxi and hotel brands, and whether consumer ratings affect sales in the restaurant, hospitality, and music categories. Dr. Papatla works with companies through non-commercial research relationships and publishes his findings through scholarly journals. He teaches Marketing Strategy and Digital Marketing Strategy in the Executive MBA program and Doctoral Seminars on Bayesian Methods and Models in Marketing at his university. Dr. Papatla also has been, and continues to be, the Dissertation Committee Chair for several Doctoral students.

Professional Activities

Dr. Papatla is the author of numerous publications in academic journals. He is a member of the Institute of Operations Research and Management Sciences (INFORMS), and works with both doctoral students and businesses on projects related to his areas of expertise.