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Nicolas Padilla

Assistant Professor of Marketing

BSc MSc (Chile) MPhil PhD (Columbia)

Before joining London Business School, Dr Nicolas Padilla obtained his BSc in Industrial Engineering, a MSc in Operations Management from Universidad de Chile and a PhD Candidate in Marketing at Columbia Business School.

His research on using quantitative methods to inform marketing decisions focuses on studying the customer journey, and applying machine learning methods to infer consumers’ preferences and inform their customer management decisions.

Specifically, Dr Padilla studies how firms can use the customer journey path from search to transaction as a source of information, to complement often thin historical data, in order to identify customers’ preferences, assess conversion likelihood, predict products' choice, and inform the firm on product recommendation. Another of his papers proposes a solution to the so-called “cold start” problem of customer management whereby firms need to manage just-acquired customers for whom the information is limited.

Methodologically, Dr Padilla applies Bayesian econometrics, probabilistic machine learning, and Bayesian non-parametric models to estimate customer preferences and guide firms' actions.

2021

Overcoming the Cold Start Problem of CRM using a Probabilistic Machine Learning Approach

Padilla N; Ascarza E

Journal of Marketing Research 2021 Accepted


Teaching portfolio

Our teaching offering is updated annually. Faculty and programme material are subject to change.

  • Masters Degrees core courses

    A key part of our Masters programmes curriculum.

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    • Marketing
      Learn about branding, brand management, targeting and positioning, pricing strategies and segmentation.
      PROGRAMMES WITH THIS CORE COURSE
    • Marketing Planning in Action
      Learn to develop and execute a marketing plan in a competitive, fast-paced and unpredictable marketplace. Develop a positioning strategy, identify which businesses and segments to compete in and how to strategically allocate scarce resources across the marketing mix in both mature and new markets. Explore pricing strategies, the product life cycle curve, new market entry strategies, word of mouth/social contagion, and competitor analysis.
      PROGRAMMES WITH THIS CORE COURSE
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