Email: [email protected]
Address: 632 Bogue St Rm N465
East Lansing MI 48824 United States
Phone: +1 (626) 560-7232
Website: http://broad.msu.edu/profile/wangmi18
<aside> <img src="/icons/bookmark_gray.svg" alt="/icons/bookmark_gray.svg" width="40px" /> I am a first-year Ph.D. student starting in Fall 2024 in the Department of Marketing at the Broad College of Business, Michigan State University.
RESEARCH INTEREST
Marketing decisions, digital marketing, business analytics, customer satisfaction, customer experience, pricing and promotion, decision analysis, and forecasting.
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<aside> <img src="/icons/graduate_gray.svg" alt="/icons/graduate_gray.svg" width="40px" />
Doctor of Philosophy (Ph.D.) in Marketing
Eli Broad College of Business, Michigan State University, East Lansing, MI
August 2024– Expected August 2029
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<aside> <img src="/icons/graduate_gray.svg" alt="/icons/graduate_gray.svg" width="40px" /> Master of Science (M.S.) in Management Business Analytics and Intelligence
Weatherhead School of Management (WSOM), Case Western Reserve University, Cleveland, OH
August 2021 – May 2023
<aside> <img src="/icons/graduate_gray.svg" alt="/icons/graduate_gray.svg" width="40px" /> Master of Science (M.S.) in Marketing Research
Eli Broad College of Business, Michigan State University, East Lansing, MI
August 2020 – August 2021
<aside> <img src="/icons/graduate_gray.svg" alt="/icons/graduate_gray.svg" width="40px" /> Bachelor of Arts (B.A.) in Psychology
College of Social Science, Michigan State University, East Lansing, MI
May 2018 – August 2019
<aside> <img src="/icons/graduate_gray.svg" alt="/icons/graduate_gray.svg" width="40px" /> Bachelor of Arts (B.A.) in Supply Chain Management
Eli Broad College of Business, Michigan State University, East Lansing, MI
August 2013 – May 2018
Modeling the Impact of Promotion Strategies on Sales Performance: The Case of JD.com
April 2022 - December 2022
- Data Extraction and Management: Extracted intensive data around product information, promotion records, sales performance, customer characteristics and behaviors from JD.com, a popular e-commerce platform in China. Cleaned the data and built a large dataset.
- Exploratory Data Analysis: Examined the potential associations among promotion events, product type, customer characteristics, and sales performance.
- Predictive Model: Fitted various predictive models (e.g., linear regression, random forest, gradient boosted, etc.) to the training data and compared their performance using the test data. Built a predictive model which may help the platform to select the appropriate promotion strategies to maximize sales performance.
Evaluating the Effectiveness of Market Spending on Different Media Channels
April 2022 - December 2022
- Data Extraction: Extracted data from a secondary dataset on the history of company performance and market spending of an auto sales website.
- Data Analysis: Conducted measurement analysis to select appropriate indicators of market spending on different media channels, including video, audio, newspapers, print & digital publications, out-of-home, and social media. Evaluating the relative importance of market spending on different media channels for predicting revenue and website visit counts.
Understanding College Students’ Rental Preferences to Enhance the Business Model of a Leasing Broker Company
May 2020 - August 2020
- Qualitative Interview and Analysis: Designed an interview guide and conducted semi-structured in-depth interviews to survey 12 college students’ rental preferences. Analyzed the interview transcript using thematic and content analysis.
- Quantitative Measurement Development: Developed a Likert-scale questionnaire based on the qualitative interview. Collected data from 50 participants and tested the measurement properties through reliability and validity analysis. Refined the questionnaire based on the results.
- Quantitative Data Collection and Analysis: surveyed 421 college students about their rental preferences and actual rental choices. Explored the underlying driving factors of rental preferences through factor analysis. Identified the significant apartment characteristics that could predict actual rental choices through linear regression. Compared the rental preferences between domestic and international students through t-test and multi group analysis.
- Business Implication: Applied the results to analyze the business model of the HooliHome company, a local leasing broker. Wrote a report highlighting key findings of the project and recommendations for the company to enhance their business model. Delivered a presentation to the company executives.
Brand Repositioning Strategies for a Grocery Store Chain
August 2019 - December 2019
- Conducted a comprehensive analysis of D&W Fresh Market, a local grocery store chain. Developed brand repositioning strategies for it.
- Observational Research: visited the stores and collected data on consumer profile, product placement, service quality, promotional strategies, and consumer needs.
- Customer Experience Interview: designed and conducted in-depth interviews with 13 customers.
- SWOT Analysis: adopted the SWOT framework to analyze the observational data, interview data, and other materials.
- Brand Repositioning Strategies: proposed brand repositioning strategies based on the analysis, with specific recommendations on product structure and placement, service quality, promotional strategies, and customer relationship.
- Unique Value Proposition: redesigned the proposition and slogan for D&W Fresh Market.
- Business Implication: delivered a presentation to the D&W Fresh Market management team.
User Experience Analysis of a Mobile Application
January ****2020 - May 2020
- Employed a mixed-method approach to analyze the user experience of OodlesDeals, a mobile application that provides a social platform for users to connect with their friends.
- Qualitative Interview and Analysis: designed and conducted semi-structured in-depth interviews with 73 participants. Analyzed the data using content analysis.
- Quantitative Survey and Analysis: developed a quantitative questionnaire and surveyed 496 college students about their preferences of the application features of OodlesDeals. Analyzed the data using factor analysis, cluster analysis, and linear regression.
- Business Implication: wrote a report highlighting key findings and improvement recommend
User Experience Analysis of a Mobile Application
January ****2020 - May 2020
- Employed a mixed-method approach to analyze the user experience of OodlesDeals, a mobile application that provides a social platform for users to connect with their friends.
- Qualitative Interview and Analysis: designed and conducted semi-structured in-depth interviews with 73 participants. Analyzed the data using content analysis.
- Quantitative Survey and Analysis: developed a quantitative questionnaire and surveyed 496 college students about their preferences of the application features of OodlesDeals. Analyzed the data using factor analysis, cluster analysis, and linear regression.
- Business Implication: wrote a report highlighting key findings and improvement recommend
Procurement and Distribution Services, Case Western Reserve University, Cleveland, OH
Oct 2023 – April 2024
- Form Design: Revamped multiple supplier information forms, streamlining processes and improving workflow efficiency for the University.
- Customer Service Project: Managed customer service projects and implemented process improvements to enhance customer satisfaction and operational efficiency. Work with CPO on minor project tasks. Understand the PDS business flow and its supporting ERP system.
- Team Work: Collaborated with cross-functional teams to develop and implement best practices and standards for customer service quality and compliance.
- Purchase Cards & WEX Fuel Cards Admin: Managed University Purchase cards, department cards, and fuel cards; troubleshot individual accounts; investigated problems; and ensured the accurate monthly closing of the corporate account.
- Data Analysis: Analyzed university purchase history and amount, managed the risk, and monitored the expenses by group and individual. Troubleshooting the spend control profiles and fixed a couple of big group spend profiles