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Daria Yudaeva

Daria is a PhD candidate and Research Associate affiliated with the Institute for Retailing & Data Science (RDS) at the Vienna University of Economics and Business (WU).

She obtained her Bachelor's degree in Management at the Higher School of Economics (RU). Following this, Daria garnered valuable industry experience in media planning with Mindshare (GroupM). Recognizing her passion for academic pursuits, she started a Master's degree in Marketing at WU. During her studies, Daria joined RDS as a Teaching and Research Assistant. Upon successfully graduating in August 2023, she seamlessly transitioned into her current role as a PhD student.

Daria's research pursuits are centered around data-driven marketing and brand management. Her primary focus lies in entertainment media, with an emphasis on music and video Streaming-on-Demand. Additionally, she extends her expertise into the area of retailing, exploring diverse topics such as rebranding, pricing strategies, and consumer behavior analysis.