Yakov
Bart
Associate Professor of Marketing and Joseph G. Riesman Research Professor
Expertise
advertising effectiveness, behavioral targeting, Big data in marketing, Branding, Consumer financial decision making, consumer product reviews, COVID-19, Customer experience management, Digital marketing channels, digital trust, Exploding offers, Gambling, marketing management, marketing strategy, Mobile marketing, online word of mouth, privacy, social media marketing, user-generated content
Yakov Bart in the Press
These recaps may signal more transparency for users, because they can see some data in their hands. And products like Wrapped have become particularly popular because they’re personalized and now designed to share online — leaving many to look forward to it as an “annual ritual” of sorts, notes Yakov Bart, a marketing professor at […]
It’s time to unpack Spotify Wrapped. Here’s how the music streamer compiled your 2025 recap
These recaps may signal more transparency for users, because they can see some data in their hands. And products like Wrapped have become particularly popular because they’re personalized and now designed to share online — leaving many to look forward to it as an “annual ritual” of sorts, notes Yakov Bart, a marketing professor at […]
Amazon, Target and Walmart In Sight for Boycotts Over DEI
A Northeastern University marketing professor, Yakov Bart, opined at the time that the failure was due to Amazon’s reach and consumers’ lack of alternatives to it.
Look out for this surprising consequence of influencer marketing that could hurt your brand
It is these kinds of questions–healthy skepticism, let’s call it–that prompted me, along with three other academics, to conduct a study that looked at various outcomes of running influencer campaigns. We were looking in particular for unintended consequences of seeding products with apparently influential individuals who are supposed to spread word of mouth (WOM) about […]
Breweries worry about Anheuser-Busch inBev’s stake in RateBeer site
A Pew Research Center survey in December found that 82 percent of adults read online customer ratings or reviews before purchasing a product for the first time. Yakov Bart, assistant professor of marketing at Northeastern University, said the platforms that provide these reviews had exploded in influence for businesses. “It’s better than advertising,” Dr. Bart […]
CMO Magazine
Personalised marketing: Balancing what you can do with what you should do
But a new Stanford Graduate School of Business paper, written by Professor Pedro Gardete and Yakov Bart, a professor at Northeastern University, has uncovered an interesting insight about highly targeted and personalised ads – namely, they do not translate to higher profits for companies. It’s not surprising the research shows consumers find those ads frustrating […]
Marketing Week
How marketers can use data to deliver on-brand promises in a targeted way
Highly targeted and personalised ads may not translate to higher profits, according to research published earlier this year by professor Pedro Gardete at Stanford Graduate School and Yakov Bart, a professor at Northeastern University, Massachusetts. In some cases, they claim, the most effective strategy is for consumers to keep information private and for businesses to […]
Digiday
Ad tech is having a premature midlife crisis
Ad tech’s intricacy doesn’t mean that brands don’t want to invest in it any more. Now, more than ever, companies want to find ways to optimizing their advertising efforts and maximizing effectiveness, according to Yakov Bart, marketing professor for Northeastern University’s D’Amore-McKim School of Business. “They don’t want to miss out on programmatic, because when they do it right, […]
Internet Retailer
Facing the fire
Quickly acknowledging and owning the mistake is the key to surviving a social media firestorm, says Yakov Bart, a Northeastern University professor who studies social media marketing. “You have to show that you’re not just superficially saying, ‘I’m sorry,’” he says. “You have to demonstrate that you recognize and understand what made people angry.”
Can readers tell the difference between real news and ‘native advertising’?
“For reputable publishers like the New York Times or the L.A. Times, attempting to dupe people is simply not productive,” said Yakov Bart, an assistant professor of marketing at Northeastern University Business School. “They will want to present native ads in ways that are consistent with other content,” he said, “but they will make sure they […]
