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Qianqian Zhang
Qianqian Zhang

Qianqian Zhang

Director of Marketing Decision Science
Walmart Inc
Bio

Qianqian Zhang, Director of Marketing Decision Science, Walmart Inc

Qianqian is a seasoned marketing analytics leader with nearly 20 years of experience leading both data science and data engineering organizations within large-scale eCommerce companies. She has built and scaled high-performing, cross-functional teams and partnered closely with executive leadership to shape experimentation, measurement, and data platform strategies that guide billions of dollars in marketing investment. Q is known for translating complex data and technology capabilities into clear business direction, enabling organizations to make confident, data-informed decisions and embed experimentation into everyday leadership practices.


Scientific Evaluation on Marketing Effectiveness

This presentation provides an end-to-end overview of marketing experimentation and why it is critical in today’s fast-changing, analytics- and AI-driven marketing landscape. Drawing on real-world leadership experience shared across internal summits and industry forums, the session covers industry best practices for designing rigorous experiments, including defining clear hypotheses, selecting appropriate methodologies, and measuring true incremental impact. It addresses common pitfalls such as biased test design, misinterpretation of results, over-reliance on short-term metrics, and challenges in scaling learnings, along with practical ways to mitigate them. Through methodology walkthroughs and real-world use case deep dives, the presentation demonstrates how experimentation can be applied both at a granular campaign level to optimize execution and at a macro level to inform CMO-level investment and marketing mix decisions. The goal is to show how disciplined experimentation enables better decisions, reduces risk, and builds a sustainable culture of continuous learning.

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