MSI Analytics Conference Rebroadcast: Livestream Shopping and Dynamic Customer Interactions
This session is a rebroadcast from MSI’s 2023 Analytics Conference.
Nowadays consumers use digital devices wherever they go, so marketers can engage consumers with frequent and dynamic marketing interventions. Xiao Liu will present a dynamic personalized pricing strategy (or dynamic coupon targeting strategy) based on a state-of-the-art artificial intelligence algorithm, deep reinforcement learning, which also empowers AlphaGo. A large-scale field experiment conducted in collaboration with the world’s largest live-stream shopping platform demonstrates that the proposed dynamic personalized pricing strategy outperforms all the benchmarks.
New York University
Xiao Liu joined New York University Stern School of Business as an Assistant Professor of Marketing in July 2015. Professor Liu’s research focuses on quantitative marketing and empirical industrial organization, with a particular interest in consumer financial service innovations and high-tech marketing. In a recent paper, she looked at how to create new pricing and product design strategies to overhaul the overdraft fees. Her current methodological approach applies parallel computing techniques to data on a large scale and multimedia tools to unstructured data. Professor Liu is the recipient of the 2014 Marketing Science Institute (MSI) Alden G. Clayton Doctoral Dissertation Proposal Competition Award and the 2014 INFORMS Society for Marketing Science (ISMS) Doctoral Dissertation Proposal Competition Award. She received her B.S. in Finance from Tsinghua University and her Ph.D. in Marketing from Carnegie Mellon University Tepper School of Business.