Joel Bararajas

Research Scientist
Sunnyvale, California

I have a strong analytical background in Statistics, Data Science, Causal Inference and Randomized Experiments. I have close to 15 years of experience working in multi-disciplinary research groups across industry and government agencies in different domains (Online Advertising, Marketing, Mobile Advertising, Hard Drive Analytics, Healthcare, and Medical Imaging). I have been the leading researcher in multiple projects in academia and industry. I have experience in Mobile Advertising evaluation, Online Advertising Attribution, Ad Targeting, Causal Inference, Text Mining, Cold-Start Prediction, Time Series Mining, and Anomaly Detection. My industry experience includes working with production data in multiple distributed platforms. I have actively collaborated with production teams to integrate research solutions into the final product.

My published work has appeared in top outlets such as INFORMS Marketing Science Journal, ACM CIKM, ACM WWW, SIAM SDM, among others. My work in the industry has led to patents (IP creation), executive decision-making recommendations, and significant advertising product improvements. I have a proved record of impact on long-term KPIs with high business value and visibility in the companies I have worked.

My research interests are:

  • Advertising Science
  • Experimentation
  • Ad Effectiveness and Incrementality
  • Marketing Effectiveness
  • Targeting based on heterogeneous effects (uplift modeling)
  • Casual Inference

I have nine years of experience in online advertising research and science, with a view from the three players in the advertising marketplace (advertiser, publisher, and ad networks), and in their product experimentation. Happy to chat about any of these topics!  


Advertising Science, Content Understanding, Data Science, Metrics and User Engagement, User Modeling and Personalization