PhD Candidate in Marketing · University of Maryland
Lin
Lei
Marketing Knowledge Systems & AI-Augmented Decision Making & Organizational Memory & Causal Inference & Analytical Modeling
Welcome! I am a PhD candidate in Marketing at the University of Maryland, advised by Prof. P.K. Kannan and Prof. Michael Trusov. I am on the 2026-2027 academic job market.
I'm an empirical modeler on marketing analytics problems with a strategy focus. My research investigates how firms acquire, validate, and act on market knowledge, and how AI is augmenting marketing analysts. My dissertation, Leveraging Large Language Models in Marketing Analytics, examines how LLMs can support marketing decisions and research through three essays. The first studies how firms can use organizational knowledge to improve AI-assisted forecasting. The second examines how human oversight helps AI agents maintain and improve forecasting systems. The third uses LLMs to analyze firms’ product claims and consumer reviews, and studies how the review helpfulness differs depending on whether the firm had made a claim about the attribute being discussed. I also study pricing and distribution strategy, as well as online review dynamics.
