I am the Kilts Family Professor of Marketing at the University of Chicago Booth School of Business.

My work aims to assist firms in making complex, data-driven business decisions and to understand how such decisions and competition shape market outcomes.

I focus on key areas such as pricing, customer loyalty, customer relationship management (CRM), and advertising. My research draws on economics, statistics (including machine learning), causal inference, and dynamic optimization.

My primary goal is to provide generalizable insights free from publication bias or cherry-picking. This approach aims to inform the beliefs of firms and policy-makers and to provide a useful baseline for decision-making.