BIO

Alice Li is a faculty member at The Ohio State University. Her research specializes in the consumer purchase journey with a focus on marketing effectiveness through marketing mix models and multi-touch attribution. Her recent work addresses challenges stemming from fragmented data, privacy regulations, and predictive analytics, offering actionable solutions to firms navigating the consumer journey. Leveraging Bayesian statistics, econometrics, machine learning, and causal inference, she applies her research across industries like hospitality, software, and banking.

Alice’s work has earned over 3,400 Google Scholar citations and 11,000 SSRN downloads, with publications in Marketing Science, Journal of Marketing Research, and Production and Operations Management, and several awards from MSI, including the Clayton Dissertation Award, MSI Young Scholar, and MSI Scholar.