Asim Ansari is the William T. Dillard Professor of Marketing at Columbia University. He received his PhD in marketing from New York University. His current research focuses on the Bayesian modeling for customer relationship management, personalization and customization of products and marketing actions and preference measurement. His research has appeared in several leading marketing journals. He is on the Editorial board of Marketing Science, and the Journal of Marketing Research. He has received the Paul Green award from the American Marketing Association for his work on e-customization. In addition, his has been a finalist for the William O’ Dell award, the John Little Best Paper Award, Frank M. Bass Outstanding Dissertation Award and the INFORMS Society for Marketing Science Long Term Impact Award.