Jie(Doreen) Shen |

Data Scientist

• Work with large and complex user data sets to offer actional solutions to business problems using different analytical and statistical approaches.

Marketing & Consumer Behavior Researcher

• Applied leading-edge behavioral science insights (e.g., nudges) to improve the effectiveness of the bilateral rating system in two-sided markets (users’ platform evaluations ↑17%).
• Orchestrated over 25 surveys and experiments with more than 10,000 users to understand their perceptions of the bilateral rating and design positioning campaigns and providers selection strategies for two-sided platforms.

• Client: Publicis Groupe and University of Illinois Admissions Office
• Took a mixed-method approach to tackle the issues that occurred when consumers interact with cutting-edge technologies such as virtual reality (VR).
• Conducted interviews (N = 17) to understand consumers’ perceptions of VR and AR technologies, and administered usability tests to collect consumers’ feedback to the featured VR campus tour experience, which in turn, improved the interface design and overall quality of the VR content.
• To further investigate the role of VR devices in ‘telepresence’ experience, conducted a lab experiment (N = 79) where each user experienced VR using various devices (e.g., Oculus Rift, Google Cardboard) and drew important causal inferences such as the association between telepresence and brand recall.

Quantitative User Experience Researcher Intern

• Identified key user-level and business-level dimensions through literature review, log data analysis and survey research to inform the design for different user segments on the current business products.
• Collaborated with cross-functional team members and delivered digestible and actionable research insights to the team for implementation.
• Recognized both short-term and long-term jobs to be done for the subject matter and offered clear plans for future research.

Social Media Marketing Intern

• Promoted several official social media accounts, managed daily push messages to 100,000 readers and interactions with readers.
• Organized various offline sports activities (e.g., Crossfit, marathon) in Hangzhou and recruited athletes for collaboration and enhanced user engagement.
• Wrote and reported news articles about sports activities and events to be published in the most popular local newspaper in the city.

Digital Marketing Summer Intern

• Tracked and analyzed daily O2O activities data such as franchise sales in department store counters and conducted time-series analyses to formulate reports and presentations.
• Designed and administered consumer questionnaires for new product design and promotions.
• Translated voice-over skincare research videos and selected key medical benefits for marketing campaigns.
• Interfaced with outside agencies regarding design and delivery for Effaclar Kits.

Advertising Account Executive Intern

• Assisted senior planning managers with vendor sourcing and setting up agent contacts database.
• Updated work scheduling and compiled reports on work completion per campaign.
• Created collaboration relationships with vendors to obtain optimal pricing and long-term collaboration.
• Helped to collect consumer insights through surveys and interviews and incorporated into digital advertising campaigns.

University of Illinois at Urbana-Champaign

GPA: 3.95

University of Illinois at Urbana-Champaign

GPA: 4.00

University of Illinois at Urbana-Champaign

GPA: 3.94 (Kappa Tau Alpha Honor Graduate)

Dissertation Research: Reverse Rating in the Sharing Economy

• Across a series of lab and online experiments as well as secondary review dataset, this research shows that consumers who favor reverse ratings (i.e., consumers being rated by providers) mainly find it corresponding to community logics rather than the market logics. Empirical evidence further corroborates that platforms employing a community-like (vs. marketplace-like) positioning strategy that is guided by the community logics (vs. market logics) benefit more from adopting reverse ratings. Moreover, consumers also find it more acceptable to be rated by individual providers with a relational orientation (vs. a transactional orientation).

Transacting with Strangers in a Digital World (pdf)

• This research takes a prospective look at how the digital revolution alters the degree to which humans transact with strangers. We specifically focus on the recent emergence of the sharing economy. We conclude that, despite its promise of bridging divides between friends and strangers, our new digital world is still replete with transactions with strangers, and may be more similar to our old world than commonly recognized. Thus, transacting with strangers appears to be endemic to not just our past but also our future. We discuss the implications of transacting with strangers in a digital world for the future of macromarketing thought.

Impact of Short-Term Rental Policy (STRP) on Vacation Rental Platform

• This research examines the impact of short-term rental city policy on various Airbnb listing metrics in several U.S. cities. This policy regulates the short-term rental market where the Airbnb is the dominant player. According to this policy that was effective in different time periods for different cities, property owners can only rent out their primary residence and must register with the city, pay hotel taxes, and keep records for city inspection. The data was collected from InsideAirbnb.com and was analyzed using the staggered difference in differences (DID) and the synthetic control method.

Using Virtual Reality to Promote University Brands(pdf)

• This research takes a mixed-method approach to tackle the issues that occurred when consumers interact with cutting-edge technologies such as virtual reality (VR). We conducted interviews (N = 17) to understand consumers’ perceptions of VR and AR technologies, and administered usability tests to collect consumers’ feedback to the featured VR campus tour experience, which in turn, improved the interface design and overall quality of the VR content. To further investigate the role of VR devices in ‘telepresence’ experience, conducted a lab experiment (N = 79) where each user experienced VR using various devices (e.g., Oculus Rift, Google Cardboard) and drew important causal inferences such as the association between telepresence and brand recall.