She develops methods to inform core marketing decisions such as designing new products and planning advertising campaigns. She’s focused on how marketers can use randomized experime...
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She develops methods to inform core marketing decisions such as designing new products and planning advertising campaigns. She’s focused on how marketers can use randomized experiments to measure advertising incrementality. She's also published research on conjoint analysis and data fusion. Methodologically, she is Bayesian with expertise in MCMC sampling, hierarchical models, missing data and decision theory.