PhD Candidate in Marketing (2014, expected)

Robert H. Smith School of Business
3330N Van Munching Hall
University of Maryland
College Park, MD 20742
Phone: (301) 275-5824



Alice holds an undergraduate degree as a distinguished graduate from Renmin University of China and a master degree from the University of Illinois-Urbana Champaign. She was awarded the Best Paper at the Haring Symposium and the Marvin A. Jolson Outstanding Marketing Doctoral Student Award in 2013.

Her research interests include attribution models, marketing resource allocation strategies, multichannel marketing, customer relationship management, social media, and E-commerce. She has worked with Marriott International and Adobe Systems to develop statistical models in the context of attribution models and multichannel marketing. Her research on attribution models was funded by MSI Research Grant and featured in MSI Report and Insights from MSI.


  • Li, Hongshuang(Alice) and P.K. Kannan, “Attribution Modeling: Understanding the Influence of Channels in the Online Purchase Funnel”, MSI Report, No. 12-115.        

    • Featured in Insights from MSI (Issue 1, 2013).


  • Li, Hongshuang(Alice) and P.K. Kannan, “Attributing Conversions in Multichannel Online Marketing Environment: An Empirical Model and a Field Experiment,” conditionally accepted at Journal of Marketing Research.


  • Optimal Design of Content Samples for Digital Products and Services (with Sanjay Jain and P.K. Kannan), Manuscript in preparation for submission to Marketing Science.

  • Bayesian Inference of a Cognitive Process Model of Visual Search (with Michel Wedel, Eliot Siegel, Elizabeth Krupinski and Jin Yan), Manuscript in preparation for submission to Radiology.

  • Understanding the Impact of Attribution Metrics on the Realized Effectiveness of Keywords in Paid Search Advertising (with Siva Viswanathan and P.K. Kannan), Data analysis stage.

  • Advertising Frontiers in the Digital Age: Micro-targeting in Mass Marketing (with Michael Trusov and P.K. Kannan), Data analysis stage.

  • Modeling Online Word-of-Mouth: Are Consumers Good Shoppers or Nice Reviewers? (with David Godes), Model formulation stage.


  • Attribution Models, Marketing Resource Allocation Strategies

  • Multi-channel Marketing, Customer Relationship Management

  • Social Media, E-Commerce


  • Adobe Systems, San Jose, CA                                                    June - August 2012

    • Developed economic models incorporating both demand and supply sides of the onlin advertising market; developed a validation model to compare the marginal ROI across various attribution models.

  • Marriott International, Bethesda, MD                                  June 2010 - May 2012

    • Provided attribution analysis across multiple online marketing channels to the eCommerce Measurement & Analysis group
  • Dalian Commodity Exchange, Dalian, Liaoning, China       January - July 2007

    • Provided field survey and consulting on issues in market penetration in Northeastern China.


  • Best Paper/Presentation at the Haring Symposium, Kelley School of Business, Indiana University, March, 2013

  • MSI Research Grant Award for proposal titled “Understanding the Path to Conversion in E-Commerce Sites” with P.K. Kannan, December, 2010          

  • Marvin A. Jolson Outstanding Marketing Doctoral Student Award, University of Maryland, May, 2013

  • INFORMS Doctoral Consortium Fellow, 2011- 12

  • Dean’s Research Fellowship, University of Maryland, 2010 - 13

  • Brockson Fellowship, University of Illinois, 2008 – 09

  • Outstanding Student in Beijing City, 2007

  • Special National Scholarship of Excellent Study Performance, 2006

  • Outstanding Student of Renmin University of China, 2004

  • Australian Pure Land Learning College Scholarship, 2003-2005

  • Tsang Hin-chi Excellent Student Scholarship, 2003-2006