Dr. Yuying Shi
Lecturer, Spring 2015
Yuying’s research interests focus on marketing analytics and marketing strategy. Her research centers on developing new measurement techniques to quantify firms’ marketing activities. She uses analytics, econometrics and psychometrics to analyze data and to identify important marketing problems. Her current research is the analysis of customer behavior data to understand and forecast customer purchasing activities, and the analysis of firm aggregate sales data to identify long-term marketing effectiveness and to capture the dynamic nature of brand equity.
Yuying’s research has been published in the British Journal of Mathematics and Statistics Psychology and Educational & Psychological Measurement. Her other studies are under review at Management Science and Journal of Retailing. Prior to obtaining her Ph.D., Yuying has worked in various marketing positions at commercial banking industry and fortune 500 firm in China.