Gui Liberali

Gui Liberali
Last Updated: June 27th, 2014
THE NETHERLANDS – ERASMUS UNIVERSITY
P.O. Box 1738, 3000 DR Rotterdam. H15-03
Citizenships: Italian, Brazilian
+31.6-2271-2881
[email protected]
EDUCATION & RESEARCH POSITIONS
March 2010-present Assistant Professor of Marketing
Erasmus School of Economics, Erasmus University, The Netherlands
2011 – present: Visiting Scholar at the Sloan School of Management,
Massachusetts Institute of Technology – MIT (sponsored by John Hauser
and Glen Urban). This is an unpaid research position.
2010: Post Doctoral Student at the Sloan School of Management,
Massachusetts Institute of Technology – MIT (sponsored by John Hauser
and Glen Urban)
2006-2009: Visiting scholar at the Sloan School of Management,
Massachusetts Institute of Technology – MIT (sponsored by John Hauser
and Glen Urban)
2002-2006: Doctorate in Management/Marketing at Escola de Administração,
Universidade Federal do Rio Grande do Sul, UFRGS, Brazil.
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2005 Visiting Scholar at Sloan School of Management, MIT/Sponsored by
John Hauser
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2004-2005 Visiting student at University of Iowa, Marketing
Department/Sponsored by Thomas Gruca (also Co-Chair/Committee
member)
1989-1994: Bachelor in Computer Science at Instituto de Informática,
Universidade Federal do Rio Grande do Sul, Brazil
HONORS, GRANTS AND AWARDS
• Finalist, 2013 Best Paper Award, IJRM.
• Top Talent Researcher, Erasmus School of Economics, 2013 (awarded in 2014, € 10,000)
• ERIM Research Grant for research on modeling product category formation
• Marie Curie (European Union) Grant for research on optimization models for IPTV (€
185,000)
• ERIM High Performance Researcher since 2012
• 2010 Finalist, John D.C. Little Best Paper Award, Marketing Science/Mgnt. Science.
• 2009 Emerald Group Citation of Excellence, top 50 of 15,000 papers in management
journals.
• Brazilian Government’s CAPES Best PhD Dissertation Award in Management, 2007
RESEARCH INTERESTS
I am interested in developing optimization models (especially multi-armed bandit
models and optimal learning models) and machine learning algorithms to solve
marketing problems.
From a methodological point of view I am interested in multi-armed bandits, machinelearning methods to model and structure textual information (such as product reviews),
dynamic programming, optimal learning and field experiments.
From a substantive point of view I am interested in user-generated content,
recommendation systems, product line decisions, and morphing theory e.g., Website
Morphing, Advertising Morphing.
KEY PUBLICATIONS: 6 P* (including invited commentaries), 1 M*, 1 P
1. Hauser J., Liberali G., Urban G. (Summer 2014) Website Morphing 2.0: Switching
Costs, Partial Exposure, Random Exit, and When to Morph. Management Science.
Available at http://dx.doi.org/10.1287/mnsc.2014.1961
2. Urban G., Liberali G., MacDonald E., Bordley R., Hauser J. (2014) Morphing
Banner Advertising, Marketing Science, 33(1): 27-46.
3. Liberali G., Urban G., Hauser J. (2013) Competitive Information, Trust, Brand
Consideration and Sales: Two Field Experiments. International Journal of Research in
Marketing, 30(2): 101-113.
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Lead article.
Featured at MSI selections (msi.org/articles/one-way-to-build-trust-with-skeptical-consumers).
Finalist for the IJRM best article award.
4. Liberali G. (2011) Product Line Design Optimization. International Journal of
Research in Marketing, 28(1): 28–29.
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Invited commentary.
5. Liberali G., Gruca T., Nique W. (2011) Effects of Sensitization and Habituation in
Durable Goods Markets. European Journal of Operational Research, 212(2): 398-410.
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Winner of CAPES dissertation award (capes.gov.br).
6. Hauser J., Urban G., Liberali G., Braun M. (2009) Website Morphing. Marketing
Science, 28(2), 202-224.
