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Natasha Zhang Foutz

Associate Professor of Commerce
Marketing

Natasha Zhang Foutz
+1 434-924-0873
Office: 
340
Education: 
Ph.D., Marketing, Cornell University
M.S., Statistics, Cornell University
M.S., Marketing, Cornell University
B.S., Economics, Fudan University
Areas of Expertise: 
Entertainment marketing
Digital media
Statistical and econometric methods
Big data and marketing analytics
Professional Activities: 

Professor Foutz’s teaching and research is focused on digital media, entertainment marketing, and business analytics. She studies consumer behavior and firm strategy by analyzing large-scale data using econometrical, statistical, and machine-learning methods.

Her research has been published in books and leading journals, such as Journal of Marketing Research and Marketing Science. She has taught big data and marketing analytics, entertainment marketing, marketing management, and marketing models at the undergraduate, M.B.A., E.M.B.A., and Ph.D. levels. She is also a recipient of several research, teaching, and service awards, including the Mallen Award for lifetime published scholarly contributions to motion picture industry studies and the University of Virginia All-University Teaching Award.

Selected Publications:

"Leveraging Analytics to Produce Compelling and Profitable Film Content," Special Issue of The Economics of Filmed Entertainment in the Digital Era, Journal of Cultural Economics, forthcoming 2020 (with R. Behrens, et al.).

“Calibrating the Dynamic Huff Model for Business Analysis Using Location Big Data,” Transactions in GIS, forthcoming 2020 (with S. Gao, Y. Liang, Y. Cai, and L. Wu).

“MobiAmbulance: Optimal Scheduling of Emergency Vehicles in Catastrophic Situations Leveraging Large-scale Consumer GPS Location Data,” ICCCN, 2019 (with Yan L. et al.).

“The State of New Product Design and Forecasting Research: Recent Developments and Future Directions,” Handbook of New Product Development Research, P. Golder and D. Mitra (eds.), 2018 (with V. R. Rao).

“Entertainment Marketing,” Foundations and Trends in Marketing, 2017.

“The Role of Network Embeddedness in Film Success,” International Journal of Research in Marketing – Special Issue on the Entertainment Industry, 2016 (with G. Packard, A. Aribarg, and J. Eliashberg).

“Functional Response Additive Model Estimation with Online Virtual Stock Markets,” Annals of Applied Statistics, 2015 (with Y. Fan, G. James, and W. Jank).

“Synergy or Interference: The Effect of Product Placement on Commercial Break Audience Decline,” Marketing Science, 2014 (with D. Schweidel and R. Tanner). Lead article; also featured in ISMS press release and Forbes.

"Dynamic Effectiveness of Advertising and Word-of-Mouth in the Sequential Distribution of New Products," Journal of Marketing Research, 2012 (with N. Bruce and C. Kolsarici).

“Pre-Release Demand Forecasting for Motion Pictures Using Functional Shape Analysis of Virtual Stock Markets,” Marketing Science, 2010 (with W. Jank).

"Category-Based Screening in Choice of Complementary Products," Journal of Marketing Research, 2009 (with A. Aribarg).