- When God shuts a door, he opens a window.

Welcome to my website!
I am currently an advertising researcher at Facebook. My role is to provide marketers best practices of planning out their advertising campaigns on Facebook ad products, based on meta-data analysis, econometric modeling and design of experiments. My main responsibility include:

  • Create research learning and agendas that drive tactical and strategic product decisions;
  • Conduct research using various methods including experiments, attribution and econometric modeling;
  • Analyse large-scale user data to study ad campaign effectiveness (SQL, R, Stata);
  • Work cross-functionally with product analytics, engineering, business and product marketing teams;
  • Socialize/evangelize research findings internally and externally at industry conferences and workshops;
  • Present & share the Marketing Science measurement narratives in client and advertising agency meetings.

Prior to my industry position at Facebook, I was a research associate at the economics department of UC Santa Cruz and a senior research fellow at the Planck Institute for Tax Law and Public Finance in Munich, Germany. I received my B.A. degree in Finance at Zhejiang University (P.R. China), and later M.S. and Ph.D degrees in Economics at Tilburg University (the Netherlands). I use theory (both standard and behavioral), as well as the design of experiments, and econometric analysis to study topics in public economics (e.g., tax compliance and public goods provision), behavioral economics (social preferences and cooperation) and group decision making.
Research interest
Online Experimentation, Advertising Effectiveness Measurement, Casual Modeling; Behavioral Economics 

Other sites
- My Google citation page can be found here;
- My Linkedin page can be found here;
- My RePEc page can be found here;
- My SSRN page can be found here;
- Media coverage of my research can be found here;
- My random thoughts can be found here.