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Lead article.
Finalist for the John D.C. Little Award.
Widely cited in blogs and magazines (such as Technology Review)
89 citation on Google Scholar as of June 2014
Mentioned in two major textbooks in marketing and operations research:
- Kotler, P. and Keller, K. Marketing Management (14th edition, chapter19)
- Gittins, J. Multi-armed Bandit Allocation Indices (2nd edition, chapter 9).
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7. Hauser J., Urban G., Liberali G., Braun M. (2009) Rejoinder--Response to
Comments on Website Morphing. Marketing Science, 28(2): 227-228.
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Response to comments by Hal Varian, Andrew Gelman and John Gittins.
8. Urban G., Hauser J., Liberali G., Braun M., Sultan F. (2009) Morphing the Web Building Empathy, Trust, and Sales. MIT Sloan Management Review, 50(4): 53-61.
WORKING PAPERS
1. Liberali G., Eliashberg J. (2014) Assessing the Quality of User-Generated
Content. Manuscript being prepared to submit to Journal of Marketing Research
by July, 2014.
2. Liberali G., Donkers B., Stremersch S. (2014) Forward-Looking
Recommendation Systems: On Learning while Earning. Target: Management
Science. To be submitted by August 2014.
3. Prospective Meta-Analysis in Marketing. With Glen Urban, Catherine Tucker,
Stefan Stremersch, Yakov Bart and Benedict Dellaert. Stage: data collected in
US (10,000 respondents), China (1,000 respondents), and Netherlands (1,000
respondents). Target: Science (main paper) and Journal of Marketing
(substantive paper), First paper to be submitted by August 2014.
OTHER WORK IN PROGRESS
1. Product Line Innovation, with Ivan Guitart and Stefan Stremersch. Target:
Management Science.
2. Optimal Learning of Best Sellers. Target: Journal of Marketing Research.
Stage: Model outlined, searching for data.
3. Dynamic Representation of Text-Based Knowledge. With Josh Eliashberg.
Stage: data collected, model in development. Target: Marketing Science.
4. Automatic Detection of Deceptive Reviews. Solo. Stage: data collected,
models being tested. Target: Marketing Science.
5. Creation of Radically New Product Categories. With Stefan Stremersch.
Stage: Data collected, model being developed.
INVITED TALKS (in reverse chronological order)
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Marketing Seminar Series, INSEAD. Fontainebleau, France.
Glen Urban Retirement Symposium, Massachusetts Institute of Technology
Marketing and Innovation Seminar Series, Eindhoven University
Marketing Research Camp, Tilburg University
College of Business and Economics, Australian National University (ANU)
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Sloan School of Management, Massachusetts Institute of Technology (MIT)
Marketing Research Camp, Erasmus University
Center for Retail Studies, University of Chile
Erasmus School of Economics, Erasmus University
Tippie School of Business, University of Iowa
TEACHING
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Teaching evaluations (out of 5.0) in recent courses at Erasmus School of
Economics
Master in Marketing
- Marketing and Innovation:
4.8 in 2012, and 4.1 in 2013.
Bachelor
- Exploration of New Markets:
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4.4 in 2012, and 4.4 in 2013.
Previous teaching at other universities include various seminars on e-commerce,
CRM, software engineering, DSS, and MIS:
o Bachelor: 32 semester-long courses between 1997 and 2009
o MBA level: 10 courses between 2004 and 2009
o PhD/MSc level: two seminars in 2009
ACADEMIC/EDITORIAL SERVICE
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Member of the Editorial Review Board of the International Journal of
Marketing Research
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Co-Editor of a Special Issue of IJRM on Marketing and Innovation, connected
with the AMA-EMAC-ECMI Symposium. Call for Papers at
http://portal.idc.ac.il/en/main/research/IJRM/Documents/Marketing%20and%20Innovation%20Final.pdf
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Co-advisor of a PhD Candidate: Ivan Guitart (IESE, Barcelona/Spain), to defend
on July 22, 2014 (Placement: Grenoble School of Management)
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Ad-hoc reviewer for Marketing Science, EJOR
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Scientific Committee of the 2013 Workshop on Distance Geometry and
Applications.
