Shawndra Hill is a Senior Researcher at Microsoft Research NYC. Before joining Microsoft, she was an Assistant Professor in Operations and Information Management at the Wharton School of the University of Pennsylvania, where she is still an Annenberg Public Policy Center Research Fellow, a Wharton Customer Analytics Initiative Senior Fellow, and a core member of the Penn Social Media and Health Innovation Lab. Generally, she researches the value to companies of mining data on consumers, including how consumers interact with each other on social media – for targeted marketing, advertising, health and fraud detection purposes. Her current research focuses on the interactions between TV content and Social Media (www.thesocialtvlab.com). Dr. Hill holds a B.S. in Mathematics from Spelman College, a B.E.E. from the Georgia Institute of Technology and a Ph.D. in Information Systems from NYU's Stern School of Business.