Prof. Ram Bezawada is an associate professor in the Allen G. Aaronson Department of Marketing & International Business at the Zicklin School of Business, Baruch College. Prof. Bezawada holds a Ph.D. in Marketing from Purdue University. In addition, he also holds an M.S. in Statistics from Purdue University, an MBA in International Business from Indian Institute of Foreign Trade (Delhi) and a B.E. (Hons.) in Chemical Engineering from the Birla Institute of Technology and Science, Pilani (India). Prof. Bezawada’s areas of specialty primarily concern issues relating to marketing analytics, health care analytics and digital media marketing. In addition, he is also interested in pertinent issues at the intersection of marketing and health behavior/health care, cross-category models, new products/branding and retailing. He has consulted and/or provided technical assistance and managerial expertise to several companies in the U.S. both large and small. Prof. Bezawada’s research has been published in leading marketing and information systems journals such as the Journal of Marketing, Marketing Science, Management Science, and Information Systems Research.