DrGokhan Yildirim

Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School. He is also the author of the book Applied Marketing Analytics Using R (Python), published by SAGE. His research is at the intersection of marketing effectiveness, metrics, and models. He applies time-series econometric and machine learning methods to evaluate short- and long-term marketing performance and optimize cross-channel resource allocation.

Gokhan's research has been published in leading journals in the field, including the Journal of Marketing, Marketing Science, the International Journal of Research in Marketing, and the Journal of the Academy of Marketing Science. He has received prestigious awards, such as the Amazon Research Awards in Advertising, the ISMS-MSI Gary Lilien Practice Prize Competition award, and the Marketing Science Institute research award. 

His research has been supported by several research grants from organizations including Amazon, the Wharton Customer Analytics Initiative (WCAI), the Marketing Science Institute, AiMark, and the Spanish Ministry of Science and Innovation.

Gokhan earned his Ph.D. in Business Economics and Quantitative Methods with a specialization in marketing from Carlos III University in Madrid. He holds a B.A. degree in Business Administration from Marmara University in Istanbul, Turkey.

At Imperial College, Gokhan teaches in the Executive MBA, MSc Business Analytics, and MSc Strategic Marketing programs.