Don Lehmann Award

Introduction

Seshadri Tirunillai has won the 2015 Don Lehmann Award for best dissertation-based paper for his JMR paper with Gerard J. Tellis

Tirunillai, Seshadri and Gerard J. Tellis (2014) Mining Marketing Meaning from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation. Journal of Marketing Research Vol. 51, No. 4, pp. 463-479.

Seshadri Tirunillai’s paper coauthored with his dissertation Chair, Gerard J. Tellis, published in 2014 in the Journal of Marketing Research, was selected as the winner of the 2015 Don Lehmann Award. This award is given for the best dissertation based paper published in the past two years in Journal of Marketing or Journal of Marketing Research. A committee comprised of past award winners, current and past JM/JMR editors members selected the winner. There were an extraordinarily large number of nominations this year. The committee selected four finalists including the eventual winner. Two of the finalist papers are eligible to be considered for the 2016 Don Lehmann Award.

According to the nominator of this paper, " This paper contributes to marketing in numerous ways. First, it introduces to marketing a framework based on LDA [Latent Dirichlet Allocation] to analyze unstructured textual data and demonstrates it in extracting the latent dimensions and valence of quality from product reviews. Second, it establishes the validity of the metrics extracted by benchmarking against some established metrics of product quality. Third, it shows the importance of the extracted dimensions to marketers by the time-varying intensity of the conversations on each dimension and the heterogeneity of the same among consumers. Finally, the study demonstrates the usefulness of extracting the latent dimensions for creating brand maps, assessing the dynamics of the dimensions of the brands over time."

Congratulations to the authors!!!

Raj

Rajkumar Venkatesan
Bank of America Research
Professor of Business Administration
(434) 934 6916
venkatesanr@darden.virginia.edu