Raj-Venkatesan faculty-bio_1x1

Rajkumar Venkatesan

Ronald Trzcinski Professor of Business Administration


FOB 253

Academic Area

Areas of Expertise

Customer Relationship Management, Marketing Metrics, Marketing Analytics

Education:  B.E., Computer Science, University of Madras, India; Ph.D., Marketing, University of Houston

Professor Rajkumar Venkatesan teaches "Marketing Technology Products," "Marketing Strategy" and Marketing Analytics at Darden. Venkatesan's research focuses on analytics as it relates to marketing return on investment, customer lifetime value, mobile marketing and the global political economy. His research has appeared in several journals, including The Review of Economics and Statistics, Journal of Marketing, Journal of Marketing Research, Marketing Science and Harvard Business Review. He is also a co-author of the book Cutting Edge Marketing Analytics

Many of his research publications have been recognized with prestigious awards, such as the Don Lehmann Award for the best dissertation-based article, the MSI Alden G. Clayton and the ISBM Outstanding Dissertation Proposal awards, and the ISBM award for long-term contributions to business-to-business marketing. He was selected as one of the Top 20 rising young scholars in marketing by the Marketing Science Institute, one of the Top 40 professors under 40 by Poets & Quants, and recognized among the Top 5 percent of marketing strategy scholars by the Journal of Marketing Education.  

Venkatesan has consulted with firms in the technology, retailing, media, industrial goods and pharmaceutical industries. He has developed custom executive education programs or data analytics software for Capital One, Explore Learning, General Electric, General Dynamics, HBO, IBM, Johnson & Johnson, MAS Holdings, Pitney Bowes, Porsche MHP, Rosetta Stone, SAP and Teradata. For his work with IBM, he was recognized as one of the finalists for the Informs Practice Prize Competition. 

Before coming to Darden, Venkatesan taught graduate students at the University of Connecticut. There, he was the recipient of the MBA Teacher of the Year Award. He received his Ph.D. in marketing from the University of Houston and his B.E. in computer engineering from the University of Madras. 

Selected Publications

Rajkumar Venkatesan, Alex Bleier, Werner Reinartz, and Nalini Ravishankar (2019), “Improving Customer Profit Predictions with Customer Mindset Metrics Through Multiple Overimputation,” Conditionally Accepted, Journal of Academy of Marketing Science.

V. Kumar, Bharath Rajan, Rajkumar Venkatesan, Jim Lecinski (2019), “Understanding the Role of Artificial Intelligence in Personalized Engagement Marketing” Forthcoming, California Management Review.

Serhiyenko, Volodymyr, Ravishanker, Nalini, and Venkatesan, Rajkumar. (2018), “Multi‐stage multivariate modeling of temporal patterns in prescription counts for competing drugs in a therapeutic category,” Applied Stochastic Models in Business and Industry, 34(1), 61-78.

Lurie, N.H., Berger, J., Chen, Z., Li, B., Liu, H., Mason, C.H., Muir, D.M., Packard, G., Pancras, J., Schlosser, A.E. Sun, B. and Venkatesan, R (2018), “Everywhere and at All Times: Mobility, Consumer Decision-Making, and Choice,” Customer Needs and Solutions, 1-13.

Venkatesan, Rajkumar (2017), “Executing on a Customer Engagement Strategy,” Journal of Academy of Marketing Science, 45, 289-293.

Pandya, Sonal, and Rajkumar Venkatesan, (2016), “French Roast: Consumer Responses to International Conflict - Evidence from Supermarket Scanner Data,” The Review of Economics and Statistics, 98(1), 42-56.

Venkatesan, Rajkumar, Paul Farris, Leandro A. Guissoni, and Marcos Fava Neves (2015), “Consumer Brand Marketing through Full- and Self-Service Channels in an Emerging Economy,” Journal of Retailing, 91(4), 644-659.

Petersen, Andrew, Rajkumar Venkatesan, and Farnoosh Khodakarani (2015), “Developing Donor Relationships: The Role of Breadth of Giving, Journal of Marketing, 79(4), 77-93.

