{"id":5625,"date":"2024-02-28T19:38:36","date_gmt":"2024-02-28T19:38:36","guid":{"rendered":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/?page_id=5625"},"modified":"2024-02-28T19:38:37","modified_gmt":"2024-02-28T19:38:37","slug":"wei-zhang","status":"publish","type":"page","link":"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/speakers\/wei-zhang\/","title":{"rendered":"Wei Zhang"},"content":{"rendered":"<!--themify_builder_content-->\n<div id=\"themify_builder_content-5625\" data-postid=\"5625\" class=\"themify_builder_content themify_builder_content-5625 themify_builder tf_clear\">\n                    <div  data-lazy=\"1\" class=\"module_row themify_builder_row dropPadding-bottom tb_0l52602 tb_first tf_w\">\n                        <div class=\"row_inner col_align_top tb_col_count_2 tf_box tf_rel\">\n                        <div  data-lazy=\"1\" class=\"module_column tb-column col4-1 tb_0ygc603 first\">\n                    <!-- module image -->\n<div  class=\"module module-image tb_esex603 image-top   tf_mw\" data-lazy=\"1\">\n        <div class=\"image-wrap tf_rel tf_mw\">\n            <img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/files\/2024\/02\/Wei_Zhang.jpg\" class=\"wp-post-image wp-image-5313\" title=\"Wei Zhang\" alt=\"Wei Zhang\" srcset=\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/files\/2024\/02\/Wei_Zhang.jpg 300w, https:\/\/meetings.informs.org\/wordpress\/analytics2024\/files\/2024\/02\/Wei_Zhang-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>    \n        <\/div>\n    <!-- \/image-wrap -->\n    \n        <div class=\"image-content\">\n                    <h3 class=\"image-title\">\n                                    Wei Zhang                            <\/h3>\n                    <\/div>\n    <!-- \/image-content -->\n        <\/div>\n<!-- \/module image -->        <\/div>\n                    <div  data-lazy=\"1\" class=\"module_column tb-column col4-3 tb_g2w3604 last\">\n                    <!-- module text -->\n<div  class=\"module module-text tb_t7c7604   \" data-lazy=\"1\">\n        <div  class=\"tb_text_wrap\">\n        <h1>Wei Zhang<\/h1>\n<h5>Associate Professor at Iowa State University<\/h5>    <\/div>\n<\/div>\n<!-- \/module text --><!-- module accordion -->\n<div  class=\"module module-accordion tb_2plz358 \" data-behavior=\"toggle\" data-lazy=\"1\">\n    \n    <ul class=\"ui module-accordion  glossy tb_default_color\">\n            <li>\n            <div class=\"accordion-title tf_rel\">\n                <a href=\"#acc-2plz358-0\" class=\"tb_title_accordion\" aria-controls=\"acc-2plz358-0-content\" aria-expanded=\"false\">\n                    <i class=\"accordion-icon\"><svg  class=\"tf_fa tf-ti-plus\" aria-hidden=\"true\"><use href=\"#tf-ti-plus\"><\/use><\/svg><\/i>                    <i class=\"accordion-active-icon tf_hide\"><svg  class=\"tf_fa tf-ti-minus\" aria-hidden=\"true\"><use href=\"#tf-ti-minus\"><\/use><\/svg><\/i>                    <span class=\"accordion-title-wrap\">Bio<\/span>                <\/a>\n            <\/div><!-- .accordion-title -->\n            <div id=\"acc-2plz358-0-content\" data-id=\"acc-2plz358-0\" aria-hidden=\"true\" class=\"accordion-content tf_hide tf_clearfix\">\n                                    <div class=\"tb_text_wrap\">\n                        <p>Wei Zhang is Kingland Faculty Fellow in Business Analytics and Associate Professor of Marketing at the Debbie and Jerry Ivy College of Business, Iowa State University. He has been teaching undergraduate and graduate level marketing analytics courses since 2014. Prior to joining Iowa State University, he spent almost a decade working in the industry. After obtaining his Ph.D. from Carnegie Mellon University, he started his career at McKinsey and Company as a management consultant. Subsequently, he had held various managerial positions in pharmaceutical companies such as Amgen, Bristol-Myers Squibb and Altus Pharmaceuticals before ultimately becoming the co-founder and COO of Effigene Pharmaceuticals, an Atlanta-based company. His research has appeared in Journal of Marketing Research, Marketing Science, Management Science, Journal of Consumer Research and Nature Communications.<\/p>                    <\/div>\n                            <\/div><!-- .accordion-content -->\n        <\/li>\n        <\/ul>\n\n<\/div><!-- \/module accordion -->        <\/div>\n                        <\/div>\n        <\/div>\n                        <div  data-css_id=\"u6fe602\" data-lazy=\"1\" class=\"module_row themify_builder_row fullwidth_row_container tb_u6fe602 tf_w\">\n                        <div class=\"row_inner col_align_top tb_col_count_1 tf_box tf_rel\">\n                        <div  data-lazy=\"1\" class=\"module_column tb-column col-full tb_84q1605 first\">\n                    <!-- module text -->\n<div  class=\"module module-text tb_k572608 track  \" data-lazy=\"1\">\n        <div  class=\"tb_text_wrap\">\n        <h6>Track: Predictive Analytics<\/h6>    <\/div>\n<\/div>\n<!