hero image
Zsolt Katona - Haas School of Business, University of California, Berkeley. Berkeley, CA, US

Zsolt Katona Zsolt Katona

Cheryl and Christian Valentine Associate Professor | Haas School of Business, University of California, Berkeley

Berkeley, CA, UNITED STATES

Social

Areas of Expertise (4)

Online Marketing

Search Advertising

Network Economics

Social Networks

About

Zsolt Katona is Cheryl and Christian Valentine Associate Professor at the Haas School of Business. Katona joined Berkeley Haas in 2008 as an assistant professor of marketing. His research focuses on online marketing strategy, networks, and social media. He studies how firms can better take advantage of new digital technologies and how they can integrate them into their marketing mix.

Katona is faculty director of the Fisher Center for Business Analytics at the Haas School. He was named a Marketing Science Institute Scholar awardee and was a Barbara and Gerson Bakar Faculty Fellow. He is associate editor of the journals Management Science and Marketing Science, and serves on the editorial board of the International Journal of Research in Marketing. Before joining Berkeley Haas, Katona received his PhD in management (marketing) from INSEAD. He also holds a PhD in computer science and an MSc in Mathematics, Eotvos Lorand University, Hungary.

Education (3)

INSEAD: PhD, Management (Marketing)

Eotvos Lorand University, Hungary: PhD, Computer Science

Eotvos Lorand University, Hungary: MSc, Mathematics

Honors & Awards (4)

MSI Alden G. Clayton Doctoral Dissertation Proposal Competition Winner

2007

Sasakawa Young Leaders Fellowship

2007

Association for Consumer Research Best Working Paper Award

2006

AMA Sheth Foundation Doctoral Consortium Fellow

2006

Selected External Service & Affiliations (1)

  • Ad-hoc reviewer: Marketing Science; Journal of Marketing Research

Positions Held (1)

At Haas since 2008

2014 – 2017, Associate Professor, Berkeley Haas
2008 – 2014, Assistant Professor, Berkeley Haas

Media Appearances (4)

Alternative data and the sophisticated investor advantage

Canadian Investment Review  online

2019-05-02

A new study by Assoc. Prof Panos Patatoukas, L.H. Penney Chair in Accounting, and Cheryl and Christian Valentine Assoc. Prof. Zsolt Katona found that buying and selling a retailer's stock based on satellite data can yield a 4.7% higher return than the typical benchmark return.

view more

Retailers want more than your cash this holiday season

Marketplace  online

2018-11-28

The holiday shopping season often means people visit stores and retail websites they don't typically frequent. And with that comes requests for personal data that retailers can use to target ads and promotions. But one-time shoppers aren't always interested, said Zsolt Katona, Cheryl and Christian Valentine Associate Professor.

view more

Business Analytics Wave Sweeps Across B-Schools

Poets anad Quants  

2018-01-22

Zsolt Katona, a professor of marketing and director of the recently launched Fisher Center for Business Analytics at the UC-Berkeley Haas School of Business, puts it this way: “What we notice is that even though there are a lot of interest and initiatives, there’s still a gap between data science and application to relevant business problems and trying to solve them. We’re not doing basic data science, but finding avenues to apply data in practical ways to real business problems and to generate real solutions.”

view more

WATCH: Berkeley Does Ballroom

California Magazine  online

2017-01-11

Partners in dance (and life), UC Berkeley Haas Business School associate professor Zsolt Katona, and Timea Potys, former Cal Ballroom team coach and owner of Sizzling Latin Ballroom Company, travel the world to compete in ballroom dance competitions—nearly 30 each year.

view more

Selected Papers & Publications (14)

Agenda Chasing and Contests among News Providers RAND Journal of Economics

Zsolt Katona, Jonathan Knee, and Miklos Sarvary

2017

view more

Predicting Mobile Advertising Response Using Consumer Co-Location Networks Journal of Marketing

Peter Zubcsek, Zsolt Katona, and Miklos Sarvary

2017

view more

Competing for Attention in Social Communication Markets Management Science

Ganesh Iyer and Zsolt Katona

2016

view more

Democracy in Product Design: Consumer Participation and Differentiation Strategies Quantitative Marketing and Economics

Zsolt Katona

2015

view more

Information Communities: The Network Structure of Communication Social Networks

Peter Zubcsek, Imran Chowdhury and Zsolt Katona

2014

view more

Maersk Line: B2B Social Media - ‘It’s Communication, Not Marketing'' California Management Review

Zsolt Katona and Miklos Sarvary

2014

view more

The Role of Search Engine Optimization in Search Rankings Marketing Science

Ron Berman and Zsolt Katona

2013

view more

Media, Aggregators and the Link Economy: Strategic Hyperlink Formation in Content Networks Management Science

Chrysanthos Dellarocas, Zsolt Katona and William Rand

2013

view more

Contextual Advertising Marketing Science

Kaifu Zhang and Zsolt Katona

2012

view more

Most Probably Intersecting Families of Subsets Combinatorics, Probability and Computing

Gyula O.H. Katona, Gyula Y. Katona, and Zsolt Katona

2012

view more

Network Formation and the Structure of the Commercial World Wide Web,” with Miklos Sarvary Marketing Science

Zsolt Katona and Miklos Sarvary

2008

view more

A New Class of Scale-Free Graphs Statistics and Probability Letters

Zsolt Katona and Tamas Mori

2005

view more

Levels of a Scale-Free Tree Random Structures and Algorithms

Zsolt Katona

2006

view more

The Width of a Scale-Free Tree Journal of Applied Probability

Zsolt Katona

2005

view more

Teaching (1)

Business to Business Marketing

MBA 267