Research

Digital twins are funhouse mirrors: Five systematic distortions

with Tianyi Peng, Melanie Brucks, Daniel J. Merlau, Grace Jiarui Fan, Malek Ben Sliman, Eric J. Johnson, Abdullah Althenayyan, Silvia Bellezza, Dante Donati, Hortense Fong, Elizabeth Friedman, Ariana Guevara, Mohamed Hussein, Kinshuk Jerath, Bruce Kogut, Akshit Kumar, Kristen Lane, Hannah Li, Vicki Morwitz, Oded Netzer, Patryk Perkowski, Olivier Toubia

Science Advances (2026)

Twin-2K-500: A dataset for building digital twins of over 2,000 people based on their answers to over 500 questions (Database Article)

with Olivier Toubia, Tianyi Peng, Daniel J. Merlau, Ang Li, Haozhe Chen

Marketing Science (2025)

Combining Observational and Experimental Data to Improve Efficiency Using Imperfect Instruments

Marketing Science (2024)

The Challenge of Using LLMs to Simulate Human Behavior: A Causal Inference Perspective

with Olivier Toubia

Marketing Science, Revise & Resubmit

Leveraging LLMs to Improve Experimental Design: A Generative Stratification Approach

with Seungwoo Kim

Journal of Marketing Research, Revise & Resubmit

Designing Promises with Reference-Dependent Customers: The Case of Online Grocery Delivery Time

with Tilman Drerup

• 2023 ISMS Doctoral Dissertation Award
• 2023 ASA Statistics in Marketing Best Doctoral Dissertation Proposal Finalist
• 2022 Shankar-Spiegel Award for the Best Dissertation Proposal Runner-up

Modeling Story Expectations to Understand Engagement: A Generative Framework Using LLMs

with Hortense Fong

Targeting with Operational Constraints

with Yi-Wen Chen and Eva Ascarza

Draft available upon request

Auction Throttling and Causal Inference of Online Advertising Effects

with Harikesh Nair and Fengshi Niu

The Twenty-Third ACM Conference on Economics and Computation (EC'22)

Finding Exogenous Variation in Data

with Eliot Abrams and Ali Hortaçsu

AAAI Workshops, 2018