About

Yakov Bart is a Professor of Marketing and the Patrick F. and Helen C. Walsh Research Professor at Northeastern University, serving as the Thomas E. Moore Faculty Fellow. His research focuses on examining the marketing implications of new digital technologies and business models. His work has been funded by notable organizations including NSF, Amazon, Google, MSI, WPP, and has been published in leading marketing and management journals. Yakov holds a PhD and an MS in Business Administration from the University of California at Berkeley, an SM in Operations Research from MIT, and a Diploma in Mathematics from Moscow State University. Prior to his current position, he was a faculty member at INSEAD and served as a visiting faculty at the Wharton School.

Research topics

• Computer Science
• Marketing
• Social Science
• Sociology
• Business
• Computer Security
• Internet privacy
• Advertising
• Data science
• Process management

Selected publications

• How consumer digital signals are reshaping the customer journey

  Journal of the Academy of Marketing Science · 2022 · 114 citations

  • Business
  • Marketing
  • Advertising
  DOI

• Opportunities and challenges of using biometrics for business: Developing a research agenda

  Journal of Business Research · 2021 · 67 citations

  • Computer Science
  • Computer Security
  • Data science
  DOI

• Brave New World? On AI and the Management of Customer Relationships

  Journal of Interactive Marketing · 2020 · 310 citations

  • Computer Science
  • Business
  • Marketing

  In light of the emerging discourse on AI systems’ effect on society, whose perception swings widely between utopian and dystopian, we conduct herein a critical analysis of how artificial intelligence (AI) affects the essential nature of customer relationship management (CRM). To do so, we survey the AI capabilities that will transform CRM into AI-CRM and examine how the transformation will influence customer acquisition, development, and retention. We highlight in particular how AI-CRM's improving ability to predict customer lifetime value will generate an inexorable rise in implementing adapted treatment of customers, leading to greater customer prioritization and service discrimination in markets. We further consider the consequences for firms and the challenges to regulators.

  DOI

Frequent coauthors

• Koen Pauwels

  Northeastern University

  19 shared

• Kwong Chan

  Stanford University

  17 shared

• Andrew T. Stephen

  16 shared

• Zeynep Aksehirli

  16 shared

• Glen L. Urban

  Massachusetts Institute of Technology

  7 shared

• Özlem Ergün

  Northeastern University

  7 shared

• Rashmi Dyal-Chand

  Northeastern University

  6 shared

• Babak Heydari

  6 shared

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