-- \/module text --><!-- module text -->\n<div  class=\"module module-text tb_xwmz608   \" data-lazy=\"1\">\n        <div  class=\"tb_text_wrap\">\n        <h2>Incorporating Artificial Intelligence into Marketing: Whether, When, What and How<\/h2>\n<p>Artificial intelligence (AI) has played a more and more important role in our daily life. The advent of ChatGPT has not only accelerated that trend, but also completely transformed how AI impact our professional and personal life. Understandably, marketers are fervently focusing on how to incorporate AI tools into marketing operations.<\/p>\n<p>The objective of this presentation is to provide marketing leaders with a framework that can help them decide on how to incorporate AI into marketing operations. We classify all marketing activities into three categories: (1) understanding customers; (2) ranking customers; (3) interacting with customers. The decision of whether and how to incorporate AI into a marketing activity is driven by the combination of which category it belongs to, what are the key business questions, and what are the benefits of AI tools. We provide real-world case studies to illustrate the importance of the framework.\u00a0<\/p>    <\/div>\n<\/div>\n<!-- \/module text -->        <\/div>\n                        <\/div>\n        <\/div>\n        <\/div>\n<!--\/themify_builder_content-->","protected":false},"excerpt":{"rendered":"<p>Wei Zhang Associate Professor at Iowa State University<\/p>\n","protected":false},"author":1001140,"featured_media":0,"parent":712,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"class_list":["post-5625","page","type-page","status-publish","hentry","has-post-title","has-post-date","has-post-category","has-post-tag","has-post-comment","has-post-author",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.0 (Yoast SEO v26.0) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Wei Zhang - 2024 INFORMS Analytics Conference<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/speakers\/wei-zhang\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Wei Zhang\" \/>\n<meta property=\"og:description\" content=\"Wei Zhang Associate Professor at Iowa State University\" \/>\n<meta property=\"og:url\" content=\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/speakers\/wei-zhang\/\" \/>\n<meta property=\"og:site_name\" content=\"2024 INFORMS Analytics Conference\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/INFORMSpage\/\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-28T19:38:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/files\/2023\/11\/analytics-2024-logo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"414\" \/>\n\t<meta property=\"og:image:height\" content=\"414\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@2023_Analytics\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/speakers\/wei-zhang\/\",\"url\":\"https:\/\/meetings.informs.org\/wordpress\/analytics2024\/speakers\/wei-zhang\/\",\"name\":\"Wei Zhang - 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He has been teaching undergraduate and graduate level marketing analytics courses since 2014. Prior to joining Iowa State University, he spent almost a decade working in the industry. After obtaining his Ph.D. from Carnegie Mellon University, he started his career at McKinsey and Company as a management consultant. Subsequently, he had held various managerial positions in pharmaceutical companies such as Amgen, Bristol-Myers Squibb and Altus Pharmaceuticals before ultimately becoming the co-founder and COO of Effigene Pharmaceuticals, an Atlanta-based company. His research has appeared in Journal of Marketing Research, Marketing Science, Management Science, Journal of Consumer Research and Nature Communications.<\/p><\/li><\/ul>\n<h6>Track: Predictive Analytics<\/h6>\n<h2>Incorporating Artificial Intelligence into Marketing: Whether, When, What and How<\/h2> <p>Artificial intelligence (AI) has played a more and more important role in our daily life. The advent of ChatGPT has not only accelerated that trend, but also completely transformed how AI impact our professional and personal life. Understandably, marketers are fervently focusing on how to incorporate AI tools into marketing operations.<\/p> <p>The objective of this presentation is to provide marketing leaders with a framework that can help them decide on how to incorporate AI into marketing operations. We classify all marketing activities into three categories: (1) understanding customers; (2) ranking customers; (3) interacting with customers. The decision of whether and how to incorporate AI into a marketing activity is driven by the combination of which category it belongs to, what are the key business questions, and what are the benefits of AI tools. 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