Neslin, Scott A., Kinshuk Jerath, Anand Bodapati, Eric T. Bradlow, John Deighton, Sonja Gensler, Leonard Lee, Elisa Montaguti, Rahul Telang, Raj Venkatesan, Peter C. Verhoef & Z. John Zhang (2014), “Interrelationships Between Brand and Channel Choice,” Marketing Letters, 25 (3), 319-330.

Baik, Alicia, Rajkumar Venkatesan, and Paul Farris (2014),"Mobile Shopper Marketing: Assessing the Impact of Mobile Technology on Consumer Path to Purchase." Shopper Marketing and the Role of In-Store Marketing (Review of Marketing Research),11, 1-25.

Venkatesan, Rajkumar and Paul Farris (2012), “Coupons are Not Just for Cutting Prices, Harvard Business Review, May, 32.

Venkatesan, Rajkumar and Paul Farris (2012), “Measuring and Managing Returns from Retailer-Customized Coupon Campaigns,” Journal of Marketing, 76(1),76-94.

Rust, Roland, V. Kumar and Rajkumar Venkatesan (2011), “Will the Frog Change into a Prince?: Predicting Future Customer Profitability,” International Journal of Research in Marketing, 28(4), 281-294.

  • Lead Article, Finalist, Best Paper Award, International Journal of Research in Marketing. 

Venkatesan, Rajkumar (2011), “A Comment on ‘On Estimating Current-Customer Equity Using Company Summary Data’,” Journal of Interactive Marketing, 25(1), 23-24.

V. Kumar, Eli Jones, Rajkumar Venkatesan, and Robert P. Leone (2011), “Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing,” Journal of Marketing, 75(January), 16-30. 

  • Finalist, Harold H. Maynard, Best Paper Award, Journal of Marketing.

 Kumar, V., Lerzan Aksoy, Bas Donkers, Rajkumar Venkatesan, Thorsten Wiesel and Sebastian Tillmanns (2010), “Undervalues or Overvalued Customers: Capturing Total Customer Engagement Value,” Journal of Service Research, 13(3) 297-310.

Phatak, Bhavik, Ram Gopal, Robert Garfinkel, Rajkumar Venkatesan, and Fang Yin (2010), “Empirical Analyses of the Value of Recommender Systems,” Journal of Management Information Systems, 27(2), 159-188.

Verhoef, Peter C., Rajkumar Venkatesan, Leigh McAllister, Edward C. Malthouse, Manfred Kraft, and Shankar Ganesan (2010), “CRM in Data Rich Multi-channel Retailing Environments: A Review and Future Research Directions,” Journal of Interactive Marketing, 24, 124-137.

Kumar, V., Rajkumar Venkatesan, Tim Bohling and Denise Beckmann (2008), “The Power of CLV: Managing Customer Lifetime Value at IBM,” Marketing Science, 27(4), 585-599.

  • Finalist, Informs Society for Marketing Science, Practice Prize Award. 

Kumar V., Rajkumar Venkatesan, and Werner Reinartz (2008), “Performance Implications of Adopting a Customer Focused Sales Campaign,” Journal of Marketing, 72(5), 50-68.

Rajkumar Venkatesan, V. Kumar, and T. Bohling (2007), ‘Optimal CRM Using Bayesian Decision Theory; An Application to Customer Selection,” Journal of Marketing Research, 44(4), 579-594. 

Venkatesan, Rajkumar, Kumar Mehta, and Ravi Bapna (2007), “Do Market Characteristics Impact the Influence of Retailer Characteristics on Online Prices?” Journal of Retailing, 83(3), 309-324.

Rajkumar Venkatesan, V. Kumar, and Nalini Ravishanker (2007), “The Impact of Customer-Firm Interactions on Customer Channel Adoption Duration,” Journal of Marketing, 71(2), 114-132.

Venkatesan, Rajkumar, Kumar Mehta, and Ravi Bapna (2006), “Understanding the Confluence of Retailer Characteristics, Market Characteristics and Online Pricing Strategies,” Decision Support Systems, 42(3), 1759-1775.