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UNIVERSITY/DEPARTMENT SERVICE
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Coordinator of the hiring committee of the marketing group at Erasmus School
of Economics, 2014.
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Co-Chair of the 1st Joint Symposium AMA (American Marketing Association)EMAC (European Marketing Academy)-ECMI, organized by ECMI/Erasmus.
Date: May 27-28, 2014. Program at http://www.erim.eur.nl/research/centres/marketing-ofinnovation/2014-marketing-innovation-symposium/program/
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Co-founder and co-director of ECMI – Erasmus Center for Marketing of
Innovations, with Stefan Stremersch. Site: www.ecmi.nl
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Coordinator of the Marketing Seminar Series at Erasmus University from 2010
to 2012. These are joint seminars between the marketing departments at the
School of Economics and the Rotterdam School of Management.
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Responsible for the ATN grant writing/submission effort in 2014, including
IDC/Israel, IESE/Spain, Ghent and U. Cologne. Results: Oct. 2014 (expected).
CONSULTING, INDUSTRY SERVICE AND LITIGATION WORK
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Litigation work on strategy and innovation (as expert): Tefal vs Philips
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Talk to 100+ data scientists from Booking.com and from other companies in an
event organized by Booking.com on April 4th, 2014. Topic: Website Morphing
and optimization models.
Website: https://www.eventbrite.nl/e/satisfaction-maximisation-algorithm-meet-up-tickets-11017191717
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Past consulting projects include also work on information systems, CRM and
process management.
CHAIRED SESSIONS, PANELS IN CONFERENCES, AND PRESENTATIONS
Chaired special session on new media during the AMA-EMAC-ECMI
Invitational Symposium on Marketing and Innovation (see ecmi.nl). Participants
in the panel include the CEO of Randstad, SVP for Social Media at KLM and Glen
Urban, MIT.
Chaired special session on statistics and marketing during the 2010 Marketing
Science Conference, in Cologne, Germany. Session was focused on new methods
for exploring, understanding, and managing consideration sets
Panel on Prospective Meta Analysis and Collaborative Research in Marketing.
Panel held during Marketing Science Conference 2011, in Houston. Other panelist
were Glen Urban (moderator), Eric Bradlow, Stefan Stremersch, Donald Lehmann,
J.B. Steenkamp, Gary Lilien.
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Website Morphing. AMA’s ART Forum (Advanced Research Techniques Forum).
Vancouver, Canada, 2009.
Morphing Banner Advertising. Marketing Science Conference. Boston, 2012.
IPTV Customization. Marketing Science Conference. Boston, 2012.
When to Morph. Marketing Science Conference. Cologne, 2010.
2nd Retail Management Workshop at the Center for Retail Studies of the
University of Chile.2nd Retail Management Workshop. Chile, 2009.
Continuous-Time Markov Process with Misclassification: Modeling and
Application to Auto Marketing. Marketing Science Conference. Ann Arbor, 2009.
Morphing Websites in the Presence of Switching Costs. Marketing Science
Conference. Ann Arbor, 2009.
Morphing Websites to Match Individual Cognitive Styles. Marketing Science
Conference. Vancouver, Canada, 2008.
Product Line Dynamics of Performance Products. Marketing Science Conference
2008. Vancouver, Canada, 2008.
Morphing Site Designs for Individual Search and Decision Styles. Marketing
Science Conference, 2006.
The Effect of Consumer Dynamics on Optimal Price and Quality for Durable
Products, Marketing Dynamics Conference. UCDavis, CA - USA, 2005.
Consumer Dynamics and Optimal Price-Quality Trajectories for Durable
Goods, with Thomas Gruca. Marketing Science Conference 2005. Atlanta,GA USA, 2005.
LANGUAGES
English
Portuguese
French, Italian, Spanish
Fluent
Native Language
Good Reading
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