Unnati Narang is an Assistant Professor in the Department of Business Administration (Marketing) at the Gies College of Business, University of Illinois at Urbana-Champaign. Her research interests lie broadly in mobile and location marketing, online platforms and privacy. Specifically, she studies how users’ interactions with technologies (e.g., mobile apps) shape and influence their behaviors in the offline world (e.g., retail stores). She also investigates how context informs choice (e.g., the role of driving patterns in predicting retail store choice). Unnati uses a diverse set of methods, including causal modeling, applied econometrics and machine learning. Her research has been published in Marketing Science, the Journal of the Academy of Marketing Science, and the Review of Marketing Research. She was awarded the 2019 Mathew Joseph Emerging Scholar Award, the 2019 PDMA Emerging Scholar Award, the 2019 Mays Business School Outstanding Doctoral Student Award for Research, and the 2018 Shankar-Spiegel Best Dissertation Proposal Award. She received her PhD in Marketing from Mays Business School, Texas A&M University in May 2020.