Kumar V, Denish Shah, and Rajkumar Venkatesan (2006), “Managing Retailer Profitability- One Customer at a time,” Journal of Retailing, 82(4), 309-324.

Berger, Paul D. Naras Eechambadi, Morris George, Donald R. Lehmann, Ross Rizley, and Rajkumar Venkatesan (2006), “From CLV to Shareholder Value: Theory, Empirical Evidence, and Issues for Future Research,” Journal of Service Research, 9(2), 156-167.

Kumar, V.,Rajkumar Venkatesan, and Werner J. Reinartz (2006), “Knowing What to Sell When to Whom,” Harvard Business Review, March, 131-145.

Kumar, V., and Rajkumar Venkatesan (2005), “Who are the Multichannel Shoppers and How do they Perform?:  Correlates of Multichannel Shopping Behavior,” Journal of Interactive Marketing, 19(2), 44-62.

  • Finalist, Best Paper Award, Journal of Interactive Marketing.

Venkatesan, Rajkumar, Trichy V. Krishnan and V. Kumar (2004), “Evolutionary Estimation of Macro-Level Diffusion Models using Genetic Algorithms,” Marketing  Science, 23(3), 451-464.

Venkatesan, Rajkumar, and V. Kumar (2004), “A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy,” Journal of Marketing, 68(October), 105-125.

  • Inaugural Winner, ISBM David T. Wilson-Sheth Award for Long Term Contribution to B2B Marketing.
  • Winner, Don Lehmann Award, Best Dissertation Based Article.

Venkatesan, Rajkumar and V. Kumar (2002)“A Genetic Algorithms Approach to Forecasting of Wireless Subscribers,” International Journal of Forecasting, 18 (October-December), 625-646.

Kumar, V. Anish Nagpal and Rajkumar Venkatesan (2002), “MSHARE: A Framework for Forecasting Market share in Wireless Communication Industry,” International Journal of Forecasting, 18 (October-December), 583-603.


Selected Books

Venkatesan, Rajkumar, Paul Farris and Ron Wilcox (2014), Cutting Edge Marketing Analytics: Real World Cases and Datasets for Hands On Learning. Pearson/FT Press, NY, NY.  

Venkatesan Rajkumar, Andrew Petersen, Leandro Guissoni (2018), "Measuring and Managing Customer Engagement Value Through the Customer Journey." Customer Engagement MarketingSpringer International Publishing, 2018.

Serhiyenko, Volodymyr, Nalini Ravishanker, and Rajkumar Venkatesan (2015), "Approximate Bayesian Estimation for Multivariate Count Time Series Models." Ordered Data Analysis, Modeling and Health Research Methods. Springer International Publishing, 155-167.

Ravishanker, Nalini, Rajkumar Venkatesan, and Shan Hu (2015), "Dynamic models for time series of counts with a marketing application." Handbook of discrete-valued time series,1-10.

Venkatesan, Rajkumar (2015), Customer Lifetime Value Based Resource Allocation, in Handbook of Research on Customer Equity in MarketingV. Kumar and Denish Shah Eds., Edward Elgar.

Venkatesan, Rajkumar (2012), “Marketing Strategy: Customer,” in Legends in Marketing, Volume Editor, Sage Publications.

Venkatesan, Rajkumar, V. Kumar and Werner Reinartz (2011), “Customer Relationship Marketing (CRM) in Business Markets,” in Handbook of Business to Business Marketing, Gary Lilien and Rajdeep Grewal Eds., Forthcoming.

Reinartz, Werner and Rajkumar Venkatesan (2008), Decision Models for Customer Relationship Management (CRM), in Handbook of Marketing Decision Making, Berend Wirenga Eds., International Series in Operational Research and Management Science, Springer Science and Business Media.


Case Studies

Advancing knowledge through research that shapes business, Darden professors are recognized thought leaders in their fields. They are not only master case method teachers, they also author many of the cases used in Darden classrooms and around the world. 

Rajkumar Venkatesan's cases are available in the Darden Business Publishing website.