Yixing Chen


Welcome! I am an Assistant Professor of Marketing at the Mendoza College of Business and a faculty affiliate of the Eck Institute for Global Health (EIGH) and the Mike and Josie Harper Cancer Research Institute (HCRI) , University of Notre Dame. I got my Ph.D. in Business Administration (Marketing) from the Texas A&M University’s Mays Business School, under the supervision of Hari Sridhar (Texas A&M University) and Vikas Mittal (Rice University).

I study the social impact of marketing interventions, with a goal of measuring and improving the effectiveness of marketing spending for social sector organizations such as health care institutions and school districts. I am also interested in quantifying the return on investment in the context of digital markets such as social media. To study these questions, I use the tools developed in applied econometrics, causal inference, and machine learning. My research has appeared in the Journal of Marketing, Journal of Marketing Research, Journal of Public Policy & Marketing, and Harvard Business Review. I won the Grow the Good in Business Faculty Research Award at the Mendoza College of Business, John A. Howard/AMA Doctoral Dissertation Award (acceptance speech) and Texas A&M Distinguished Dissertation Award and was a finalist for the AMA/Marketing Science Institute/H. Paul Root Award twice (2018 and 2020).

At Notre Dame, I teach Marketing Analytics at the undergraduate and graduate level. During my doctoral studies, I have taught Marketing Analytics to the undergraduate students at Mays, winning the Dean’s Award for Outstanding Teaching.

Ph.D., Texas A&M University, 2020
MBA, University of New Mexico, 2015
BA, Southwestern University of Finance and Economics, 2013

Mendoza College of Business
Eck Institute for Global Health
Mike and Josie Harper Cancer Research Institute