Academic Profile

Yupeng Chen is an Assistant Professor of Marketing at Nanyang Business School. Yupeng obtained his Ph.D. in Marketing from Wharton in 2018, Ph.D. in Operations Research from Columbia University in 2015, and B.S. in Mathematics from Peking University in 2009.
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Asst Prof Chen Yupeng
Assistant Professor, College of Business (Nanyang Business School) - Division of Marketing

Yupeng is primarily interested in developing new machine learning models (multitask learning, sparse learning, deep learning) for preference estimation and choice modeling. Leveraging innovative methodologies to exploit the unique structures of customer data, these models improve the estimation of consumers' preferences and the prediction of their future choices. He is also interested in conducting field experiments to test marketing strategies and understand consumer behavior.
 
  • (1) Enhancing Effectiveness of Referral Programs by Promoting Better Matching: Evidence from Field Experiments,(2) Machine Learning Methods with Applications in Conjoint Estimation and Estimation of Heterogeneous Treatment Effects
 
  • Chen, Yupeng, Raghuram Iyengar, and Garud Iyengar, “Modeling Multimodal Continuous Heterogeneity in Conjoint Analysis – A Sparse Learning Approach”, Marketing Science, Vol. 36, No. 1, January-February 2017, pp. 140-156