LI Yang

Phone: +86 10 8518 8858 ext. 3811
E-mail: yangli@ckgsb.edu.cn

Associate Professor of Marketing, Executive Academic Director for MBA Program, Executive Academic Director for Executive Education Programs and Executive Academic Director of Executive MBA Program, Cheung Kong Graduate School of Business (CKGSB)

PhD, Columbia Business School

Areas of Expertise: Machine Learning, Bayesian Nonparametrics, Big Data, Choice Modeling, Text Mining, Recommender Systems

Biography

Dr Yang Li is Associate Professor of Marketing at Cheung Kong Graduate School of Business (CKGSB). He received a Ph.D. in Marketing from Columbia University, a M.S. in Biomedical Engineering from Columbia University, and a B.S. in Electronics from Peking University. His research focuses on statistical machine learning and Bayesian nonparametrics, with applications including online recommenders, text mining, choice modeling, etc. Professor Li has published on leading academic journals such as Management Science, Marketing Science, Journal of Marketing Research, and Journal of Consumer Research. At CKGSB, Dr. Li teaches marketing management to DBA, EMBA, MBA, and Executive Education. He has also consulted for Tencent, Baidu, The Trade Desk (China), Haier and Tmall.

Download CV

• Hongfang Culture: IP Management of Management Consulting Model, 2018
• Haier: User-driven Internet-based Transformation, 2016

Selected Publications

• “Does Price Elasticity Vary with Economic Growth? A Cross-Category Analysis” with Brett Gordon and Avi Goldfarb, Journal of Marketing Research, 2013, 50(1), 4-23. (Lead Article).
  (SAS and Stata codes available upon request)
• “A Bayesian Semiparametric Approach for Endogeneity and Heterogeneity in Consumer Choice Models” with Asim Ansari, Management Science, 2014, 60(5), 1161-1179.
  (C code available upon request)
• “An Empirical Study of National vs. Local Pricing by Chain Stores under Competition” with Brett Gordon and Oded Netzer, Marketing Science, 2018, 37(5), 812-837.
  (Matlab code available upon request)
• “Big Data Analytics,” in Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support, Eds. Natalie Mizik and Dominique M. Hanssens, Edward Elgar Publishing, 2018
• “Probabilistic Topic Model for Hybrid Recommender Systems: A Stochastic Variational Bayesian Approach” with Asim Ansari and Jonathan Z. Zhang, Marketing Science, 2018, 37(6), 987-1008.
  (Mathematica code available upon request)
• “Modeling Dynamic Heterogeneity using Gaussian Processes” with Ryan Dew and Asim Ansari, Journal of Marketing Research, 2020, 57(1), 55-77.
  —— Finalist, 2021 Paul E. Green Best Paper Award
  (Stan codes available upon request)
• “How to Structure Customer Service Calls to Boost Satisfaction and Sales“ with Grant Packard and Jonah Berger, Harvard Business Review, July 2024.
• “When Language Matters” with Grant Packard and Jonah Berger, Journal of Consumer Research, 2024, 51 (3), 634-653 https://doi.org/10.1093/jcr/ucad080.
  (R code available upon request)
• “Contextual Set-Based Music Recommendations using Interlocked Hypergraph Convolutional Neural Networks“ with Khaled Boughanmi and Asim Ansari, 2022, under review
• “Fair Bandits” with Bob Rombach and Gui Liberali, 2022.
• “Dynamic Triggering Effects for Online Contents: A Bayesian Nonparametric Approach” with Jinnan Huang and Jiapeng Liu, 2022.
• “Modeling Category Captain Management with Dynamics and Demand Uncertainty” with Oded Koenigsberg.

Working Papers

• “A Generative Model of Consumer Collections,” Khaled Boughanmi, Asim Ansari and Yang Li, 2024, under review
• “Ethical Bandits,” Bob Rombach, Yang Li and Gui Liberali, 2024
• “A Graph Model of NFT Networks,” Yang Li, Khaled Boughanmi and Michelle Lu, 2024
• “Dynamic Triggering Effects for Online Contents: A Bayesian Nonparametric Approach,” Yang Li, Jinnan Huang and Jiapeng Liu, 2024
• “Stochastic Variational Bayesian Inference for Big Data Marketing Models,” Yang Li and Asim Ansari, 2019