Sharmistha Sikdar’s research interests lie in the development and application of statistical models and machine learning tools to examine empirical problems in marketing. Some of the applications of her research methods include predicting customers’ multichannel engagement and purchase behavior, and competitive price dynamics on e-commerce platforms. Sharmistha has a PhD in Marketing from Cornell University. She has a Master’s degree in quantitative Economics from Indian Statistical Institute, Calcutta and a Bachelors’ degree in Economics with honors from Calcutta University. Prior to joining academia, Sharmistha spent more than eight years in the analytics/data science industry specializing in banking and customer analytics. She has worked for the analytics centers for companies such as General Electric, Citibank, and Infosys ltd. She is also a co-inventor of a patented customer analytics solution for enterprises.