Dr. Mahima Hada

Associate Professor and Director of Marketing Analytics Programs
Baruch College, City University of New York

Dr. Hada teaches Marketing Analytics, Text Analytics, Marketing Fundamentals, and Marketing Strategy, and was awarded the “Excellence in Teaching” award at Baruch in 2017. She serves on the advisory board of the non-profit, Gifthope. She has been invited to be a panel member on Interbrand and NYSE’s panel on “B2B relationships in Fintech” and Bloomberg’s Panel on “Data Science and Machine Learning.” Prior to academia, she worked for several years in sales and marketing at Dassault Systèmes.

Dr. Hada’s research focuses on marketing strategies that impact customer-firm relationships in B2B and B2C markets, using large-scale data sets, machine learning, and conjoint experiments. Her paper on Digital Video advertising won the Advertising Research Foundation’s “Best Paper for Practice” award in 2020, her paper on Referral Equity won the 2016 “Naresh K Malhotra Long-Term Impact” award, and her paper on B2B referrals was a finalist in the Marketing Science Institute’s Paul H. Root Award in 2015. Her work on the effect of franchisors’ strategies during a global financial crisis resulted in her being named the Lang Fellow in 2014. She has published in the top journals in marketing and serves on their Editorial Review Boards.