Research

I develop statistical machine learning methods with rigorous guarantees for marketing decision-making and study the real-world effects of AI and digital platform interventions.

The intersection of artificial intelligence, causal inference, and marketing

Job Market Paper

Job Market Paper SSRN

Generative Augmented Inference of LLM-generated Data for Market Research: Theory and Empirical Evidence

Cheng Lu, Mengxin Wang, Dennis J. Zhang, and Heng Zhang

Submitted First Prize, Buchan Prize Paper Competition

Publication

Publication ICML

Generative Augmented Inference

Cheng Lu, Mengxin Wang, Dennis J. Zhang, and Heng Zhang

ICML (2026)

Working Papers

Working Paper SSRN

A New Estimator for Encouragement Design in Randomized Controlled Trials When the Exclusion Restriction Is Violated

Guangying Chen, Cheng Lu, Tat Chan, Zhengling Qi, Dennis J. Zhang, and Industry Collaborators

Minor Revision at Marketing Science Runner-up, 2024 INFORMS IS Cluster Best Paper Award

Working Paper SSRN

Evaluating Reactivation Referral Programs at Scale: Evidence from A Large Social Media Platform

Meng Liu, Cheng Lu, Xiang Hui, and Dennis J. Zhang

Submitted

Work in Progress

AI-Generated Data in Behavioral Experiments: When and How Does It Help

with Robyn LeBoeuf, Raphael Thomadsen, Mengxin Wang, Dennis J. Zhang, and Heng Zhang

Work in Progress

The Role of LLMs in Ads Personalization

with Raphael Thomadsen, Song Yao, and Dennis J. Zhang

Work in Progress

Enhancing the Power of Instrumental Variables with Higher-order Variation

with Guangying Chen, Tat Chan, Zhengling Qi, and Dennis J. Zhang