I drive data through theory and knowledge. I am passionate about marketing research methodologies. My background includes experience in statistical methods, psychometrics, psychology, data mining, and digital marketing. I solve business problems through developing methodological solutions based on a deep understanding of core issues. As a director of Advanced Methods and Research at Merkle, I lead marketing researchers and data scientists to deliver results through methods not commonly used in marketing research. My research responsibilities:
• Understand consumers’ decision making process
• Measure consumers’ motivation and value system through advanced psychometric models
• Develop the enterprise segmentation solution, based on consumer’s decision process
• Build and deploy targetable predictive models with data mining and machine learning methods
• Develop a dynamic market simulator with Bayesian network
• Establish analytic best practice to maximize the efficiency of team
• Supervise and mentor junior researchers.
I have worked with Fortune 500 corporations in insurance, banking and retail industries,public sector, and Universities. I am a proficient programmer in various statistical and programming languages including: SAS, R, SQL, Mplus, Bayesia Lab, WinBugs, KNIME, and IRT specialized program.
Key experience includes:
• Psychometric analysis of survey and test instruments to establish reliability and validity
• Psychometrically sound survey and instrument design and development
• Health outcome research, focusing on translating complex modeling results into practice
• Proposal/business development
• Presentation and publications
I am actively involved in health outcome research as an affiliated scholar at Collaborative for Research on Outcomes and Metrics (CROM: https://blogs.commons.georgetown.edu/crom/), and consistently contribute to scientific advancement through publications and presentations.